The shopping mall industry has successfully recovered from the effects of the pandemic, and it is time to give the industry a new lease of life. While many people consider multifunctionality a future trend, the truth is that multifunctionality has always been at the heart of shopping centres. Malls have never been single segment venues. They have always been, and still are, places where fashion, entertainment and services are found alongside social responsibility. That is why shopping malls today are not just shopping destinations, they are becoming microcosms in society that must be able to respond to the needs of different social groups and provide meaningful, multidimensional experience.
Multifunctionality is not an innovation – it is at the core of the industry
Fashion, entertainment, services – this is not just a statistical ratio (40:30:30), it is a system that shapes customer flows and shopping experience. How we adapt this system to a specific environment is our professional challenge. And if today multifunctionality is presented as something new, perhaps it is the right moment to look back at the industry’s experience and learn from it, together.
The focus needs to change, from a list of shops to public function
Too often and too proudly, we in the industry focus on which new shops will open at the mall, which ones will be renovated, what new concepts and innovations will be introduced. This is important, of course, but it is also like talking about different engine parts without explaining where the car is going. For a modern shopping centre, that is no longer enough. It has to be a place that adds value not only for businesses, but also for wider sections of society: families with children, seniors, young people, culture aficionados, sports enthusiasts and all other civically engaged persons. In other words, the function of shopping centres needs to become more multi-layered, deeper and more meaningful.
Domina Shopping implements this approach in practice – a great example of how a shopping centre can become a place where business, culture and society meet. Our shopping mall, of more than 117,000 m² in area, serves as a platform not only for large and international brands, but also for small Latvian businesses such as Umami Wok'n'Roll cafe, Hottt and AIOO tech shops, Loon accessories store, and social organisations such as the Cits Bazārs project for student enterprises organised by Junior Achievement Latvia, giving them the opportunity to reach out to a wider audience. At the same time, Domina Shopping is a venue for social initiatives based on the values of different groups in society, from the series of seminars Gaidību 4diena for expectant parents to charity fairs, free stylist consultations and events for families. We are committed to reaching out to society in a diverse and inclusive way.
What makes a mall sustainable?
Relationships with tenants. That is the foundation. Not only at the time of signing the lease agreement, but also on a day-to-day basis – these relationships have to be human, trustworthy, long-term. This is a principle that Dominas Shopping has been following for years, and I implemented it as a positive example in Lithuania when I was the manager of Saules Miestas shopping mall in Šiauliai.
Sustainability means action, not words. These days, thinking green will no longer surprise anyone, but ignoring it would be a serious risk, both for the environment and for business. That is why Domina Shopping is determined to keep pace with market demands, and BREEAM certification is logical continuation of our sustainability strategy. We do this not because our tenants expect us to, but because we believe that currently sustainability is a business norm in its absolute sense. At the same time, we see that international brands are also increasingly including in their ESG strategies the requirement to only operate at shopping malls that meet sustainability standards.
Coexistence with e-commerce. Those who still believe that online shops will eat up brick and mortar stores have not followed the post-pandemic data. In-person shopping is enjoying a renaissance, which of course makes me very happy, because human experience, authentic emotions and personal service are indispensable.
Shopping mall – the third space or a microcosm
In international practice, shopping malls are referred to as "the third space": after home and work, malls are the third place where people spend their time. It is not only where they buy clothes and shoes, but also where they eat, exercise, get services and have fun. Furthermore, now it is also a place where people have the opportunity to fulfil their civic duty – to vote in elections. Domina Shopping has been providing this opportunity for many years, and will do the same in the upcoming local elections: at our polling station No. 113, voters will be welcome from June 2 through 7!
That is why, looking to the future, I believe that shopping malls and other major facilities, as well as the urban environment in general, should get even closer. Just like in many parts of Europe and the world, it is time to develop neighbourhoods in Latvia where a shopping mall is part of a broader public infrastructure – alongside concert halls, sports arenas, exhibition centres and large food courts. This will create a truly multifunctional, urban-integrated environment where the practical needs of everyday life merge with culture, sport, entertainment and community experience.
About Domina Shopping
Domina Shopping is one of the largest shopping centres in Riga and Latvia, offering a wide and convenient shopping experience with more than 175 stores. It is home to the Baltics’ largest indoor entertainment centre – Apollo Skypark. Domina Shopping is owned and managed by EfTEN DOMINA. The shopping centre is located at Ieriķu Street 3, between two of Riga’s main traffic arteries – Čaka and Brīvības Streets. It meets the highest energy efficiency standards, as confirmed by the ISO 50001 certificate. Learn more at www.domina-shopping.lv and on social media – Facebook, Instagram, X, and TikTok.
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