Mayfair – Tumult in Wisconsin’s Shrine of Consumption
Much has been written and said about the tumult at the Mayfair Mall on January 2. Commentators have argued the theft and destruction grew out of, among other things, the general rebelliousness of teenagers, deep-seated racial tensions, and/or colliding urban and suburban subcultures. All these arguments have validity to them, but the very nature of the Mayfair Mall itself may also have played a role in the disturbances.
Mayfair epitomizes the modern shopping complex. It has more sales per square foot than any other shopping complex in the metropolitan area. A staggering 16 million shoppers pass through the mall annually, making Mayfair the busiest mall in all of Wisconsin. With its flashing signage, swooping escalators, and elaborate display windows, Mayfair is a striking shrine devoted to late capitalism’s excessive consumption.
The central belief at Mayfair and hundreds of comparable shrines is that the purchase of goods and experiences will lead to personal happiness.