Por que os shoppings não têm janela? Entenda as razões por trás dessa escolha

[{"selector":"#anim-1f21ae72-8787-487b-8b4e-168a26645af3","keyframes":{"opacity":[0,1]},"delay":0,"duration":1000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a66ca155-e35d-487a-af24-20362fbcc932","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-afad927d-94d2-46b0-b1a9-e1a555876f02","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-c3babe5c-d2e6-41c3-ab13-f11b23f0b0c5","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] unsplash

[{"selector":"#anim-49855028-e0b3-4911-a22f-aefb0ee09d11","keyframes":{"opacity":[0,1]},"delay":0,"duration":1500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f401774e-dd04-4a99-8fd3-9a4b60e3b3fb","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-8d37299f-ba2e-4d91-82d6-393e0413b6ff","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-0dd6f86b-2ad3-41ce-81e8-6f08b5c7d79c","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-cf7a5231-e134-4679-8ca0-de6e82b34393 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-24.92690744287269%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] Décadas atrás, os consumidores iam às compras nas ruas. Uma série de pequenas lojas familiares ficavam lado a lado ao longo de um ou dois quarteirões arborizados, exibindo seus produtos por grandes janelas acolhedoras unsplash

[{"selector":"#anim-8c7bf2e6-d338-4cc4-9540-bae73b9414e4","keyframes":{"opacity":[0,1]},"delay":0,"duration":1500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-892f7560-28e6-423a-9077-069c9df5798f","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-ecd22680-3b92-452c-9974-b5c5e9109838","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-b0218f12-7e32-43a1-9209-3f1a5ce3e840","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7e1006d4-f551-4ddd-b7a7-ce1126ca1c7b [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(15.52734257813722%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] Em 1956, aconteceu algo que mudou para sempre essa experiência. Um novo formato de varejo reuniu a agitação do comércio de rua e o recriou em um grande edifício quadradão que era – propositalmente – desprovido de janelas unsplash

[{"selector":"#anim-64bdda00-a268-4e8f-bd10-f2040e834a8c","keyframes":{"opacity":[0,1]},"delay":0,"duration":1500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-de57571b-c0a3-4e2e-9464-116b302c8f91","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-ec800d0e-8e9c-43ff-8ec1-f7213f7d281a","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-cd77f54d-6314-4598-9b68-b66021f87600","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-777ea220-4185-4da8-90a8-9d690badd94f [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-30.620117069903625%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] O nascimento do shopping nos EUA inaugurou uma era de compras “sem janelas” que persiste até hoje unsplash

[{"selector":"#anim-fd8faa33-55e3-487f-b680-47a74330e2a3","keyframes":{"opacity":[0,1]},"delay":0,"duration":1500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-db5416d6-ea66-467d-b57b-0938719733eb","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-a338195e-f445-496a-910d-b441db122372","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-8f2d2e9d-2695-494b-80a3-c0bbb403e0bc","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0df6eef1-ca54-4bbd-8128-7b68a226ded2 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(31.249999886225726%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] A estratégia foi inteligente e pequenos detalhes no planejamento — desde a arquitetura simples até os vasos de plantas — foram cuidadosamente pensados unsplash

[{"selector":"#anim-9c39f165-e48e-4954-9599-8ddf3a3f06d2","keyframes":{"opacity":[0,1]},"delay":0,"duration":1500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f276483b-f854-467d-bbe1-8cea88ba72ee","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-4e8de9f2-7af2-4c4e-b972-e9bba727b3b0","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-a6fd2b54-f4a1-4fc8-a330-4f6177a07819","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-056a1e39-6579-4359-adf9-d649b094424d [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-56.74743666916964%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] Estas foram medidas de redução de custos para os operadores dos centros comerciais, que também foram concebidas para influenciar os frequentadores dos centros comerciais a gastar livremente unsplash

[{"selector":"#anim-e40d736d-e85b-4baa-8eed-787586d3be11","keyframes":{"opacity":[0,1]},"delay":0,"duration":1500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-dfc761bc-8b78-4b42-8e66-54fc48d9a3de","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-2e860a96-6c5e-428c-9458-2bcf0eb455b1","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-f77ec8f1-116c-495a-9d8b-19573a490672","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-95376481-615b-4c8f-869a-240bc12df396 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(16.01562473745253%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] A iluminação artificialmente brilhante se esforça para criar um ambiente diurno perpétuo. Dessa forma, os visitantes do shopping permanecem mais tempo do que esperavam e gastam mais do que gostariam unsplash

