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Published on May 2, 2008

Author: Bianca

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Slide1:  ‘ All in the mall’: Developing new consumption spaces in post-Olympic Athens RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 Georgios Tzimas PhD Student Manchester Metropolitan University Business School Slide2:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 Structure of the presentation Researching the neoliberal city and retail development: Theoretical convergences and divergences. The geographies of retail capital in the Athens Metropolitan Area. Producing new consumption spaces in post-Olympic Athens: ‘The Mall Athens’. Profile of ‘The Mall Athens’. The role of public and private institutions in the development of ‘The Mall Athens’. The operation of ‘The Mall Athens’: Some early reflections. Conclusions. Slide3:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 Urban neoliberalism and retail development Urban governance, entrepreneurialism and the neoliberal city: New directions in urban geography during the 1990s. The emergence of the ‘new retail geography’ in the 1990s: The economic and cultural geographies of retailing. Theming the city, theming the mall: Urban sociologists’ studies of consumption spaces in US since the 1990s. Slide4:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 The geographies of retail capital in the Athens Metropolitan Area The switching of retail capital in the Athens Metropolitan Area between 1980 and 2005. New and existing consumption spaces in Athens. Shopertainment: The convergence of leisure activities and shopping in Athens. Slide5:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 The geographies of retail capital in the Athens Metropolitan Area Retail uses in Stadiou Street in Athens in 1965. (Source: Scott, 1970, p.30) The Korai arcade today. Slide6:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 The geographies of retail capital in the Athens Metropolitan Area The demise of the department store in the 1990s: The Minion department store. The return of retail capital in the city centre during the 2000s. The Attica department store. Slide7:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 The geographies of retail capital in the Athens Metropolitan Area New consumption spaces in Athens. The Village Park in Renti. Shopertainmet: The redevelopment of the Olympiacos F.C. stadium. Slide8:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 The geographies of retail capital in the Athens Metropolitan Area The internationalization of the retail capital in the high street: Ermou Street in Athens. Slide9:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 Producing new consumption spaces in post-Olympic Athens: ‘The Mall Athens’ ‘The Mall Athens’ is in Marousi, a suburb of Athens and it is located next to the Neratziotissa Station of the ISAP Electric Railway network and the Attiki Odos motorway. ‘The Mall Athens’ was developed by Lamda Olympia Village. Its opening was at 25th of November 2005. It has 58,850m2 of GLA and 90,000m2 of underground spaces. Slide10:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 Producing new consumption spaces in post-Olympic Athens: ‘The Mall Athens’. ‘The Mall Athens’ shopping and leisure spaces expand to 4 floors. ‘The Mall Athens’ facilitates 200 shops (17 Anchor stores), 6 leisure spaces, a 15 screen multiplex cinema, 7 restaurants, 16 eating places and a services area at the ground floor. It has 2,100 parking spaces located in three underground floors. Parking is not free of charge. Shops are open from 09:00-21:00 from Monday to Saturday (Saturday close at 20:00), while the non retail uses close at 02:00 and there are also open at Sundays. Slide11:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 The role of public and private institutions in the development of ‘The Mall Athens’ The Municipality of Amarousion. - The role of the Municipal Enterprise of Amarousion. The Athens 2004 Olympic Games Organizing Committee. The planning of the Media Villages. The strategic planning for the transport infrastructure of the Athens 2004 Olympic Games. The Government Regulation for accomplishing the Athens 2004 Olympic Games. Deregulation of the retail industry in Greece. The developer: Lamda Olympia Village Slide12:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 The role of the Athens 2004 Olympic Games Organizing Committee in the development of ‘The Mall Athens’ The Media Village of Marousi, which is now being re-developed as ILIDA, a new residential area in Marousi. The plan of the Media Village of Marousi. Source: (Municipality of Marousi, 2002, p.23). Slide13:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 The role of the Athens 2004 Olympic Games Organizing Committee in the development of ‘The Mall Athens’ The Neratziotissa Station of the ISAP Electric Railway Network The bridge, which connects the Neratziotissa Station directly with ‘The Mall Athens’. Slide14:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 The role of the Athens 2004 Olympic Games Organizing Committee in the development of ‘The Mall Athens’ The Athens Metro existing network and planned extensions. Source: www.ametro.gr Slide15:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 The operation of ‘The Mall Athens’: Some early reflections The spatial switching of retail capital. The internationalization of the retail capital and the new spaces of consumption as a medium for transnational retail investment. The restructuring of the local retail capital in the new retail environment. Slide16:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 The operation of ‘The Mall Athens’: Some early reflections The development of “public space” in a private - owned environment. The control of the private space: Surveillance and security in ‘The Mall Athens’. Slide17:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 The operation of ‘The Mall Athens’: Some early reflections Designing ‘The Athens Mall’: Slide18:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 Conclusions The development of ‘The Mall Athens’ is a result of urban entrepreneurialism policies involving both the public and private sector and the interaction between various state actors in different scales. ‘The Mall Athens’ promotes a new type of cityscape in the Athenian landscape identified by the importance of security, the theming of space and the ageographic characteristics of the place (Sorkin, 1992). The success or failure of ‘The Athens Mall’ will have implications in the switching of retail capital in Athens and the adoption or abandonment of new consumption spaces. Slide19:  RCC E-Conference, Session 1: Urban regeneration, place-marketing and the creative city, Thursday 2nd of November 2006 And here’s one a made earlier At 30th of May 2006, Lamda Development became the contractor for the post-Olympic use of the International Broadcasting Centre in Maroussi. Lamda Development will create a 52,835m2 commercial and leisure complex and a further 14,500m2 space, which will facilitate two museums.

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