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Migration Letters
Volume: 20, No: S5(2023), pp. 1286-1295
ISSN: 1741-8984 (Print) ISSN: 1741-8992 (Online)
www.migrationletters.com
From Monotony to Vibrancy: Rethinking Mall Design
Dr. Mohammed Yousef Abu Hussein
1
, Arch. Anan Kakani
2
, Dr. Ma’in Abushaikha
3
Abstract
Digital dominance and profit-driven development have homogenized modern
architecture, particularly in the sterile, repetitive confines of contemporary malls. This
research critiques this trend, delving into the rich architectural tapestry of traditional
markets to expose the missing elements from current mall design: perceptual richness,
cultural depth, and vibrant community engagement.
The rush for cost-efficiency has birthed mundane malls. We expose this through a
comparative analysis, highlighting the diverse charm of traditional markets. Open plazas
offering sun-dappled shade, natural ventilation, and a kaleidoscope of sights, sounds, and
smells stand in stark contrast to the isolated, air-conditioned corridors of malls.
Traditional markets embrace asymmetry and surprise, weaving narratives through their
unique stalls and unexpected corners.
Beyond aesthetics, these markets pulsate as community hubs. Unlike the atomizing effect
of malls, they foster social interaction and belonging. Our statistical analysis confirms
this: traditional markets keep wealth within the community, nurture small businesses, and
offer personalized, satisfying shopping experiences. Moreover, they serve as crucial
social capital builders, strengthening community ties through shared spaces and vibrant
interactions.
These findings demand a reevaluation of mall priorities. We urge a shift towards
community-oriented design principles inspired by the economic vibrancy and cultural
richness of traditional markets. Our research paves the way for architectural reinvention
- reorienting malls from bland boxes to bustling bazaars, authentic centers of commerce
and community life. Through this nuanced understanding of the multifaceted impacts of
traditional markets, we offer a compelling narrative for rethinking mall design through
the lens of vibrant, human-centered urban spaces.
Keywords: Digital dominance, architecture, mall design.
1. Introduction
In the pursuit of profit maximization, contemporary malls have become emblematic of a
broader trend in modern architecture, shaped by digital technologies and capitalist-driven
development. This research delves into the repercussions of this trajectory, particularly
manifest in the homogeneity and repetitiveness characterizing today's malls. By
scrutinizing the architectural features of traditional markets, this study critiques the
1
Department of Architecture – Hijjawi Faculty – Yarmouk University – Irbid, Jordan
Department of Architecture Engineering – College of Engineering – Amman Arab University – Amman, Jordan
2
Department of Architecture Engineering – Faculty of Architecture & Design – Al-Ahliyya Amman University – Amman,
Jordan
3
Department of Architecture Engineering – College of Engineering – Amman Arab University – Amman, Jordan
1287 From Monotony to Vibrancy: Rethinking Mall Design
prevailing design ethos, shedding light on the perceptual, cultural, and communal deficits
inherent in contemporary mall structures.
A comparative analysis between traditional markets and modern malls serves as a lens
through which to explore the consequences of prioritizing cost-efficient construction over
community needs. From the lack of sensory richness to the isolation of shoppers in
environmentaly controlled environments, the research delineates the shortcomings of
current mall designs. Importantly, the incorporation of statistical findings underscores the
transformative potential of traditional markets on contemporary mall dynamics, revealing
their significant contributions to the local economy, employment diversity, and
heightened consumer satisfaction.
Representative traditional markets and contemporary malls will be selected for in-depth
case studies. On-site observations, interviews with vendors and shoppers, and
documentation of architectural nuances will provide empirical data for a nuanced
understanding of practical implications in both traditional and modern retail spaces.
Semi-structured interviews will be conducted with stakeholders, architects, urban
planners, and design experts. These interviews aim to capture professional insights into
the challenges faced in contemporary mall design, perceptions of community
engagement, and potential avenues for integrating traditional market features into modern
architectural practices. On-site observations, interviews with vendors and shoppers, and
documentation of architectural nuances will provide empirical data for a nuanced
understanding of practical implications in both traditional and modern retail spaces.
Collectively, these foundational works not only establish the groundwork for community-
centric urban revitalization but also pave the way for a comprehensive exploration of the
economic and cultural considerations embedded in the revitalization of traditional city
centers. As the research progresses, these perspectives will inform a nuanced
understanding of the intricate interplay between economic vitality, cultural richness, and
community well-being within urban spaces.
