Local "Borders"

I've always been a bit weirded out by the elegant and high end establishment of the U-Village shopping strip down the hill from campus. It's such a huge contrast from the urban setting of The Ave, and a bit of an ironic name for such a non-university associated place (in fact, I don't think any of the retail stores down there are "Husky" owned). I remember stepping onto the strip for the first time and wondering whether such a place was truly useful for an average college student. Could one really afford a $500 Coach purse when tuition and books were nearly unaffordable to begin with? And yet, despite such criticism, U-Village remains fairly occupied by local UW students. And who could blame them? The shops are nestled within a dainty setting of groomed pots of flowers and friendly water fountain statues. Even buckets of umbrellas are conveniently located at the turn of every corner to ensure that the customer gets the best (and dry) shopping experience in a rainy city.

Perhaps this sparked my thinking. Such a slick move on the retailer's part, to make a shopping mall so welcoming. U-Village encased within it such an elegant setting that echoed one similar of upper-middle class suburbia, one can't help but be charmed by it. Corporate retail disguised as pleasantville.

These building walls locked in it a world of consumerism. Friendly signs that reminded customers of sales and deals. Store after store after store. Vibrant colors that the eyes loved drinking in; cleaniliness that made the environment feel safe,--safe enough to spend one's cash in. And, sure enough, it's what people do.

And, maybe, I'm looking this too heavily through a marxist lens, maybe consumerism is good, especially in this economy.

But, with such an alluring destination so close in proximity with people who rely on retail-therapy, and, on top of that, are easily sucked in by advertisement, can such a place (even outside of it's physical existence) be escapable?