THE MALL: AN ARTIFICIAL SPACE
THE MALL: AN ARTIFICIAL SPACE

Summary/Abstract: The purpose of this paper is to analyse the ways in which the mall can be perceived as a space that is artificial. While meant to be seen as a place of fantasy, we can become aware that it is not natural. The advertisements are all improved in Photoshop or other programs, the shops sell some expensive products, which are not accessible to all customers, and the entire design of the mall, e.g. a functional skating-rink in summer, or a fake mountain, can only remind of artificial setups for tourists. A spot with virtual reality games and an IMAX cinema can further the impression of entering an imaginary world. The paper will mention existing research based on the mall as a space of fantasy (Paterson 2017: 193), as a public space (Chen 1991: 7), as well as configuration of space in order to increase the possibility of visitors’ doing shopping (Goss 1993: 18).

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