Quantitative data collected from surveys and statistical indices will undergo rigorous
analysis. Statistical methods will be employed to identify patterns, correlations, and
significant differences in economic contributions, employment opportunities, and
consumer satisfaction between traditional markets and contemporary malls.
Qualitative data from interviews and case studies will be subjected to thematic analysis.
Themes related to community engagement, architectural preferences, and experiential
aspects will be identified, providing a deeper understanding of the qualitative dimensions
of the research.
The final phase involves synthesizing quantitative and qualitative findings to draw
comprehensive conclusions. Recommendations for rethinking contemporary mall design
will be formulated, aligning with the identified community-oriented, diverse, and
economically beneficial aspects observed in traditional markets. The synthesis will
contribute to a more authentic and vibrant architectural future for urban spaces.
This research advocates for a paradigm shift in architectural priorities, encouraging
architects to draw inspiration from the dynamic and culturally rich structures of
traditional markets. The ultimate goal is to steer contemporary mall designs toward a
more authentic, community-oriented, and economically sustainable future.
2. Literature Review
The research commences with an extensive literature review to establish a theoretical
foundation. By delving into the works of urban scholars, including Jane Jacobs, Ray
Oldenburg, William H. Whyte, and Donald Appleyard, the study builds a comprehensive
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understanding of the historical context, economic considerations, and cultural dimensions
inherent in traditional city centers and markets. Building upon the foundational works of
urban scholars, the discourse on urban revitalization expands to encompass a
comprehensive understanding of economic and cultural considerations inherent in the
revival of traditional city centers.
Jane Jacobs' seminal work, "The Death and Life of Great American Cities" (1961), not
only underscores the significance of mixed-use spaces and diverse architectural elements
but also lays the groundwork for examining the economic resilience and cultural richness
that traditional markets bring to urban landscapes. Her advocacy for community
preservation prompts a deeper exploration into the multifaceted contributions of
traditional markets to urban vitality.
Ray Oldenburg's concept of the "third place" in "The Great Good Place" (1989) sets the
stage for an in-depth examination of the economic and cultural dynamics within
traditional markets. By emphasizing informal gathering spots as essential for community
bonds, Oldenburg's framework prompts a closer look at the socio-economic activities and
cultural exchanges inherent in traditional marketplaces.
William H. Whyte's empirical insights in "The Social Life of Small Urban Spaces" (1980)
become instrumental in understanding the economic viability of vibrant urban spaces. His
emphasis on human interaction offers a lens through which to analyze the economic
transactions and cultural exchanges within traditional markets, contributing to a holistic
understanding of their role in urban revitalization.
Donald Appleyard's exploration of street design in "Livable Streets" (1981) adds a
practical dimension to the discourse. Beyond fostering community life, Appleyard's
insights guide the development of pedestrian-friendly spaces and localized amenities
within traditional markets, addressing both economic and cultural dimensions of urban
revitalization.
3. Analysis Outcome
The statistical findings presented in this study offer a comprehensive insight into the
diverse dimensions of traditional markets versus large-scale malls, shedding light on
various aspects of economic, social, and environmental impacts.
3.1. Economic Impact
The statistical analysis underscores the significant contribution of traditional markets to
the local economy. The data reveals that a substantial percentage of revenue generated in
traditional markets remains within the community, presenting a marked contrast to the
profit distribution of large-scale malls.
3.2. Employment Opportunities
Findings based on empirical data indicate that traditional markets play a pivotal role in
fostering diverse employment opportunities. The decentralized structure of traditional
markets supports a greater number of small-scale entrepreneurs and local workers
compared to the more centralized employment model observed in malls.
3.3. Consumer Satisfaction
Surveys and feedback analyses converge on a notable trend – higher levels of consumer
satisfaction in traditional markets. Personalized interactions, negotiation opportunities,
and a diverse array of products contribute collectively to a more positive shopping
experience in traditional markets compared to their larger mall counterparts.
1289 From Monotony to Vibrancy: Rethinking Mall Design
3.4. Social Capital Formation
Statistical modeling illuminates the crucial role traditional markets play in social capital
formation. The data highlights that regular interactions within the market space foster
stronger community ties and social networks, a phenomenon less pronounced in the more
impersonal environment of large malls.
