For some upscale malls, art is in the right place

McClatchy Tribune

HOLLYWOOD ALLURE: The Gardens Mall in Palm Beach, Fla., hosts “Cinematic Couture,” an art exhibit of more than 40 period costumes that were featured in Hollywood movies. These are culled from the more than 250,000 costumes and accessories in the London-based designers archive spanning more than 250 years. The exhibit features elaborate gowns worn by stars such as Kate Winslet (“Finding Neverland”); Nicole Kidman (“Portrait of a Lady”); and Elizabeth Taylor (“Young Toscanini”).

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FORT LAUDERDALE, Fla. — Malls — especially privately owned centers that cater to upscale clientele — increasingly are incorporating fine art in indoor common areas and outdoor spaces to beautify their centers and offer shoppers another reason to visit the mall, a spokesman said.

In South Florida, shopping centers already offer patrons a feast for the eyes, but some are now adding fine art to the plenty.

During the recent $22 million renovation at Aventura Mall, owners Turnberry Associates invested in a collection that includes contemporary sculpture, installation and painting by renowned international and Miami artists. More than 65 miles to the north, in Palm Beach Gardens, Fla., The Gardens Mall is connecting visitors with art and shopping another way: hosting “Cinematic Couture,” an exhibit of more than 40 period costumes featured in Hollywood movies.

“It doesn’t drive sales, but it’s a great way for them to differentiate themselves from their competitors,” said Malachy Kavanagh, spokesman for the International Council of Shopping Centers.

Sculptures unveiled

Recently, Aventura Mall unveiled four new sculptures including: Walking Figure by Donald Baechler; Eye Benches by Louise Bourgeois; Back of a Snowman by Gary Hume; and Florida’s Soul by Jaume Plensa. All are on permanent display, and several pieces in the collection were commissioned for the privately owned mall.

Jackie Fletcher, director of the Turnberry for the Arts program, says mall owners are expanding the traditional boundaries of where art is found. Walking through the mall has become a “wonderful treasure hunt” for shoppers, she said, declining to say how much the collection is valued at.

Baechler’s bronze Walking Figure presents the lively image of a young woman striding forward as if caught in mid-step. Eye Benches, composed of black Zimbabwe granite, takes the form of surrealistic eyes that appear to follow viewers with their gaze. Back of a Snowman, a 10-foot tall enamel on bronze, is a faceless snowman installed outdoors amid tropical palm trees.

Fletcher said the mall is working on two or three more pieces, including a commissioned work by Daniel Arsham. There also are plans for a brochure that would give shoppers a self-guided walking tour of the artwork, she said.

Heightened standards

Some of the first enclosed malls were built in rural areas by wealthy entrepreneurs who incorporated art into their shopping centers because it reflected their own interests, and malls were often the community’s only civic venue, Kavanagh said. In time, suburbs grew up and developers stopped installing art because they had trouble justifying it to tenants who are mostly concerned with generating sales.

Mall development standards are heightened and art is seeing a resurgence, Kavanagh said.

“Our goal is to bring art to the masses,” said Michele Jacobs, marketing director for The Gardens Mall, which is privately owned by The Forbes Co. “Cinematic Couture,” chosen from London-based costume house COSPROP, which has an archive of more than 250,000 costumes and accessories and spanning more than 250 years, features elaborate gowns worn by stars such as Kate Winslet (“Finding Neverland”); Nicole Kidman (“Portrait of a Lady”); and Elizabeth Taylor (“Young Toscanini”).

Pleasantly surprised

It was a nice surprise for movie buff Jeannice Braun of Lake Worth, Fla., who saw the exhibit recently in center court.

“It’s a really thrilling exhibit,” Braun said, noting she would have made a special trip to the mall sooner had she known it was there. “Everything here has come from fabulous movies.”

The free exhibit is drawing more than 2,000 people a day, Jacobs said.