Enter the Zone

-- Gifts & Decorative Accessories, 1/1/2001

The times, they are a-changing.especially when it comes to the concept of shopping. Generation Yers are a whole new kind of consumer, and the Glendale Galleria in Glendale, California, responded by unveiling The Zone four months ago.

The Zone is a shopping area that resembles an indoor aquarium, with terazzo floors that look like flowing water, twisted columns that resemble submerged seaweed, and colored-glass handrails in the blue-green shades of the Pacific. The theme also extends to the area's six stores: Vans, No Fear, Premium, Catwalk, Juxtapose, and Boarders.

But the $2.5 million concept allows teens to do much more than shop: They can hang out in an area created with them in mind, replete with circular couches for lounging, a chalkboard that lets them leave messages for friends, televisions blasting videos, and even computer kiosks.

Perhaps the most interesting aspect of The Zone is that it was designed by the users themselves. The mall management put together a focus group of 146 local teens to brainstorm. According to mall representative Annette Bethers, the management picked up on recurring themes amid the many ideas discussed. "For example, water kept coming up."

Special events have buoyed The Zone's success. KIIS FM sometimes broadcasts live from the area, positively impacting mall traffic. There are also weekly prize drawings, opinion polls on current events, and concerts. There is no limit to what the future may hold. "We designed The Zone to always be evolving," explains Bethers. "We want to always keep it fresh with new activities, new merchandise, and new events."

So far the response has been good; however, it's a bit early for a formal traffic study, since shoppers are still discovering the area. "We're finding that adults like it almost as much as teens," comments Bethers. "Many families are coming together to The Zone."

And a similar area may be coming soon to a mall near you. "Other developers have come by to see The Zone and to consider how they might incorporate the same type of idea into their malls," states Bethers proudly.