Advertisement

Branding the City: Questioning Mega Malls as New Magnets of Socio-economic Vitality in New Cities Around Cairo

  • Mennat-Allah Elhusseiny
  • Karim Kesseiba
Chapter

Abstract

In accordance with the urban expansion taking place around Greater Cairo since Sadaat’s open economy policies, questions have been raised related to the sustainability of the new settlements. Ranging from New Cairo City to the East and 6th of October to the West the same urban design strategies of low density and horizontal expansions have been applied. However, those urban design strategies did not fulfill the need for alternative independent communities and the vast open spaces are either privatized by real estate companies, mega malls or left vacant. Mega malls- investigated in this research- play the role of the public space in several cases to be investigated here. From one point of view, the mega mall provides services both social and commercial to its customers who can afford to use the facilities. However, this leads to a great dilemma of privatization and branding of public space in new cities. The question raised here is the validity of branding new cities via mega shopping malls. This debate re-questions Jacobs’ theories applied to the Cairene case. The methodology is based on qualitative analysis of two selected case studies for mega malls focusing on the urban setting of the mega malls within the new expansion and its architectural character. Following that, Jacobs’ theories will be briefly reinterpreted according to the urban setting surrounding the mega malls in addition to contemporary theories of social resilience. The conclusion is a group of recommendations to enhance the social vitality of new cities.

Keywords

Branding-cities Mega malls Social resilience Controlled environments New developments around Cairo 

References

  1. Beatley, T. (2000). Green urbanism: Learning from European cities. Washington, DC: Island Press.Google Scholar
  2. Denis, E. (2006). From the Walled City to the Walled Community: Spectacles of Risk, Enclaves of Affluence in Neo-liberal Cairo. In D. Singerman & P. Amar (Eds.), Cairo Cosmopolitan: Politics, culture, and urban space in the New Middle East (pp. 47–74). Cairo: American University in Cairo Press.Google Scholar
  3. El Noshokaty, A. (2002). Promised cities. Al-Ahram Weekly, no.602, http://weekly.ahram.org.eg/2002/602/fe5.htm. Accessed 1 Nov 2016.
  4. Elsheshtawy, Y. (2011). From Dubai to Cairo: Competing global cities, models, and shifting centers of influence? In D. Singerman & P. Amar (Eds.), Cairo cosmopolitan: Politics, culture, and urban space in the New Middle East (pp. 235–250). Cairo: American University in Cairo Press.Google Scholar
  5. Fahmi, W. (2013). Fragmenting a Metropolis Sustainable Suburban Communities from Resettlement Ghettoes to Gated Utopias. In The Third World Sustainability Forum 1–30 November (2013), http://www.sciforum.net/conference/wsf3. Accessed 1/3/2016.
  6. Foucault, M. (1997). Utopias and heterotopias. In N. Leach (Ed.), Rethinking architecture: A reader in cultural theory. London: Routledge.Google Scholar
  7. Jacobs, J. (1961). The death and life of great American cities. Vintage: Book.Google Scholar
  8. Lehmann, S. (2010). The principles of green urbanism: Transforming the city for sustainability. London: Earthscan.Google Scholar
  9. Momtaz, R., & Elsemary, Y. (2015, May 22–23). Qualitative conceptions of livability between theory and applications in Egypt. In International Conference on IT Architecture and Mechanical Engineering (ICITAME’2015), Dubai.Google Scholar
  10. Nassar, U. (2013). Principles of green urbanism: The absent value in Cairo, Egypt. International Journal of Social Science and Humanity, 3(4), 339–343.CrossRefGoogle Scholar
  11. Stewart, D. (1996). Cities in the desert: The Egyptian new towns program. Annals of the Association of American Geographers, 86(3), 460–479.CrossRefGoogle Scholar
  12. Sutton, K., & Fahmi, W. (2001). Cairo’s urban growth and strategic master plans in the light of Egypt’s 1996 population census results. Cities, 18(3), 135–149.CrossRefGoogle Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2019

Authors and Affiliations

  • Mennat-Allah Elhusseiny
    • 1
  • Karim Kesseiba
    • 1
  1. 1.Architecture Department, Faculty of EngineeringCairo UniversityGizaEgypt

Personalised recommendations