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Modern malls
Prague's shopping centers have caught up with contemporary consumer culture
For The Prague Post (May 15, 2003) Why go to a mall in a city that offers such an attractive, historic downtown shopping area? Because doing your grocery and gift shopping amid throngs of tourists loses its fun value pretty quickly. Also, shopping malls have come a long way in this country in a short time. Malls have become more than a place to buy things: They are an experience. A good mall will have not only all the shops you want under one roof but also a consumer-friendly environment with piles of services and entertainment. Prague's newer malls in particular have completely grasped this concept, taking the shopper into account with their design, food courts, soothing lighting schemes and noise-dampening features such as fountains. When it comes to stores, each mall tries to be distinct yet offer what everyone wants. In almost every mall in the city, you will find a Bata shoe store, a Kenvelo clothing store, an Eiffel Optic store, at least one flower shop, a Diva or Jasmine perfumery and a lekarna (pharmacy). The lekarna is particularly handy on weekends, as most in the city are only open weekdays. Beyond those stores, here's what makes Prague's malls special. Vinohradsky Pavilon (Vinohradska 50, Prague 2) opened in 1994, offering high-end luxury goods, and still has a lot of mall stacked into a small, stylish space. This is the place to shop if you have plenty of money or are looking for a prestige item. While it is not for the average shopper, it did set an important precedent. Walk into the Novy Smichov Centrum (Plzenska 8, Prague 5) and you may forget that you're in Central Europe. With its spacious and airy design, it evokes the feeling of Western-style consumption. Speaking of which, bargain-hunting fashionistas will be happy to know that H&M clothing has set up shop on the top floor of the center. Sadly, this H&M only carries the women's line. Novy Smichov also features niche stores such as Merlin, a great place to buy a gift for the man who has everything; Pece o Zuby, a store with dental-care tools you didn't even know existed; and the Nail Shop, one of the better nail salons in Prague. Of course, going to the mall isn't just about shopping. The management at Novy Smichov got that right when it leased space to the Virtual Hall game center (formerly of Jungmannova street). Possibly the city's biggest arcade, Virtual Hall can provide hours of amusement for video-game addicts. The only downside is that it's taken on more of a club atmosphere in the mall. Flashing lights, loud dance music and smokers make for a very distracting environment. Novy Smichov often has live entertainment and games. Recent events have included rock climbing and mechanical bull riding, as well as fashion shows and performances by Czech pop stars such as Leos Mares. During these big events, the mall often provides a day-care and play area for youngsters. One of the first food courts in the city opened at Novy Smichov, though it's more of a miss than a hit. The seating areas are segregated by restaurant, making it awkward to buy from a variety of outlets. Still, there are lots of options, ranging from Chinese to Greek cuisine. It may seem strange to build a shopping mall beside one of the city's biggest cemeteries, but the newly opened Palac Flora (Vinohradska 144, Prague 3) is nonetheless a lively place. The biggest draw in Prague's newest mall is the Oskar IMAX movie theater, which in itself is worth a visit.
While you're there, you'll find that the theater is attached to a great mall. The designers have put an amazing number of shops into a small space, yet you never feel cramped. Brand stores are plentiful, with enough labels such as Guess jeans, Tommy jeans and Dolce & Gabanna to keep even the trendiest shoppers happy. If you're looking for fresh Pumas, you can get your feet in a pair at the brand store on the second level. One of the best malls in the city has the worst access via public transportation, but the Letnany mall (Veselska 663, Prague 9) is definitely worth the bus ride. You're probably better off taking the car anyway, as you're going to come away from this place with quite a haul. The biggest challenge is choosing where to start -- at the massive 24-hour Tesco or Dr. Stuart's Botanicus shop? Wherever you start, make sure your visit includes a stop at the international food court. With affordable options that include Thai, Indian, Japanese, Chinese, French and Czech food, we suggest that you come with an empty stomach. What makes Letnany so inviting is the fact that you can do all your shopping in a very comfortable environment. The center has incredible indoor lighting that feels like natural daylight. As a result, you don't come out of the mall feeling like you've been drained by fluorescent lights. And the fountain in the massive center court area does a great job of dampening sound. The mall offers baby-sitting services and has weekend events in the center court ranging from dance competitions to magic shows for kids. Check out the mall's Web site for upcoming events. To get there, catch the free daily bus from Nadrazi Holesovice every half hour starting at 10 a.m.
Chelsea Gay can be reached at
features@praguepost.com
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The Prague Post Online contains a selection of articles that have been printed in
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