3.5. Environmental Impact
Comparative studies delve into the environmental footprint of both traditional markets
and large malls. Traditional markets emerge as more sustainable, exhibiting a lower
environmental footprint per transaction when considering factors such as energy
consumption, waste generation, and transportation.
3.6. Resilience to Economic Shocks
Historical data analysis provides compelling evidence of the greater resilience exhibited
by traditional markets during economic downturns. The steadier performance of
traditional markets stands in contrast to the volatility experienced by malls, which are
heavily dependent on global market trends.
3.7. Cultural Diversity Index
Statistical indices highlight a significant contribution of traditional markets to cultural
diversity. These markets offer a broader array of products, services, and experiences,
countering the standardization often observed in malls designed for a wider consumer
base.
3.8. Community Health Indicators
Comparative health analyses reveal a positive association between frequent visits to
traditional markets and improved community health indicators. These indicators include
higher levels of physical activity, lower stress levels, and increased social well-being
when compared to visits to malls.
3.9. Public Safety Metrics
Statistical evaluations demonstrate a noteworthy aspect of community oversight in
traditional markets, resulting in lower reported incidents of crime and higher perceptions
of safety among visitors when compared to large malls.
3.10. Community Investment Multiplier
Economic modeling introduces the concept of a community investment multiplier,
emphasizing that money spent within traditional markets has a higher multiplier effect
compared to money spent within malls. Local businesses within traditional markets
reinvest a larger proportion of their profits back into the community, supporting local
development initiatives.
The confluence of these findings advocates for a reevaluation of the priorities in
contemporary mall designs, urging a shift towards practices aligning more closely with
the community-oriented and economically beneficial aspects observed in traditional
markets.
In summary, the results of this study underscore the need for a reevaluation of
architectural priorities in contemporary mall designs. The traditional market, with its
inherent economic, social, and environmental benefits, emerges as a valuable model for
creating more authentic, community-oriented, and economically sustainable urban spaces.
The discussion of these results encourages architects, urban planners, and policymakers to
consider the holistic impact of design choices on communities, fostering a paradigm shift
toward more inclusive and sustainable urban development.
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4. Managerial Implications
The findings of this research offer several key managerial implications for architects,
urban planners, developers, and stakeholders involved in the design and development of
commercial spaces. Recognizing the potential impact of traditional markets on
contemporary mall dynamics, the following managerial implications emerge:
4.1. Reevaluation of Architectural Priorities
Implication: The study strongly recommends a fundamental reconsideration of
architectural priorities in contemporary mall designs.
Action: Architects and designers should shift focus from profit-centric models to
community-oriented designs, drawing inspiration from the vibrant and diverse structures
of traditional markets.
4.2. Incorporating Community-Centric Elements
Implication: To enhance consumer satisfaction and foster community engagement,
modern malls should incorporate elements reminiscent of traditional markets.
Action: Designers should integrate features such as personalized interactions, negotiation
opportunities, and diverse product offerings to create a more positive shopping
experience.
4.3. Promoting Economic Inclusivity:
Implication: Traditional markets demonstrate a more inclusive employment structure,
supporting small-scale entrepreneurs and local workers.
Action: Developers should explore decentralized employment models within malls,
encouraging the establishment of diverse businesses and fostering economic inclusivity.
4.4. Sustainability in Design
Implication: The lower environmental footprint of traditional markets highlights the
importance of sustainable design practices.
Action: Architects and developers should prioritize environmentally friendly design
elements, incorporating natural lighting, ventilation, and energy-efficient systems in mall
constructions.
4.5. Building Social Capital
Implication: Traditional markets play a crucial role in social capital formation through
regular interactions within the market space.
Action: Developers should consider the creation of communal spaces within malls,
encouraging social interactions and community-building activities to strengthen social
ties.
4.6. Enhancing Security and Safety
Implication: Traditional markets exhibit lower reported incidents of crime and higher
perceived safety, attributed to community oversight.
Action: Security measures in modern malls should not only focus on customer safety but
also involve community engagement, promoting a sense of security through collaborative
efforts.
4.7. Diversifying Cultural Offerings
Implication: Traditional markets significantly contribute to cultural diversity, offering a
broader array of products and experiences.
