Director and National Portfolio Leader of Urban Development, Michelle Cramer’s most recent article feature from October’s Shopping Centre News magazine (Vol 31, number 4) discusses and explores the concept of “the retail store is the medium”.

This concept was first communicated by Marshall McLuhan and identifies the medium of communication, not the content it carries, as the focus of his discussion and study. Michelle also explores the contemporary retail theorist and futurist Doug Stephens and his concept that ‘technological advances in retail are destabilising traditional retail economics and ultimately what it means to the retail store’.

Click here to read more via Shopping Centre News.