The "Exit 66" project

The "Exit 66" project (Czech Republic) distances itself at present from the other European factory outlet centres, existing or in project, by an original architectural concept. Thanks to this one, the future centre wishes to offer to its visitors a unique experience: shopping around the world by measuring successively the streets of Rome, Paris, Prague, London and New York. What does this new architectural concept bring in term of image and attractiveness? Does this project prefigure a concept different from existing outlet centres? Does it expect a new type of retail tourism? This article brings to light the originality of the architectural concept adopted for this project and points the questions which its presentation arouses.
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The "starchitecture"

For a long time, shopping centres were the object of no architectural reflection. During the years 1960-1970, the architectural aestheticism was relegated in the background, the developers paying their attention and their efforts on the location of the centres, on the costs of construction which constituted the main commercial logics. In this period, it was necessary to build equipments quickly and with a lower cost; the important thing being to sell cheaper in a setting which counted little. 1980s marked the revival of the interest of the architects for shopping centres and appearance of a new attention of the developers carried in the architecture of their shopping centres. In a more and more competitive market, the architecture becomes an important factor of differentiation. The stakes which surround the realization of a shopping centre are now such as numerous developers seek famous architects. The sector of the factory outlet centres does not escape this phenomenon. Several developers of factory outlet centres appealed to this media architecture during these last twenty years. What does this architecture provide in term of image and attractiveness? What are the other stakes which are attached to it? This study, entirely dedicated to the architecture of the European Factory Outlet Centres which realization was confided to architects of international fame, brings to light profits bound to this media architecture, also called « starchitecture » or still « architecture star-system ».
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The Factory Outlet Centres architecture in Europe

The architecture of Factory Outlet Centres in Europe is the object of questions, even controversies. The style « village » undergone by deep criticisms. This architecture took a major place in the sector and the actors are many to wonder if it dominates the market today. If the architecture of the centres establishes an essential element of their image, it seems marginal, even absentee of the studies dedicated to the Factory Outlet Centres in Europe. Nevertheless the architectural tendencies reflect the evolution of the concept. The architecture appears among the key factors allowing to distinguish four generations of Factory Outlet Centres which have succeeded in Europe since the middle of the 1980s. This study, entirely dedicated to the architecture of Factory Outlet Centres in Europe, brings to light the place that occupy the various architectural styles within the sector.
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