

We wondered to the latest shopping experience in London; the biggest Mall in Europe. Though for me, it felt more the size of Knox City but configured as one large circle with a cross in the middle so it didn't have any dead ends. This meant that if you weren't careful (i.e. remember the shop you started at) you'd keep going round and around.

For Christmas they (like most shopping centres) decided to create Santa's Grotto. However, this looks more like Superman's ice retreat or the scenery from the 'Dark Crystal'. I'm not sure children find it inviting but it does fit the overall architecture.
This centre was created by an Australian company and made me a little homesick as its exactly like what we have. The most interesting part was that (as part of the construction contract) Australian brands have stores in the complex.
One is the Ugg shop (yes selling ugg boots or to those in the know bogan boots) and was swamped during the opening week to the point where security guards were called in to police the queues. Furthermore, they only let a person in once one had left the shop.
We wondered around and noticed that there was one distinct difference to your typical mall/shopping centre - this doesn't have low end stores. That is, no Primark, Tesco, Sainsburys, McDonalds, etc. The stores here include Tiffany's and even the mid range stores are jazzier.
Another way they've tried to make high end is by ensuring that all food outlets are restaurants. This coupled with the distinct lack of a food court (all outlets are intermingled) mean that it has a distinct 'Norstrum' (American styled high end open air shopping centre) feel to it.
The other curious distinction I noticed was that there weren't any water features (probably because chav's have a reputation of loitering in and around them) but there were seating zones. Each of these had large comfortable swivel chairs laid out for groups to relax and spend a considerable time at. Most centres try to discourage loitering this one however, seems to think that their big spenders need some comforts between flashing the plastic, drinking their double decafe extra skinny espressos, carrying their designer goodies and waiting for their cronies to finish in a nearby store.
I found it interesting but will definitely be watching to see how this continues in the near and not so far future given the economic climate.
One prediction is that the lower end stores will appear as they will be the ones which take up vacant space as the economy here nosedives. The owners will have to weigh up the cost of vacant stores (not to mention the lowering the tone perception of that) against having filled stores but destroying the luxury feel. A tough choice.











