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How malls are becoming part of the neighborhood

January 8, 2018

How malls are becoming part of the neighborhood

January 8, 2018 | Jones Lang LaSalle

A new era of shopping centers is upon us. They’re beginning to look and function less like traditional malls and more like lifestyle centers with a strong community vibe.

Through a combination of physical renovations and savvy branding, malls are aiming to reposition themselves as the destination places they once were within U.S. communities – even as online shopping continues to grow.

The transformation begins with the name itself. Some shopping centers are dropping the word “mall” with alternatives including shoppes, village or towne center.

“Mall has become a dirty word,” says Taylor Coyne, Senior Analyst with JLL Retail Research. “All the new words are designed to conjure a certain image in your mind. Shoppes, towne center, village—these are all more localized, community-based words. And that’s what these new centers are striving for, to be part of the community.”

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