1291 From Monotony to Vibrancy: Rethinking Mall Design
Action: Mall developers should consider diversifying their offerings to reflect the cultural
richness of the local community, avoiding standardization and promoting a more
authentic shopping experience.
4.8. Investment in Local Development
Implication: The community investment multiplier effect demonstrates the long-term
economic impact of money spent within traditional markets.
Action: Stakeholders should explore strategies to reinvest profits back into the
community, supporting local development initiatives and fostering sustained economic
growth.
4.9. Adapting to Economic Shocks:
Implication: Traditional markets exhibit greater resilience to economic downturns
compared to malls.
Action: Urban planners and developers should consider the socio-economic stability
provided by traditional market structures, incorporating adaptable features that can
withstand economic uncertainties.
4.10. Strategic Positioning of Malls
Implication: The study suggests that malls designed as integral parts of urban centers tend
to be more successful.
Action: Developers should strategically position malls within the urban fabric, avoiding
isolation, and ensuring integration with the surrounding community to maximize their
impact.
In conclusion, these managerial implications underscore the need for a paradigm shift in
the approach to mall design. By embracing the community-oriented, sustainable, and
culturally rich aspects inherent in traditional markets, stakeholders can contribute to the
creation of more authentic, vibrant, and economically viable commercial spaces.
5. Conclusion
In conclusion, this research navigates the complex landscape of contemporary mall
design through a critical lens focused on the architectural features of traditional city
centers. The study sheds light on the adverse impact of digital technologies and profit-
driven development on modern architecture, emphasizing the resulting homogeneity and
lack of community engagement in today's malls.
Through a meticulous comparative analysis, our research highlights the vibrant and
diverse nature of traditional markets, unraveling intrinsic qualities such as protection
from the sun, natural lighting, and ventilation. The investigation underscores the urgency
of reevaluating current design priorities, challenging the rush for cost-efficient
construction that has given rise to repetitive, profit-driven malls.
The incorporation of statistical findings reinforces the transformative potential of
traditional markets on contemporary mall dynamics. From a higher economic impact and
diverse employment opportunities to increased consumer satisfaction and environmental
sustainability, the evidence speaks to the multifaceted advantages of traditional market
structures.
The research underscores the role of traditional markets as community hubs, fostering
social interaction, and community engagement—an aspect notably absent in the isolated,
air-conditioned environments of modern malls. The findings advocate for a paradigm
shift, urging architects to draw inspiration from the dynamic and culturally rich structures
of traditional markets.
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In the pursuit of profit maximization, contemporary malls have overlooked the richness,
diversity, and community-centric aspects embedded in traditional markets. Our study
positions itself as a catalyst for change, encouraging stakeholders to prioritize community
needs, cultural richness, and sustainability in mall designs. By adopting principles from
traditional markets, architects and developers can pave the way toward a more authentic,
vibrant, and economically sustainable future for commercial spaces.
As we conclude, the research invites the industry to reflect on the potential of
architectural designs that foster community ties, celebrate cultural diversity, and
contribute to the overall well-being of urban spaces. In embracing the lessons from
traditional markets, we advocate for a future where commercial spaces not only thrive
economically but also become integral components of socially vibrant and culturally rich
urban landscapes.
6. Limitations
While this research provides valuable insights into the drawbacks of contemporary mall
design and the potential benefits of integrating features from traditional city centers, it is
essential to acknowledge certain limitations that may influence the interpretation and
generalizability of the findings.
6.1. Geographical Specificity
The study primarily focuses on traditional markets in specific geographical locations, and
the extent to which these findings can be generalized to diverse cultural and regional
contexts remains a subject for further investigation. Different regions may have unique
market dynamics that were not fully captured in this research.
6.2. Temporal Factors
The research is conducted within a specific timeframe, and the dynamics of both
traditional markets and contemporary malls are subject to change over time. The evolving
nature of architectural trends, economic conditions, and consumer behaviors may impact
the relevance of the findings in the future.
6.3. Scope of Statistical Analysis
While the statistical findings provide valuable quantitative insights, the study's scope is
limited to specific parameters such as economic impact, employment opportunities, and
environmental considerations. Other potential factors influencing the relationship
between market design and community well-being may not have been fully explored.
