Disney, Disney, Disney. Why are you so ridiculous/impressive/frightening?
In order to open its theme park near Paris, France, the Walt Disney Company signed a contract with the French government that basically boiled down to: You can build a park, but you have to build an entire city around it. And so, in 1992, Disneyland Paris finally opened on 5,000 acres of former beet farms, after much controversy and resistance. I cannot imagine what political maneuvering and business negotiation was needed to make this kind of deal happen.
One of the most interesting developments in this Disney-sponsored new town is France’s only high-end retail outlet center, La Vallée Village. The concept is similar to outlet malls in the US, where you can get name brands at a cheaper cost by buying their overstock, only the chic version. You see high-end brands like Christian Lacroix that don’t usually have outlets, and the stores still offer the boutique experience, as if it were a full-priced store. Think classy clothing displays, small shop sizes, and the same team of employees as the full-priced stores.
Whether a high-end outlet like La Vallée changes the demographics of its neighborhood is yet to be seen. The area itself is not great, but people from posh neighborhoods are driving in to shop there, as well as people who might not otherwise afford these brands. La Vallée is also situated next to a traditional mall, which features the usual mall brands like H&M, though the two centers appeal to very different markets and don’t seem to compete.
It’s the lighter side of urban development.