A monument to Chinese consumer culture

 

My friend posted this link from Architizer and I found it so fascinating the lengths and obsession the Chinese will succumb to in the sake of their shopping malls, fake products, and materialistic obsession. As I as studying abroad last semester my peer and I always wondered how on earth there would be enough people to fill these shopping malls because while in the states we have a variety of grocery stores, schools, public parks, libraries, clinics, etc- you can only find a mall every once in awhile. But in China its a different story. Every inch of China seems to be covered in malls- not in the simplest forms of retail shops, but large scale malls just like the one below. HOW do they find that many people to buy stuff and if they do WHERE do they put everything?!

Check out the project below and let me know what you think.

 

9,600,000 square feet. 2,350 retails spaces. Spraying fountains, amusement park rides, video game arcades, replicas of international monuments, including the Arc de Triomph, the bell tower of St. Mark’s in Venice, and a 1.3-mile canal with gondolas. This is the New South China Mall in Dongguan, China, a sprawling, colorful complex that has been poised as the one-stop consumption center of the future since its opening in 2005. But in the words and images of photographer Matthew Niederhauser, the mall is an “unabatedly empty temple to consumerism.” Of its 2,350 retail spaces, only 47 are occupied, and the top floors remain unfinished, sitting in settled dust, inhabited almost exclusively by an eerie coterie of dismembered mannequins.

The image, however, is more bleak than sublime. The mall’s manager and his team of a dozen or so operators are clinging to hope in the form of a government-sponsored investor, who refuses to let the project succumb to bankruptcy. But it remains to be seen whether or not China can pump life into this massive consumerist monument, built over 220 acres of farmland with barely any connection to the populated provinces of Shenzhen and Guangzhou nearby.

In an upcoming Oscar-nominated film about the mall by Sam Green, mall consultant Ted deSwart hailed the hulking complex—the product of a billionaire’s myopic vision—as an illustration of “how fast China is not only catching up with the West but surpassing the West too.” The New South China Mall undoubtedly dwarfs its western predecessors, spanning twice the size of Minneapolis’ famed Mall of America and appearing more like a condensed city akin to Las Vegas than a mere shopping destination. However, its ghostly interiors and empty walkways and escalators are a testament to China’s eagerness to fabricate superficial visions of grandeur with little to no regard to their context.

 

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