Sex, Gender, Becoming - PULP

90 Jeanne van Eeden
The gendered setting of the mall was already created by department
store decorators in the nineteenth century who consciously designed
interior spaces and colour schemes to institutionalise gender
distinctions and stereotypes. Consequently, ‘the color in the stores ...
the indulgence and the impulse became ever more associated in the
minds of both sexes with femininity’. 163 In American department
stores after 1890, men had separate street and elevator entrances
and departments that were decorated in dark and ‘rugged’ colours,
creating discrete gender spaces for men and women. 164 This
distinction has been reinforced in today’s malls, so that the shopping
experience they offer is primarily geared towards the female shopper.
This translates into the use of increased lighting to improve women’s
perception of safety 165 as well as things like packaging design,
advertising, merchandising, store design and fixturing. 166 Underhill
establishes that women need to feel comfortable when they shop and
have different spatial requirements. 167 In the South African context,
this perception has influenced the representation of space at Century
City’s Canal Walk mall in Cape Town which has, for example, special
‘hospitality lounges’ because research suggests ‘women like to be
made to feel at home while shopping’. 168 According to the managing
agent for Canal Walk: 169
Male minds may wander, but women like a quieter style of shopping.
We’ve listened to shopping opinions of women in research focus groups
and have realised that the key to catering to the needs of women is
convenience ... Canal Walk [does not] have spiral ramps leading to its
parking lot. Women drivers find these frustrating ... so the centre ...
boast[s] gradually ascending ramps that go straight up, so we can reduce
stress experienced by women when they search for parking.
At the same time, South African malls have devised strategies by
which to encourage men to spend more time in them. Because men
have to be kept occupied or involved, 170 malls have focused on men’s
needs by creating ‘playpens’ and spaces dedicated to activities,
gadgets, and shops for men. Accordingly, The Gateway Theatre of
Shopping in Umhlanga offers men ‘Boys’ Own-type adventure’ in an
aqueous tank, climbing wall, and simulated wave pool, 171 again
establishing gender distinctions in terms of space, shopping, and
gender performativity. According to Canal Walk developers: 172
163
Leach (n 78 above) 331.
164 Leach (as above).
165 H Newman ‘Prologue’ in JR White & KD Gray (eds) Shopping centers and other
retail property. Investment, development, financing, and management (1996) 13.
166 Underhill (n 9 above) 98.
167 Underhill 118-119.
168
Cameron (n 106 above) 73, my emphasis.
169 As above.
170 Underhill (n 9 above) 102-103.
171
Cameron (n 106 above) 72.
172 As above.