U radu se prikazuje nastanak i razvitak trgovačkog centra s naglaskom na socijalne aspekte ove potrošačke forme. Prvi, potpuno zatvoreni i opremljeni trgovački centar nastao je polovinom prošlog stoljeća u SAD-u, kao rješenje za potrošačke i socijalne potrebe stanovnika raspršenog američkog predgrađa. Socioekonomski kontekst nastanka trgovačkog centra čini poslijeratni prosperitet američkog gospodarstva, afirmacija srednje klase te migracije ovih struktura u novosagrađena, suburbana naselja. Razvitak trgovačkih centara obilježen je dvostrukom ekspanzijom; kao izniman porast površina koje zapremaju uz multipliciranje funkcija te širenje diljem svijeta čime postaju globalne potrošačke strukture. Od samog nastanka povezani s gradom, trgovački centri su postali njegova alternativa ili čak uvjetovali odumiranje njegovog središta. Premda su postali socijalna mjesta, trgovački centri su socijalno homogeni, feminizirani prostori u kojima su odnosi pojedinaca posredovani objektima i potrošačkim društvom te stoga čine dio postsocijalnog svijeta. Socijalne promjene, pretjerana homogenizacija i predvidljivost presudni su razlozi sumraka mallova i nadolaska postmall ere. U zaključku se temeljem pristupa W. S. Kowinskog, G. Ritzera i J. Baudrillarda daju odgovori na dva ključna aspekta trgovačkih centara; tajne njihove uspješnosti i popularnosti, te njihove prave svrhe i funkcije u društvu koje ih je kreiralo.The paper shows the emergence and development of the shopping center with a focus on the social aspects of this consumer form. The first fully equipped indoor shopping mall was built in the middle of the last century in the United States, as a solution for the consumer and social needs of the population of dispersed American suburbia. The socioeconomic context of the formation of the shopping center is the post-war prosperity of the American economy, the affirmation of the middle class and the migration of these structures to newly built suburban settlements. The development of shopping centers is characterized by a double expansion: the huge growth of the encompassing area and the multiplication of the functions of the centers, as well as their spreading all over the world, thus becoming a global consumer structure. Since their creation which was linked to the city, shopping centers have become its alternative, or even what has caused the death of city centers. Although they are social places, shopping centers are socially homogeneous, feminized spaces, in which relations between individuals are mediated through objects and consumer society. Therefore shopping centers are part of the post-social world. Social changes, excessive homogenization and predictability are critical reasons for the “sunset of the mall” and the upcoming post-mall era. On the basis of the approaches of W. S.
Kowinski, G. Ritzer and J. Baudrillard, the conclusion of the paper provides answers to two key aspects of the shopping center: the secret of their success and popularity and the true purpose and function in society for which they were created
