Lenox Square Mall

Lenox Square mall has seen a lot of changes over its 49 years. It originated as an open-air mall anchored by Rich's, Davison's, and Colonial grocery store. Although you no longer see those names in the mall, two of the original anchors still remain a part of Lenox under Federated Department Stores . The current anchor stores, Macy's, Bloomingdales, and Neiman Marcus, sit in an enclosed structure which has seen many additions and remodels. Most recently, a second floor was added onto the Neiman Marcus luxury wing (as seen in the photo below) allowing Lenox to continue to reach its high class clientele and further compete with Phipps Plaza and the up and coming Streets of Buckhead (Atlanta's own "Rodeo Drive").
Posh stores such as Burberry, Louis Vuitton, and Hermes still remain on the lower level of the luxury wing, but Lenox has ensured it's hierarchy of shops by moving vendors around and filling the new space with high-end brands such as Nicole Miller and Ralph Lauren. This addition has secured the malls role of appealing to outer-directed achievers (Crawford 9). Near the back of the addition, you can see the glass roof panels that can be seen throughout the rest of the mall. This design has been implemented in malls since their start to "encourage social intercourse and foster communal emotions" (Crawford 6).

Be sure to take note of the materials used in this wing addition (especially the ceiling composition) and compare them with the materials shown in the following photographs!

In keeping with the mall's hierarchy of shops, this high-end department store is placed near one of the few escalators located within the main body of the mall. There are only four pairs of escalators connecting the two main levels of Lenox, however, more do exist in the individual department stores and in the plaza and market levels of the mall. Two pairs flank the entrance to Bloomingdales (one shown in the photo above), another pair is located at the center of the mall, where the luxury Neiman Marcus wing meets the main nave of Lenox, and the fourth escalator is located at the main entrance to the mall where patrons can enter from the valet. Stairs and wayward finding maps are also far and few between, encouraging individuals to wonder throughout the mall. The limited escalators and limited entrances create an imposed route for Lenox shoppers, creating diversions on their shopping course. This often leads the consumer to glazed eyes and impulse buys. This photo shows the lower three levels of Lenox (Market, Plaza, and Mall level).

Although Lenox does not offer a movie complex or indoor pool, it does offer the famous Rich's Pink Pig during the holiday season. A staple in the eyes of Atlanta residents, this ride provides a greater sense of recreation for shoppers while allowing Macy's to make an extra buck.