Mallification is a two-year research project that traces the physical and digital developments of the shopping mall. The exhibition is centred around the film The Creators of Shopping Worlds by the German filmmaker Harun Farocki (1944-2014) that analyses how malls are being designed in order to maximise traffic and sales.
Alongside the film, the exhibition shows two different visions of the shopping mall: the book Enclosed Shopping Centres (Clive Darlow, 1974) coupled with Jaap Bakema’s (original) drawings of the Lijnbaan, arguably the first modern ‘shopping mall’ in the Netherlands. The drawings are from the collection of The State Archive for Dutch Architecture and Urban Planning. These elements are juxtaposed with images taken by photographer Thomas Nolf depicting the most bastardised version of a mall: a luxury outlet shopping centre in Maasmechelen.
Mallification is initiated by Janno Martens, Laurens Otto and Jacques Heinrich Toussaint of Bureau for Cultural Analysis.
On Thursday Night Live! on 5 October the panel talk Mallification will take place at 19:30. With Mark Pimlott (TU Delft), Natascha Meuser (writer Architektur im Zoo) and Gesina Roters (Brand strategy agency DAY).
Weekly presentations in the foyer, spotlighting a controversial new design, sensational research, work by an emerging talent or a new acquisition for the State Archive for Dutch Architecture and Urban Planning.
Supported by Mondriaan Fund and Goethe Institut.