What Main St. Can Learn From the Mall

1. Gibbs considers a number of different design concepts when evaluating shopping centers. First, he examines the details in the decor and structure of a main street area. There is a fine line between tasteful decor and distracting shoppers from doing actual shopping - if they spend too much time looking at the setup of a location, they will breeze straight past storefronts. What colors and thematic elements do designers apply to the design of a main street? Attention is paid to the outdoor/patio furniture, the plants, the topiaries, the lanterns, and even the materials used to make the sidewalks. He also focuses on the organization of certain areas: for example, the difficulty of navigating a courtyard which might cause shoppers not to bother with the location at all. Cleanliness and organization not only makes it easier to shop, but also gives people reassurance that the location is safe and filth-free.

Next, he evaluates the basics of shopping logistics. Like Underhill, Gibbs notes how shoppers always turn to the right: for Underhill, upon entering a store, and for Gibbs, whilst driving in certain direction (people drive on the right side of the road, and are very unlikely to turn left to go shopping on a whim).
The parking lot of a shopping centre should be appealing: like making the customers feel as though they have arrived at a special place, somewhere new and unique. Storefronts also need to be attractive to call customers in, as well as showcasing the products the store sells.
Clothing stores should never be located next to restaurants, Gibbs says; and the direction in which a clothing store or restaurant faces is very important to a good experience both for the owners/workers of the store and the customers.
The products sold at a store can easily be made more attractive by helping the customer visualize the lifestyle that surrounds those products in practical use; like a pricey stationery store displaying its wares in a sophisticated office-like way. Likewise, different shapes and spaces can imply different meanings and standards of products and the people who sell them. Above all, it should be obvious from the outside what a store is selling.

2. While I understand and see the parallels between the ideas of Main Street and shopping malls, I feel the two should remain distinct and separate. What Gibbs points out early in the article is how shopping malls are becoming less of a popular, successful trend; in this case, it would be any business's main focus to move in a different direction. Main streets have the advantage of decorating, landscaping, and architectural freedoms that shopping malls won't necessarily have; and the developing trend toward more metropolitan methods of shopping just means that perhaps malls are passe, and outdoor shopping is a more enjoyable experience now.

3. I think the architecture and maintenance of buildings are extremely important in evaluating a main street. The buildings and store fronts must be kept clean and well-designed through time. Similarly, the outdoor decor and arrangement of benches, tables, plants, fountains and displays, etc. needs to be well thought out and convenient for traffic. The location should be good and encourage shoppers to feel safe. Likewise, the article mentions traffic and how traffic flow should be good (whether in cars or on foot). The locations of stores and restaurants should be logical directionally, especially for restaurants and stores whose clothing products need to be protected from the sun.