One of the earliest forms of public communication was the Egyptian obelisk. We’ll get back to this later.

Online Retail versus Shopping Centers

It’s hard to fight the “convenience” benefit of online shopping, especially when compared to the sales clerk estimating your waist size as a 34 when you still cling to the belief that a 32 is fine, albeit just a little tight.  Anyway, researching products, comparing prices across online retailers, and paying for your merchandise from the comfort of your computer is clearly easier than finding a parking spot.

The trend is so obvious most of us don’t need a statistician to report the latest economic data. For those of us that insist on seeing the data, here you go.  From the L.A. Times, "Much of the spending growth has been online…a 15.4% increase over last year, according to MasterCard." How about December 2010 holiday sales? From USA Today via BMO Capital Markets, "…online sales rose 2.6% in December, (the) biggest increase since April 2008."

Retailers have adapted and traditional brick and mortar stores all have at least a minimum web presence; most likely they also have an e-commerce site that sells identical merchandise as the retail store, but with seemingly endless inventory. A shopper need not fear the dreaded "I’m sorry, we seem to be out of this style in your size."

Your Shopping Center Advantage

Shopping is not simply about merchandise, or even price. Our society provides an abundance of options for products, price levels, sources, and conveniences. We compete for sales, traffic and top-of-mind awareness.

What we provide, and online commerce does not, is a social experience. Shopping is experiential, and your property contributes directly to the customer's satisfaction with this experience.  You provide a gathering place, a setting for friends to meet, dine and share. Your center enables human interaction and sensory satisfaction; you can’t achieve this online.

Unlike an online shopping experience, which is isolating, your center encourages and delivers participation on many levels.

Custom Art Creates A Compelling Aesthetic

Renowned artist Athena Tacha designed public art works for Wisconsin Place, a project developed by a partnership of New England Development, Archstone and Boston Properties. Wisconsin Place combines retail, residential and office space in Chevy Chase, MD, on the border of Washington, DC.

Consisting of three compelling pieces of art, the Light Obelisk, an animated ceiling design in the pedestrian walkway, and a stunning 37 foot tower with alternating colors, LED lighting is integrated into each unique and eye-catching design.

(Note: Videos on YouTube: search under Athena Tacha, Wisconsin Place)

"We wanted to create a memorable urban destination for people who live and work in this vibrant area," commented David Gilmore, of New England Development.  "These public art works encourage people to gather and meet friends, and adds to the atmosphere of The Shops at Wisconsin Place."

Designing and procuring traditional signs can sometimes be fraught with problems; going from concept, to drawing, to fabrication and installation of custom art magnifies the complexity. Art Display Co. of Capitol Heights, MD / Washington, DC, was chosen because of its long history of success in national projects requiring public signage, from directories to architectural designs.

"This was a challenging and wonderful project for us," stated Doug Kilsheimer of Art Display Co. "Working with Tacha was a privilege and we faithfully brought her concepts to life, benefiting the entire community."

As a shopper, I have been to Wisconsin Place. It is a “destination” shopping area for my wife and me, and we find ourselves drawn back because the aesthetics created by the art enhance our shopping experience.  And you can't duplicate the atmosphere when shopping online.

This is your advantage.

Oh — that Obelisk Fountain with its digital patterns descending into the water is a wonderful throwback to the ancient Egyptian obelisks that attracted people to the town square. It still works!

 

 

Mason Harris, public speaker and author (ENTRÉE Marketing), is also the founder of Hutzpah Media, a mobile billboard advertising company based in the Washington, DC metropolitan area. Feel free to share your comments: mharris@hutzpahmedia.com.

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