Living colour

One of the major problems facing shopping centres is blandness and lack of differentiation. Gone are the days when shopping centres could continue to be sterile, utilitarian spaces with rows of branded stores held together by an "anchor".

As consumer’s challenge the traditional retail model for a more vibrant, exciting experience, shopping centres are being repurposed to remain relevant. One emerging trend is the infusion of art into shopping centres to act as a catalyst for revitalisation.

Whilst art in itself may not be a big footfall driver, the integration of art within shopping centres goes beyond mere aesthetics and has the power to elevate the shopping experience, foster community engagement, and contribute to the cultural fabric of a city. These factors allow shopping centres to create a sense of place and enhance visual appeal to set them apart from local and regional competition.

Authenticity
Most shopping centres do not have attractive exteriors, and the interiors of many malls are very similar. Art installations, sculptures, murals, and interactive exhibits serve as visual focal points that not only break the monotony of retail spaces but also create a distinctive identity for the shopping centre. The MSG Sphere at The Venetian Resort in Nevada is a best-in-class example for using building exteriors to create a unique sense of place. The sphere has a unique exterior fitted with 54,000 sqm of LED screens to create unique optical illusions and changing art displays to provide a focal point for all visitors to Las Vegas.

Art installations also often align with the shopping centre's theme or local culture, adding depth and authenticity to the overall experience. The SookSiam attraction (pictured above) within the ICON Siam mixed use development in Thailand is a good example of how art can help provide authenticity within a modern setting. The purpose-built attraction is designed to replicate the cultural heritage of the main geographic regions in Thailand, capturing elements such as art, traditional architecture, and handicrafts from these regions to provide an authentic cultural experience to all visitors, driving interest in the development, and consequently, increased footfall.

Community
Shopping centres are modern-day town squares, where people gather not only to shop but also to socialise, dine, and relax. Incorporating art into these spaces fosters a sense of community by providing visitors with shared points of interest and conversation.

Some shopping centres are now collaborating with local artists and cultural organisations to host workshops, exhibitions, and performances. These initiatives encourage community participation and provide a platform for emerging artists to showcase their work, further enhancing the shopping centre's role as a cultural hub. K11’s Musea offering in Hong Kong takes this practice to the extreme. Designed to be the new "the Silicon Valley of Culture", the mall is designed to cater to customers demanding “unique immersive experiences in art, culture, nature and commerce”. The mall, opened in 2019, was designed by over 100 architects, features exclusive art installations from renowned global artists, and serves as an art incubator; regularly showcasing the best of local and international artists with a rotating calendar of events, art expos, and unique exhibitions. As a result, it has managed to become one of the most successful commercial spaces in Hong Kong.

Another smaller scale example is the Lloyd Centre in Portland, Oregon which, after the loss in footfall from the closure of anchor stores, has transformed into a small business and community hub hosting several events such as film festivals and art exhibitions, and encouraging independent artists to host gallery shows and paint murals on empty storefronts. While this has still not made the centre profitable, it has led to an increase in footfall from families and young adults visiting the centre.

Regeneration
The integration of art within shopping centres can play a significant role in urban regeneration. In many cases, shopping centres are in areas that have undergone revitalisation, and art can act as a catalyst for positive change. Public art initiatives can transform previously neglected spaces into vibrant, culturally rich destinations that attract both residents and tourists. Public art also provides economic benefits, including new jobs and increased tourism. Murals, in particular, are great for artistic placemaking; for instance, Lewisham shopping centre’s new mural “celebrating the contribution migration makes to Lewisham”.

Art's role within shopping centres has undergone a transformative shift, evolving from mere decoration to a pivotal element that enhances the shopping experience, nurtures community engagement, and contributes to the fabric of urban culture. Given this immense potential and relatively low barriers to entry, more mall owners must look to embrace this trend. Additionally, with single ownership of a mall, owners are afforded full control over every aspect – from art installations to space utilisation and upkeep; enabling malls to continuously evolve and establish an engaging and constantly changing space for a new generation that craves immersive experiences.

Soham Nayak