Malls Seek Survival In The Open Air

In late July, Westfield Valley Fair, the Bay Area’s largest mall, opened an open-air pop-up market in front of Bloomingdale’s. The pop-up tents arrive as many enclosed malls, including those across California, remain closed as a preventive measure against the spread of COVID-19. Health experts have found people are significantly less likely to contract the coronavirus while outside. That lower risk of transmission and customer perception of increased safety led some experts on the RetailWire BrainTrust to see promise in the concept of moving malls outside. Read more at Forbes.