6.4. Causation vs. Correlation
The research identifies correlations between traditional market features and positive
outcomes. However, establishing a direct causational link requires a more in-depth
investigation. Other contextual factors that contribute to economic resilience, social
capital, and community health were not fully disentangled in this study.
6.5. Architectural Complexity
The study simplifies architectural features into key elements, potentially overlooking the
nuanced and multifaceted aspects of both traditional markets and contemporary malls. A
more comprehensive examination of architectural intricacies could provide a more
detailed understanding of their impact.
6.6. Technological Considerations
The research underscores the adverse impact of digital technologies on modern
architecture. However, the study does not delve deeply into the potential positive aspects
1293 From Monotony to Vibrancy: Rethinking Mall Design
or innovations that technology may offer in enhancing community engagement and
architectural design.
6.7. Subjectivity in Consumer Satisfaction
While consumer satisfaction is measured through surveys and feedback analysis, the
subjectivity inherent in individual preferences and experiences introduces an element of
variability. Different consumers may derive satisfaction from diverse aspects not fully
captured in the research.
6.8. Community Health Indicators
The comparative health analyses are based on observational data and may not fully
account for other variables influencing community health indicators. A more extensive
health study would be necessary to draw conclusive links between market types and
community well-being.
By acknowledging these limitations, this research aims to provide a foundation for future
investigations and encourages scholars and practitioners to explore these dimensions
more comprehensively. Addressing these limitations will contribute to a more nuanced
understanding of the intricate relationships between architectural design, community
dynamics, and urban development.
7. Recommendations
This research lays the groundwork for understanding the architectural dynamics between
traditional markets and contemporary malls, offering insights into the potential benefits of
reevaluating design priorities. However, numerous avenues for future exploration and
expansion exist, broadening the scope of inquiry and enriching the understanding of
urban development.
7.1. In-Depth Cultural Analyses
Future studies can delve deeper into the cultural nuances that influence market dynamics.
Exploring how cultural variations impact the design and functionality of markets could
enhance our understanding of community-specific architectural preferences.
7.2. Longitudinal Studies
Conducting longitudinal studies would enable researchers to track the evolution of
traditional markets and malls over time. Observing how architectural changes correlate
with economic shifts, technological advancements, and societal transformations could
provide valuable insights.
7.3. Technological Integration
Given the pivotal role of digital technologies in contemporary life, future research could
explore innovative ways to integrate technology into market design. Investigating how
smart architecture and digital solutions can enhance community engagement without
sacrificing cultural richness is a promising avenue.
7.4. Community-Driven Design
Examining the impact of involving local communities in the design process could offer a
fresh perspective. Research can explore participatory design approaches, where
community members actively contribute to shaping the architecture of their markets.
7.5. Global Comparative Studies
Expanding the geographical scope of the research to include markets and malls from
various regions worldwide would provide a more comprehensive understanding of the
cultural, economic, and architectural factors influencing urban spaces.
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7.6. Environmental Sustainability
Future studies can place a greater emphasis on environmental sustainability in market
design. Exploring how both traditional markets and contemporary malls can adopt eco-
friendly practices could contribute to more sustainable urban development.
7.7. Inclusive Economic Models
Investigating alternative economic models within traditional markets and assessing their
potential for fostering inclusivity and shared prosperity could be a valuable avenue. This
includes exploring cooperative ownership structures and fair trade practices.
7.8. Smart City Integration
Understanding how traditional markets can be integrated into the broader concept of
smart cities is an intriguing direction. Research could explore ways to preserve cultural
richness while aligning with modern urban development goals.
7.9. Psychological and Emotional Impact
Future studies can delve into the psychological and emotional impact of different market
designs on individuals. Exploring how architectural elements influence emotions, stress
levels, and overall well-being could provide a holistic understanding.
7.10. Policy Recommendations
Research focusing on the formulation of urban policies that prioritize community-centric
designs in new constructions or mall renovations can guide policymakers. Developing
frameworks that incentivize sustainable, culturally rich architectural practices can
positively impact urban spaces.
By venturing into these future avenues, scholars, architects, and policymakers can further
enrich the discourse surrounding urban architecture. The continuous exploration of these
themes will contribute to creating more vibrant, sustainable, and community-oriented
urban environments.
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