Shopping centres are morphing to survive. Opening cinemas, restaurants and other attractions to get people out of the house and their tenants happy with more footfall, they are trying to move away from being a one trick shopping pony. This is old news.
But, it’s all so chainy and sanitised; the antithesis of what is cool today. It’s basic.
What’s cool today is start-ups, seasonal produce, artisans, craftspeople, farmer’s markets, Boxparks, ethnic food and passionate and motivated people seeing the whites of their customer’s eyes.
Shopping centres need to harness this energy and support it.
I’ve often been jealous of the historical, covered markets they have in many Northern towns. This isn’t poncey, Daylesford Organic type markets, but real markets for everybody, offering quality and affordability. Lots of fresh produce and home made products. I know, if I had one closer, I would use it.
I visited Belfast 18 months ago and fell upon St George’s Market. It was a mid-week wednesday in October and the whole place was buzzing. Built between 1890 and 1896, and supported by The National Lottery, the restoration preserved its Victorian heritage, from the authentic stone bricks to its Bangor Blue roof slates and replicas of original Victorian shops.
As well as restoring an important historical building, the project created a modern market place providing a space to trade and grow for over 170 small local businesses, and supports around 400 jobs each week.
Since its renovation in 1999, St George’s Market has gone from strength to strength, trebling the number of days it trades from one day a week to three. The huge variety and quality of products on offer helps to attract over 600,000 visitors each year. St George’s Market was named the UK’s Best Large Indoor Market 2014 by the National Association of British Market Authorities.
There were signs on the doors saying there was a wait-list for stalls. It was a mix of food, arts and crafts, vintage artefacts and unique gifts. Of course, not everything was to the highest taste, but that’s the point of a market, it’s an excitement of discovery and unpredictablity. The opposite of a modern and bland shopping centre. It was thriving and it had an energy that I wanted to spend time in.
I recently visited Centre:MK in Milton Keynes. It’s a busy, 1970s listed shopping centre at the heart of the city. I had a walk around and noticed, huddled under a flyover type structure, was an outside market: little stalls selling vegetables and other types of street market products.
Shopping centres need to bring this inside, polish it up a bit and expand it. But not sanitise it. These types of markets were often looked down upon, much like Primark was – Read more here – but things change and we need a return to a type of frequent shopping that we’ve been doing for thousands of years.
This is the modern version of an ancient market. Somewhere I can get great bread, home-made chocolates for presents and authentic products from all the nationalities who have made their home in the UK.
I live in Croydon. They opened a Boxpark over a year ago. It’s fantastic. It’s a large food court which feels like you’re trying something new and getting passion in every mouthful. It’s just food and you congregate on large communal tables in the centre after visiting what feels like an unlimited choice of cuisines.
People are just as tired of chain restaurants as they are of chain stores. It’s time for independents. These shopping centres could support whole armies of people itching to start their own enterprise. There are so many people wanting to follow their dreams and try something new without the prohibitive cost of opening a shop or starting a website. These brands are very active on social media and offer newness and a point of difference.
Large towns and highly populated areas could easily sustain a thriving market type concept. The shopping centre needs to be an umbrella rather than a controller. The other shops would benefit from more frequent visitors and the buzz of the shopping centre. This is also how future brands will start.
Remember Marks & Spencer started on a market stall in Leeds after all.
Marcus Jaye is founder and creative director of TheChicGeek, read more at thechicgeek.co.uk