London based Colman Architects recently won a competition sponsored by the International Council of Shopping Centers, Inc. (ICSC) to envision what the architectural innovations of the shopping center fifty years from now will be like. Colman’s idea is replacing individual stores with product galleries. They’ve created organic shaped theatres that contain a single product type, footwear for example, and provide space for multiple brands to display on tiered levels. Product information and customization areas are centrally located within each gallery.

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