assignment 6: David

*Disclaimer: I'm sorry to add yet another post about on Lenox Mall. But due to my lack of an automobile at the moment, its accessibility via MARTA made it the most logical choice for me.

1. Lenox Mall anchors the shopping district in what it touted to be the Rodeo Drive of the South: Buckhead. Lenox is the Atlanta region's most high-profile mall and even makes appearances in the lyrics of local rappers such as Young Jeezy and Gucci Mane. This is quite an honor coming from some "hot" artists in the absurdly materialistic hip-hop culture (I know not all hip-hop artists advocate excessive consumption -- "money, hoes, cars, clothes" -- but these two do). As such, it enjoys high-end stores that cater to sophisticated tastes. I visited the mall around 1 p.m. on a Sunday and there were families, not too many teens, but mostly couples and groups of friends in their 20s and 30s. In the photo at left, we can see that the interior architecture reflects the features Crawford describes as bringing about a "Gruen Transfer." There is a long arcade with a vaulted ceiling and side window bring in natural light, circular openings in each major intersection allow a range of viewing perspectives of the multiple levels. The white natural light reflecting off the white paint, white marble, and shiny metal, creates the "white noise" which disorients suspends shoppers consumer-minded stasis. One thing that that struck me while in the mall was how calm and peaceful everyone appeared. I have not noticed this many people so relaxed in my life. The other thing that struck me about the shoppers was that, by and large, their look -- clothes, hair, accessories -- reflected the images projected by the mall. The shoppers were the mall. Apparently, Lenox is effective at causing the Gruen Transfer.

2. There is seating placed throughout the mall, especially in front to the entrances to its anchor stores and in the food court, obviously. Here we can see folks relaxing outside of Macy's. Most of the seating was comfortable including this two-backed chaise lounge seen at right where one could stretch out if need be.

3. Escalators are placed at the ends and middle of the mall which make people have to walk as far as possible to get to one level or the next. Of course, the reason for this is that they can pass by more store and be driven to make an impulsive purchase. Also, there is no way to go directly from the first floor to the third. In order to get to the third floor you must visit the second. However, there is one under construction in one of the atrium areas near the food court.