Westfield of London - does it have giant faces?

Mega-mall: Is this the future of shopping? - This Britain, UK - The Independent

The report is about Frank Lowry opening a massive Westfield mall-ish thing in London. It's of some interest.

The main point of my post, however, is to ask the question: which advertising/design guru came up with the awful idea of using enormous large prints of beaming, happy people, or alternatively food stuffs and gift items, as a feature on both the outside and inside of shopping centres?

Maybe its day has gone already (I don't drive past the place often), but one prominent Brisbane suburban shopping mall a couple of years ago had a makeover in which gigantic prints of happy people, fruit and vegetables, and assorted other shopping stuff, appeared on the outside of the centre's main building. I have seen something similar appearing in other shopping centres more recently too; it would seem to have suddenly become a favourite idea of the design consultants who shopping centres no doubt engage to freshen up their look.

Another similar problem: cinema complexes in those same malls that feature giant posters of the current movie stars, as at the date they were built. Of course, 15 years later, those same stars may be no longer the box office crowd pleaser they once were, but we still have their mugs up there trying to pull us in.

Most recently, a jewellery shop inside my local suburban mall was refurbished with by large, permanent backlit posters featuring a man and woman in an obvious sexual endeavour. (At its worst, the guy is shirtless in an predatory position above the semi-reclining, jewellery clad, woman, who is of course pleased with the attention.)

(Obviously, this post would be much better if I was able to illustrate this with photos.)

The problem I have with this type of design: it has looked cheap, tacky and dated as soon as it appeared. I can't imagine a look that is likely to date faster. Furthermore, it's just inherently inane: you don't need to drape shopping malls in giant prints of fruit, vegetables and people to let passers-by know that inside they will indeed find fruit, vegetables and people. Trying to tell women that jewellery is somehow associated with a better sex life seems outright dishonest: the number of men in history who have slept with a woman because they were particularly impressed with her attractive pendant could probably be counted on one hand.

Someone needs to taken to task for this. Maybe Councils need their own design consultants to enforce better taste against the shopping centres. And then we will need a Design Court system to resolve disputes, with lawyers who specialise in recognizing good taste. Or just invest me with power to adjudicate. That'll help.