Mall Analysis: Phipps Plaza
How exciting malls are in terms of architectural and interior design! Just by going around the heart of any major city and seeing new steel and glass structures stretching towards the sky, many people may feel that shopping malls are a perfect destination for a combination of shopping and entertainment. As the largest city in the Southeast, Atlanta along with its vast history and historical museums, also offers the region's largest selection of shopping opportunities. Among these shopping opportunities is the Simon Property Group. Simon Property Group is the US's number 1 shopping mall owner and one of the nation's largest publicly trade real estate companies (www.hoovers.com). It owns some of the area's better known malls, including Lenox Square, Phipps Plaza and The Mall of Georgia.
Perhaps these could be the reasons that Phipps Plaza was chosen to be one of the most luxurious designed mall in Atlanta area. It boasts a diverse array of men's and women's apparel shops, specialty retailers and dining opportunities, in addition to a 14-theater movie complex. Phipps Plaza affords shoppers opportunities to buy everything from fine jewelry at Tiffany & Co. to high-tech home electronics at Bang & Olufsen Of Atlanta; from crystal pigs at its sophisticated Ross-Simons to state-of-the-art athletic footwear at Niketown. Sports fans and even the most casual athletes who have yet to visit a Niketown store might want to take advantage of this store's many accessories. Part museum, part retail outlet for all things Nike, each Niketown is a monument to marketing like no other, specially located at Phipps Plaza. Target Market:
Walking through the mall I noticed that the target market was mainly high-end customers and people who where not worried about spending a little more for a great product. There were a lot of galleries and the atmosphere was very sophisticated with marbled floors and stained wood accents that gave the overall appearance of...
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