Hear from industry leaders and collaborators behind The Mall in a series of conversations co-curated with internationally renowned architectural practice OMA. Learn about the origins of the shopping mall, discover new technologies, design and visual merchandising, and explore personal stories.

Presented in collaboration with OMA and The Guardian.

To attend this event, book a free opening weekend general admission ticket (opens in new tab).

Sessions

The Gruen Legacy

1pm

A conversation exploring the origins and evolution of the modern shopping mall and the people behind its invention. Featuring Peggy Gruen, the daughter of pioneering retail designers Victor Gruen and Elsie Crawford alongside Debra Gerod, partner at Gruen Associates, who trace the firm’s early projects and influences.

Moderated by Alexandra Lange, design critic and author of Meet Me by the Fountain: An Inside History of the Mall.

The Shape of The Mall

2pm

OMA and Powerhouse share the concepts of Desire, Arcade, Transaction, Ideal City and Forum that have shaped The Mall. A conversation between OMA’s David Giannotten, Gabriel Duarte, Sylvia Chan and Powerhouse curators Keinton Butler and Cara Stewart.

Shopping Behaviours

3pm

From traditional dumbbell and clustered mall formats to contemporary mixed-use precincts, retail environments are designed to shape movement, encourage engagement and support commercial performance. Featuring former Scentre Group principal designer Frank Alvarez, OMA Senior Architect Gabriel Duarte and David Jones Head of Creative Ross Sabatini, this conversation will reveal design strategies used to influence consumer behaviour.

Parra Reunited | Talk & Screening

4pm

25 years on from the release of the film PARRA, documentary filmmaker Mitzi Goldman, now co-founder and CEO of Documentary Australia, brings the subjects of her film back together to discuss the project and how their lives and Parramatta Westfield have changed. The talk will be followed by a screening of the film.