Assignment 6: Simone

In Lenox mall is an example of an unfixed space. The use of the space can change at anytime with variations between its management and popularity. Currently it is managed by Simon Malls, a very successful mall developer, therefore making it one of Atlanta's most popular and prestigious malls. If it was managed by someone else, perhaps it would be less popular. Victor Gruen and James Rouse saw shopping centers as a way to reunite communities as its civic center by imposing a healthy social order...or encouraged interaction. Lenox mall is an example of this due to its popularity within and outside of its community location. Customers are continually interacting with salespersons and each other. asking questions, advice, and developing relationships. Lenox mall does not have a theatre attached to it, although there is one across the street in Phipps mall. However, Lenox mall does have a gym, the Forum, is another example of people in the community interacting with each in a diverse environment.

Rouse strongly believed that design was essential in creating the right atmosphere and environment so that the mall can effectively serve its community. Lenox mall as a great design, which allows for accessibility of all its stores and products. Starbucks can be found in the front of Macy's mens department and again in the middle of the mall by the escalators. The anchors are Macy's, at the front of the mall, Neimen Marcus, in the middle of the mall, and Bloomingdales, at the back of the mall. This newer modern mall follows the traditional spacing of anchors of postwar shopping centers, which is to have one at either side of the mall. However, since Lenox is larger than traditional malls of the past it has a third anchor, which is located in the middle. Escalators and maps of the malls store locations are placed strategically at all the malls major points of entrance, along with stairs as an option between them. Most of the higher end stores are located in the main portion of the mall, although the customers and people who are walking around this space is very diverse. On the other hand, the slightly more urban and sport stores are located at the back of the mall and towards its lowest levels, close to the food court. This space is less diverse, and clearly utilized by one demographic more than some others. However the food court is used by all the malls customers and brings diversity to the back/basement of the mall. From the picture of CPK and part of the food court, you can see that although Lenox mall is a popular and prestigious mall it still has an outdated food court, where most food courts now are undergoing more modern renovations. Perhaps to combat this, the food court put the sushi hut in front of its escalators and has several popular restaurants located inside of it, some of which can be accessed through the mall, like Prime and CPK, and some that can only be accessed from outside the mall.