Beyond Shopping: Exploring the Human Connection to the Modern Mall

How does the mall shape community life and impact the people it serves?

Client:
n/a
Sector:
Design, Urban Planning
Project Type:
User Research
Co-Creation
Exhibition Design
Services:
Qualitative Research
Exhibition Design
Collaborators:
DesignWith
The Challenge

DESIGNwith is a community design lab located in the heart of downtown Toronto’s Eaton Centre. After working in the mall for eight months, they wondered what people’s relationships were with the mall and its ever changing role in people’s lives. In the wake of the pandemic and the rise of online retailers, what does the mall of tomorrow look like?

Working in close collaboration with Made Manifest, the s/mallTALK project was created. Our aim was to explore the social and cultural significance of malls and how they have evolved over time as a space for community gathering and connection; and how might the mall play a role in people’s lives in the future?

Our Response

Over the course of a month, Made Manifest invited mall goers into the DesignWith space to share their earliest and fondest memories of the mall.

These stories were collected and synthesized and created the basis for the s/mallTALK design exhibition. 

Client:
n/a
Sector:
Design, Urban Planning
Project Type:
User Research
Co-Creation
Exhibition Design
Services:
Qualitative Research
Exhibition Design
Collaborators:
DesignWith
Client:
n/a
Client Sector:
Design, Urban Planning
Project Type:
User Research
Co-Creation
Exhibition Design
Services:
Qualitative Research
Exhibition Design
Collaborators:
DesignWith
The Challenge

DESIGNwith is a community design lab located in the heart of downtown Toronto’s Eaton Centre. After working in the mall for eight months, they wondered what people’s relationships were with the mall and its ever changing role in people’s lives. In the wake of the pandemic and the rise of online retailers, what does the mall of tomorrow look like?

Working in close collaboration with Made Manifest, the s/mallTALK project was created. Our aim was to explore the social and cultural significance of malls and how they have evolved over time as a space for community gathering and connection; and how might the mall play a role in people’s lives in the future?

Our Response

Over the course of a month, Made Manifest invited mall goers into the DesignWith space to share their earliest and fondest memories of the mall.

These stories were collected and synthesized and created the basis for the s/mallTALK design exhibition. 

“Malls are more interesting than I realized!”
The Opportunity

After founding DESIGNwith, a social innovation lab in the Eaton Centre, Ranee Lee became curious about the people passing through the mall and sought to understand their relationships with it. "After seeing many people in the halls of DESIGNwith over the last eight months, we often wondered what their relationships are with the mall and what brings them here," Ranee Lee recalls.

Partnering with Made Manifest, DESIGNwith launched the s/mallTALK project. Its aim was to uncover not only what people’s relationships with the mall are, but how those relationships have evolved over time and how the mall can stay relevant amidst the growing challenges faced by brick-and-mortar retail spaces.

Our Approach

Over the course of six weeks, the Made Manifest team welcomed people into the DESIGNwith space to reflect on their experiences and share their memories and visions for the mall of the future. Participants were invited to draw or write their stories and experiences on cards, which were then displayed for the public to view and reflect upon.

After collecting the stories, the Made Manifest and DESIGNwith teams synthesized the insights and developed a participatory exhibition. The exhibition not only showcased the public’s stories and findings but also encouraged attendees to reflect on their own experiences with the mall, as well as those of others. Attendees were invited to dream about the future, imagining how the mall could grow and evolve to better meet the needs of the community.

“This really connected me to so many memories I forgot about. Thank you!”
Project Outcomes

s/mallTALK was a highly participatory project, which invited the public to share their reflections, dreams, and ideas in an open forum. Four themes emerged from over 40 participants who shared their memories, stories, and thoughts and reflections of their experiences with the mall.

The four themes of Milestones, Play, Community and Sustainability were shared with the public during the s/mallTALK exhibition.

Milestones: The mall is more than a place to buy things; it’s the location for the experiences that help shape us as we grow up.

Play: the mall is a place for curiosity, fun, exploration and adventure.

Community: the mall brings people and communities together.

Sustainability: the mall could be a model for sustainability, waste reduction, green energy and innovation.

All of these themes helped paint a picture of the significance that the mall can play in a person's life and the role it plays in a community. The project was particularly relevant in the context of the pandemic, where people were craving connection and social spaces. Malls, traditionally a third space, have taken on a new significance in people's lives.

Exhibition attendees were invited to reflect and generate ideas for the mall's future, centered around four key themes. These ideas were collected on cards, which could be stacked to create a model of a mall. Through this process, the Made Manifest and DESIGNwith teams created a space for people to come together, sharing stories that bridged generations and cultures through the common experience of the mall.

40
stories collected from a variety of mall goers
50+ Million
yearly visitors and employees at the Eaton Centre
4
key themes emerged

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