Making Luxurious Images as new Urban Practices in North Tehran
As Bauer et al. (2011) claim in the contemporary discourse luxury
entails a fluid meaning that gives an authority to the consumers to
assign their personal meanings to create what should be viewed as
luxury. Nature of luxury is possessive and emotional; it does not just
relate to the social reflection of status, wealth and exclusiveness,
which is controlled by the market and brands (Wiedmann et al., 2007).
Therefore luxury is not necessarily an artifact of the financial status
anymore. In many cases, luxury is able to stimulate feelings of
exclusivity and being special (Phau and Prendergast, 2000) and
capable of giving access to a new world of deep emotionand desire .
Considering new concepts of luxury in the contemporary world, the range
of desirable activities that citizens seek are included within
experiences that mainly occur in shopping malls or spaces of consumption
per se. In North of Tehran, as Roper et al. (2013) claim luxury
consumers emphasize on doing or being as the experiential nature of
their luxury consumption, rather than having or owning that indicate
material ownership (having/owning). Significance of shopping malls comes
from the prioritization of citizens while choosing spaces within which
they spend time and do activities; and subsequently own the image and
dream of luxury lifestyle.
Promotion of wealthy lifestyle in North Tehran has been a sign of the
significant class difference in the society throughout the contemporary
history of this city. Also, the significance of this class difference is
visible among the lifestyles of the citizens in this area; luxury is
becoming an essential term in the lifestyle of Northern inhabitants,
while it has also become a key factor for the other citizens from
different classes for them to experience the dream of living the luxury
life. Such circumstances make luxury a more sophisticated term while
discussing contemporary everyday life in Tehran. There, spectacle is
formed based on the relations of citizens with themes that define luxury
by using images and spatial productions that create real environments
for such social practice either physically or mentally. Increasing
desire towards luxury lifestyle in this case is representative of
important issues about contemporary Tehran whereas shopping malls, or
spaces of consumption, have created a network of consumption for the
majority of the citizens; operating with images and dreams.
According to the categorization of shopping malls by Shopping Center
Definitions (ICSC), published by International Council of Shopping
Centers, “Fashion/Specialty Center is a type of shopping mall that is
defined as a center that mainly includes expensive apparel shops,
boutiques and craft shops with selected fashion or unique merchandise of
high quality and price”. These centers are sophisticatedly designed and
emphasize a rich décor including high quality landscaping. These
settings are usually established in trade zones of high income groups of
the society (ICSC, 2016). The increasing number of this type of shopping
mall in the North Tehran is an indicator of the promotion of luxury life
style.
Luxury has become one of the mostly used terms by citizens, private
administrations and local businesses in Tehran. Hence luxury shopping
malls are turning into one of the most visited spaces. Recently, these
malls are attempting to create unique offers for their customers with
lifestyle tips and ideas. These suggestions are either made subtly or by
means of advertisement and publicity. For instance below statement is
made on the official website of one of the mentioned shopping malls
‘Queen Center’:
“What is the elite life style? Or Luxury?
Have you ever thought about it? You lead a luxury life, if you use the
devices, entertainment, leisure, etc. that are not essential but make
you enjoy your life more. These elements are highly priced or out of
reach for the public; and of course we all know the popular concept of
luxury, wealthy people spend a great deal of money for purchasing
special goods and services such as clothing and jewelry, food and cars
and even private jets and others…If you are willing to have a
luxury lifestyle, then you, at least, need to become one of these
wealthy people. We, here, introduce this lifestyle; so that if you want
to become one of them you will know what you can do…”