Fans of Netflix's science fiction horror series Stranger Things were recently treated to season 3, which almost entirely takes place within a suburban mall. Filled with neon, fake marble and geometric water features, the postmodern mall design became the ideal setting for the show set in 1985.
What is first assumed to be an elaborate stage set or impressive CGI is actually a mall in Duluth, Georgia. Originally built in 1984, the Gwinnett Place Mall is one of many malls throughout America that faced declining visitorship during the early 2000s which led to the closure of many of its stores several years ago (only a few remain in operation, including Foot Locker, Finish Line, Victoria’s Secret and Macy’s).
This became a perfect opportunity for the producers of Stranger things to rent a large portion of the space for a fraction of the price it might have been even a decade ago, allowing them to invest more into making the mall appear revitalize; principally by building shops with time-appropriate designs, including JC Penney, Burger King and Radio Shack.
Fans of the show have learned the true location of the mall and have since been sneaking in to take photos and videos. According to The Verge, "the set is closed to the public and is currently in the process of being dismantled." Does the use of the mall in Stranger Things set a precedent for other opportunities that can be struck between economically disused buildings and the entertainment industry?
2 Comments
It also provided opportunities for product placement revenue which Netflix apparently needs desperately.
I liked season 3, especially the last 2 episodes. The mall, especially in its hay day, is without a doubt a mythical typology, and I think they captured that pretty well. Although malls are still highly active, the mall culture that surrounded them at their height is something that seems mostly gone. Unfortunately, the mall is a perfect example of form tightly following program. This makes them less mailable and resilient to change. I was recently in a mall, and was pretty hungry. I couldn’t help but imagine if every shop became a good restaurant...like a small city of eateries where the public could wander and answer the existential question...”what should we eat?”
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