[{"selector":"#anim-2c2dde6f-cf5b-489a-b236-51406cdbbb30","keyframes":{"opacity":[0,1]},"delay":0,"duration":1500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9eaf441a-3de1-4005-9424-01dcbafae340","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-2576096b-6cae-4f65-adb6-6cef4db9ece4","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-611106bf-d159-4f76-b2bf-ea15a3324dbf","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8da241b0-fb8b-41ca-b711-f25fd9956efe [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(21.74944181220707%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] Outra razão para os shoppings evitarem janelas tinha algo a ver com o merchandising, disse à CNN Burt Flickinger, especialista em varejo e diretor administrativo da consultoria Strategic Resource Group. Menos janelas e mais paredes, diz ele unsplash

[{"selector":"#anim-5d83e70a-8ab0-4975-8d1c-4af9e678bb60","keyframes":{"opacity":[0,1]},"delay":0,"duration":1500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a37f6965-9576-4532-8ea9-48599f483619","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-a1c751d8-f1a9-4702-97ef-bf0d0262ea6b","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-41690eac-e6ed-4dec-abf7-e3c84b32cc7c","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9e7dd3da-e145-418c-a823-d29002587db3 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(28.90624987200394%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] Isso significa mais espaço para os varejistas adicionarem prateleiras e varões para estocar seus produtos e maximizar as vendas por metro quadrado em suas lojas, que de outra forma seriam perdidas na vista monótona do estacionamento de um shopping unsplash

[{"selector":"#anim-ce0e2a7b-49b5-4a94-a07b-5574828964b4","keyframes":{"opacity":[0,1]},"delay":0,"duration":1500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ff934bfd-161d-4e00-a2ab-430acc75b8f4","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-f6b23d5a-cb7e-4ef6-a982-f4fd538f6233","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-e18497bd-ed75-45f1-8d8f-86d9267c6d3c","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6df2e55e-312f-417b-bf4c-eb1dc98e5fd8 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-34.179687404002955%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] Mas a razão mais sorrateira pela qual os shoppings limitam as vitrines pode ser fazer com que os clientes percam a noção do tempo unsplash

[{"selector":"#anim-6e50ce7c-bc53-40fd-bb6b-8fbffaab049f","keyframes":{"opacity":[0,1]},"delay":0,"duration":1500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-1f7e050c-0d78-4078-8b11-8067dd579104","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-03260c7c-3b32-4201-baed-5891c7b3a37a","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-1726c46b-2d6c-47e2-b961-edcbca95912e","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-74dece7b-a3bb-47a1-aace-6f813490fa32 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(7.856445056774541%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] “Sem janelas, os compradores não conseguem ver uma possível tempestade com ventania. É um ambiente de consumo sem distrações”, disse Flickinger unsplash

[{"selector":"#anim-3609c2e0-465a-4c0b-9d0e-92d7e0be14f4","keyframes":{"opacity":[0,1]},"delay":0,"duration":1500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-09ff37cf-0596-4e0f-9199-f1b51121d805","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-4a7ea764-aa66-45c1-9760-4b64259cf054","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-1ea50ed7-38e2-4fb5-a79e-efccb2814b3c","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b147dec7-985c-4496-96fa-5f2880ea5b49 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(14.843749786673241%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] “Quando as pessoas têm uma sensação de atemporalidade e conforto, as famílias gastam mais porque podem se concentrar apenas nas lojas e na experiência do shopping” unsplash

CNNBRASIL.COM.BR

[{"selector":"#anim-b732bbf4-da98-4189-a892-158645c0da2a","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d53906bb-6493-4eaa-a6da-f72a749df956","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2a62acbc-a006-4a46-bb3b-c83848615063","keyframes":{"opacity":[0,1]},"delay":0,"duration":1000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f338595d-f553-4c8b-a096-8b1ad10db2f5","keyframes":{"transform":["translate3d(0px, 2132.63615%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4c292aeb-0923-4fd8-b9df-1fe9ccd17612","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2395996e-c827-4fcb-9541-62e0c0a4e188","keyframes":{"transform":["translate3d(-117.84387%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6efc3ffd-6990-4bb6-9533-d1f6a5ad990a","keyframes":{"opacity":[0,1]},"delay":0,"duration":1000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3c59c477-76d9-4d4d-9890-061daf1e3ca1","keyframes":{"transform":["translate3d(0px, 1223.93157%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-aa24b59e-5561-46b2-80b5-a1d91abbd7c5 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(12.514648210040342%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] unsplash leia mais em Arraste para cima