Miles, S. (2010), ‘Shopping for Dreams’, in Spaces for Consumption: pleasure and placelessness in the post-industrial city, London: Sage. 98-120
Rem Koolhaas (2001) argues that shopping has come to colonise, even replace, almost every aspect of urban life; even more so in an era of place marketing. The shopping mall is a living testament to the consumerism of our urban environment. Our contemporary consumer society is playing a fundamental role in our altering society and city which is ‘consumed’ with a consumer ethic. One of the greatest challenges in retail is the need for reinventing to keep up with our ever more visually orientated world.
We find clear links between the evolution of shopping malls, department stores and arcades in the way that they all allow us to engage in a ‘dream world’ of the consumer.
“The shopping mall offers a sense of individualised freedom alongside an aura of communal well-being. Dovey goes on to discuss the way in which department stores offer the consumer a world of apparently endless possibility, where the experience becomes more important than the purchase.” (Dovey, 1999).The shop is far more than selling the shop play a particular role in the ambiance. The shopping mall allows a social and cultural center for people to enjoy.
McMorrough (2001) therefore describes shopping as a ‘prerequisite to urbanity’. shopping does not take place within the city; the city takes place within shopping.