Since the 1950s, the malls have had a characteristic design: interiors without windows. This concept was initially implemented in 1956 with the opening of the Southdale Center in Minneapolis. According to WSVNthis shopping center was the first completely enclosed complex, designed without windows to create a controlled environment.
One of the reasons shopping centers eliminate windows is related to operational cost efficiency. Burt Flickingerretail expert and director of the consulting firm Strategic Resource Groupexplained to cnn That the windowless design allows retailers to use more wall space for shelves and products, increasing profitability per square foot.
In addition, the absence of windows allows you to control the internal environment. Flickinger also noted that a windowless environment helps buyers lose track of time, which often results in a longer stay and, therefore, more spending. Without the distraction of external elements, such as daylight or weather, shoppers can fully immerse themselves in the shopping experience.
Energy efficiency is another key factor in the design of shopping centers. Thomas McMillandirector of Center for Retail Trade Studies in the Texas A&M University Mays School of Businesscommented to cnn that developers discovered that the lack of windows made it more economical to heat and cool large interior spaces. During the energy crisis of the 1970s, this measure became even more relevant due to the need to conserve energy.
The architect Victor Gruenresponsible for the design of the Southdale Center, sought to wow shoppers from the moment they entered the building. Gruen, considered the pioneer of modern shopping center design, added elements such as plants, fountains, and music to create a sensory-engaging experience. According to WSVNthe design of the shopping center focused on virtually all activity and architectural energy being concentrated inside, while the exterior maintained a functional and monotonous appearance.
The windowless design model was not only applied to shopping malls, but also extended to other types of retail establishments such as supermarkets. Alexandra Langearchitecture critic and author, told CNN In supermarkets, fresh foods tend to be placed on the perimeters of the store to facilitate refrigeration, which would be less efficient with windows cutting through the wall.
Stephanie Cegielskivice president of research at International Council of Shopping Centers (ICSC), mentioned cnn that the design of T-shaped or cross-shaped malls with anchor stores at each corner was strategic to keep shoppers focused on the interior of the mall. This made it unnecessary to include windows unless they were specific views of department stores.
Despite the evolution of retail trade and the decline in the number of closed shopping centers – going from around 1,400 at their peak to around 1,122 today, according to the ICSC – the basic structure and interior design of these establishments has changed. bit. However, some of their functions have been adapted by integrating entertainment options such as minigolf, cinemas and play areas, becoming multifunctional destinations.
Kristin Muellerpresident of retail property management at J.L.L.highlighted cnn that even with this transformation, shopping centers are still frequented by younger generations, such as Millennials and the Generation Z. According to ICSC data, in 2023, 54% of American adults visited a shopping center at least once a month.
Today, integrating adaptive elements within existing shopping centers could lead to renewed functionality for windows. The evolution of shopping centers could ultimately change certain aspects of their traditional design to accommodate new demands and uses.
