The New American Town Square: How Architects Are Saving Retail

BALTIMORE, MD – May 26, 2026 – The eulogy for the American mall has been written many times, but a new chapter is emerging from its ashes. Recent recognition by international travel publication Islands has placed two pioneering outdoor retail centers, North Hills in Raleigh and Easton Town Center in Columbus, among the top 10 in the nation. The common thread connecting these successful destinations is the design-forward vision of the founding principals at architecture firm Ci Design, Inc., whose work exemplifies a nationwide shift from enclosed shopping monoliths to vibrant, open-air community hubs.

Beyond Shopping: The Rise of the Experiential Destination

For decades, the enclosed mall was a staple of American life. Today, many of those fluorescent-lit corridors stand as relics of a bygone era. The shift in consumer behavior, accelerated by e-commerce, has not killed physical retail but has fundamentally changed its purpose. Consumers now seek experiences, community, and connection—qualities that online shopping cannot replicate.

This evolution is at the heart of the success of projects like North Hills and Easton Town Center. Islands magazine described this new breed of destination as places that "have elevated the typical shopping experience into a true cultural event." The focus is no longer solely on transactions but on creating a sense of place. According to recent industry reports from real estate firms like CBRE and JLL, this trend is backed by hard data. Open-air, mixed-use centers are consistently outperforming traditional malls, commanding higher rents and attracting significant investor capital. There is a supply constraint on quality, experience-driven retail space, making these projects highly valuable assets.

The modern consumer, particularly from younger generations, prioritizes spending on experiences over products alone. They are drawn to destinations that offer a blend of shopping, diverse dining options, entertainment, public art, and green spaces for gathering. These "towns within a city" provide a tangible escape from an increasingly digital life, fostering social interaction and a sense of belonging.

A Tale of Two Transformations: Easton and North Hills

The acclaim for Easton Town Center and North Hills is a validation of a design philosophy that was, in many ways, ahead of its time.

Opened in 1999, Easton Town Center in Columbus, Ohio, was a deliberate departure from the mall-building orthodoxy. “Easton Town Center ushered in a new era for the American shopping mall—one that moved away from indoor monoliths to outdoor promenades that feel less like traditional malls and more like a carefully preserved American village,” Islands notes. This vision has paid enormous dividends. The center is an economic powerhouse for its region, generating over $1 billion in annual sales and attracting more than 30 million visitors each year. It is a core component of a 1,300-acre master-planned community, providing an estimated 30,000 jobs and serving as what Islands calls the "heartbeat of Columbus, Ohio’s social scene."

In Raleigh, North Carolina, North Hills represents a story of rebirth. What was once a struggling enclosed mall has been completely reimagined into a thriving 24/7 urban district. The founding principals of Ci Design master-planned the initial transformation in partnership with Kane Realty Corporation, laying the groundwork for a dynamic mixed-use environment. In the words of Islands writer Kareem Gantt, “Gone are the dated, fluorescent corridors of the old mall, and in their place are lush commons, sophisticated boutiques, and shaded plazas.”

The success of the initial redevelopment led to further investment. Nearly two decades later, Ci resumed design work on the Main District Expansion, adding over 2 million square feet of office, residential, retail, and outdoor gathering spaces. The result is what Islands aptly describes as a “refined slice of the modern South”—a testament to the power of long-term vision and adaptive reuse in urban planning.

The Architecture of Community: Designing for People, Not Just Products

The success of these developments hinges on a principle known as "placemaking"—the intentional creation of public spaces that promote health, happiness, and well-being. The architects behind these projects focused not just on the buildings, but on the spaces between them. Manicured brick pathways, tree-lined streets, intimate gathering spots, and shaded plazas encourage pedestrian exploration and social interaction.

Ci Design, Inc., founded in 2009, has built a reputation on this multidisciplinary approach, integrating architecture, planning, interiors, and landscape design. By weaving together residential, office, retail, and entertainment uses, their projects create a self-sustaining ecosystem. The presence of 4 million square feet of office space at Easton, for example, brings a daily population of 35,000 workers who dine, shop, and socialize, creating a constant hum of activity.

This integration is the key to creating authentic, resilient communities. Rather than being single-purpose destinations that empty out after 5 p.m., these mixed-use centers are active around the clock. They become the de facto town square for their communities, hosting farmers' markets, outdoor concerts, and seasonal celebrations. This model not only creates a more engaging environment for visitors and residents but also delivers superior economic returns for developers and tenants, proving that good design is good business.

As the retail landscape continues to evolve, the blueprint established by projects like Easton Town Center and North Hills provides a clear path forward. The future does not belong to the biggest box or the largest mall, but to the most thoughtful, human-centric, and engaging places. It demonstrates that by investing in community, experience, and authentic design, physical retail can do more than just survive—it can thrive. The enduring appeal of these destinations proves that even in the digital age, people still crave well-designed physical spaces to gather, connect, and share experiences.