Revista da ESPM

ABSTRACTS english R E V I S T A D A E S P M – janeiro / fevereiro de 2011 108 Wanted: Shopping mall with a heart and a soul EDMOUR SAIANI PAGE 28 Among the community of services that we indulge in on a day-to-day basis are shopping malls, storeowners and consumers. A shopping mall has to be more organized than our workspace and more welcoming than our home – yet not much study has ever been done about it. What field deals with the market of shopping malls? Is it real estate marketing? Community centers? A bit of both? Understanding the dynamics of a beehive can help comprehend this busy place where so many work hard to provide a third place of leisure, away from their work and home. This is a place like no other. With a heart and a soul. The Civilization of Shopping Malls and its fast-food culture MARINA PECHLIVANIS PAGE 36 In the age of limited space and time, shopping malls are a meeting place for individuals, trends and information that make our businesses and societies tick. At the blink of an eye, windows and storefronts become media spaces that attract consumers with all different interest groups – those seeking products, images, experiences, sensations, memories and all things novelty. This process happens in the same rhythm as contemporary life – just like fast-food: fleeting and made for immediate consumption, that expires and is replaced by the arousal of a new desire. Shopping mall: a playground for paulistanos or for all consumers? ADRIANO MALUF AMUI PAGE 44 The increase in the number of shopping malls in Brazil indicates the growth in the consumer power of the middle class. But with this growth comes also the “commoditization” of the buying experience, which means clients grow accustomed to good service. This causes administrators to develop new strategies of interaction and sales in order to engage with their consumers. In this context, it is important to consider the following: is it possible to combine consumers’ habits with new technologies in order to produce an innovative experience? How is it possible to make these efforts accessible to those on the base of the social pyramid? Consumerism as a ritual: at home, in the street and in the shopping malls JOÃO BATISTA FERREIRA PAGE 54 In this article we discuss briefly the frustrated urban relations and the real estate solutions to the amazing phenomena that are shopping malls in countries like Brazil. These real estate complexes reached full-blown professional status in 2007 with the consolidation of enterprises, especially with the participation of large international groups. Shopping malls are playing an essential role in facilitating the modernization of consumption as well as the cultural scenario of socialization. Location: still a critical factor ANTÔNIO CARLOS RUÓTOLO PAGE 60 Location is still an important factor to the success of shopping