The Next Step

Facades are the next step towards the modern mall after the implementations of arcades. A “Facade” is essential to a merchant’s wellbeing in the retail industry. In the idea of window shopping at the turn of the century, the store window was the billboard, the advertising ad in the magazine, the television commercial; the best display will draw in the most consumers and produce the most revenue.

In relation to Emile Zola’s Au Bonheur des Dames, the descriptive emphasis over and over in the story line was the display; and that was precisely what the Au Bonheur des Dames was known for. The magnitude of Au Bonheur des Dames I think would be comparable to the Macy*s store windows in New York City. It would be that people would come to the Macy*s flagship in New York during the holiday season not to shop, but just to look at the intense displays; the power of a window.

Soon neon signs began to take over later on in the display window. Today this is definitely relevant as you walk through the modern mall. No longer is the facade reliable only on content but the flashing light additives. Is it that the interior of a mall is coming to look like Las Vegas in the future where there are so many lights no one knows where to turn next? There are certain malls I have experienced that have started this condition which leads me to think how much would push the envelope for too much?