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For my walking research I went to the American Dream Mall in East Rutherford, New Jersey. I chose to go here because I hadn't been in a very long time, and I know it is a very unique experience.

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What makes this space distinct from others?

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What makes this space distinct from others?

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The first reason the American Dream Mall is distinct from other shopping centers is because of its size, The American Dream Mall is approximately 3 million square feet, making it the second largest retail and entertainment center in the U.S. The second reason is its mixed-use nature, not only is the mall a place to spend your latest paycheck on retail. It is also a place where you can come and face your fears on the water slides and huge Ferris wheel. The mall has a theme park, water park, aquarium, and more. It is a huge tourist attraction because of its unique attractions that go beyond traditional retail and makes you forget all about how much money you've spent.

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How history contributes to atmosphere and purpose?

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How history contributes to atmosphere and purpose?

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The American Dream Mall has a complex history of stalled construction and multiple ownership changes. The project faced delays, reflecting larger patterns in urban development, capitalism, and the American Dream. The mall’s history impacts its current atmosphere by creating a feeling of aspirational luxury combined with the reality of capitalism's cyclical nature. Visitors may feel a blend of excitement and the pressure of consumerism.

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Who has entry to this space, and who does not? Why might that be?

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Who has entry to this space, and who does not? Why might that be?

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Physically, anyone can enter the mall, but access to certain experiences like the theme park, luxury stores, or specific events might require financial means, limiting some people's ability to fully participate. While I was walking around the mall, I realized that there is one section of stores in the mall that most people will be able to afford such as Zara, Box lunch, Primark, Charlotte Russe, Hot Topic etc. And then there's the other side of the mall which is a big piece of the mall that has stores like Hermes, Balenciaga, Rolex, Dolce and Gabbana, Saint Laurent etc. So not everyone can experience that side of the mall.

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How do your personal experience and background influence your entry to and interpretation of this space?

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How do your personal experience and background influence your entry to and interpretation of this space?

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When I first got to the mall it was very crowded and there was a cheerleading performance happening on the lower level of the mall, so it was overwhelming at first but once it calmed down it was a very cool experience. When I went on the higher end side there was more pressure that makes you feel like you shouldn't be there because of the security.

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Who feels welcome here? Who might feel excluded?

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Who feels welcome here? Who might feel excluded?

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While anyone can walk through the mall, not everyone feels comfortable in the space. Those with limited financial resources may feel excluded, as the mall’s design often revolves around luxury. Additionally, the overwhelming size and scale of the space could be intimidating, especially if visitors feel they don’t belong in such a lavish environment.

Economic status plays a major role in who has access to the higher-end stores or exclusive experiences like the theme park. The mall is designed as a luxury experience, and those with disposable income are more likely to fully experience what the mall offers. In terms of invisible costs, the financial pressure of the mall’s offerings may discourage lower-income groups.

The higher end side of the mall was very interesting and different from the rest of the mall. the other side was more family friendly; they had these animal bikes for kids to ride around on and strollers that families could rent that had built in tablets on them. while the higher end side was more laid back and fancy. There was no kid stuff, cool sculptures and more security.

There are definite social markers that become apparent in this space. Age, race, gender, and ability are also factors that can influence one's experience of the space. For example, certain high-end stores or experiences may not be as accessible to people from lower economic brackets or certain racial or ethnic groups, leading to social exclusion.

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While I was at the mall I waked around and also stopped and did some shopping. While I was walking around, I noticed a lot of unique and interesting sculptures and attractions. one that really caught my eye was this makeshift park in Garden/park in the middle of the mall. It was very magical and when walking in it I felt like I was inside a fairytale. It was filled with plants and had a huge fountain in the middle.

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The water in the fountain lights up when you touch it

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The water in the fountain lights up when you touch it

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Weird moving eyeball inside Gentle Monster store

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Weird moving eyeball inside Gentle Monster store

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2 Big white buffalos in the front of a store called Gentle Monster

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2 Big white buffalos in the front of a store called Gentle Monster

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Uptake Report: Can walking research enhance your understanding?

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Uptake Report: Can walking research enhance your understanding?

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Walking research allows you to gather firsthand knowledge from your experiences. By physically navigating the space, you not only observe but also feel the atmosphere. This approach can reveal more about the social dynamics, implicit rules, and power dynamics than other types of research. It's easy to read about an experience but it will never be the same as actually experiencing it yourself.

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The 2 Biggest Malls In North America Are Now Collateral For Long-Delayed 3M SF Project In New Jersey

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American Dream Mall, East Rutherford - Book Tickets & Tours | GetYourGuide

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Book your American Dream Mall tickets online! Save time and money with our best price guarantee ▻ make the most of your visit to East Rutherford!