Visual Ethnography of a shopping Mall


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Creator/Artist: Sayali R. Kadam

Category: Animation Design

Document: Design Research

Batch: 2013-2015

Source: India,   IDC IIT Bombay

Period:  2009-2018

Medium: Report pdf

Supervisor: Prof. Nina Sabnani


Detailed Description

This project explores the social and cultural role of shopping malls through visual ethnography. It examines how malls have evolved beyond shopping spaces into places for social interaction, where families, friends, couples, and people across generations gather, spend time, eat, and socialize. The study looks at the design, ambience, facilities, and spatial organization of malls, using field observation, documentation, and ethnographic research to understand patterns of human behaviour and social connectivity in contemporary urban spaces. The project also draws parallels between modern malls and traditional marketplaces, highlighting how both function as centres of community and social exchange.