Art in the center

During the autumn edition of Shopping Center Forum there was a debate about the role of art and design in the process of transformation of shopping centers. Our invitation to participate was accepted by: Agnieszka Nowak, General Director of Galeria Północna, GTC; Maja Ganszyniec, designer and partner at Touchideas agency and Filip Kowalik, journalist and creator of Miasto2077.pl. The discussion was led by Robert Pełka, founder and CEO Marro.

Together we were wondering how art and design influence the image and identity of a place. In case of shopping centres, which constantly look for ideas to attract and keep guests, the question is particularly valid: every means of distinguishing leads to competetive advantage.

When looking at the current situation it’s important to pay attention to social and technological changes. Over 50% of millenials, who are a numerous and important target group, believe that their life is an excellent material for a movie. As a result, they report their life wherever it appears attractive (according to research, 70% chooses activities and places which help in creating attractive content).

This kind of activity requires attractive scenography. If we take good care of it, visitors will be happy to show it to others, thus increasing the image range of the place. Architects face a new challenge: to design “a social media friendly” space, which would allow creating attractive content on Facebook or Instagram.

Many examples were mentioned. Both in Poland (Stary Browar in Poznań created by Grażyna Kulczyk, known for her committed involvement in art; “Whirlpool” sculpture in Warsaw’s Galeria Północna) and abroad (Oculus World Trade Center in New York, K11 Art Mall in Hong Kong, De Markthal in Rotterdam), they were created thanks to personal interests and ambitions of owners and investors. It’s plain to see that art and design increasingly frequently become a conscious image and business choice.