A cornerstone of 1980s suburban life, the mall was once a place for teenagers to hang out, parents to browse and where culture took shape under fluorescent lights. But these sprawling retail hubs now sit at the crossroads of nostalgia and necessity, and are being reimagined not only as places to shop, but also as places to gather and connect.
Now largely a vacant space, the Crossroads Mall in Oklahoma City is partially occupied by the Santa Fe South Charter Schools, and was purchased by the nonprofit Crossroads Renewal Project, led by school superintendent Chris Brewster. With the help of Storyland Studios, a firm specializing in strategy, architecture and design, the vision for the space is a community-focused redevelopment with housing, retail and educational offerings.
“We’ve been helping them imagine what it could look like to kind of create an indoor main street and unpaved paradise, an area that really encourages human flourishing,” says project director Zach Miller.
While the finished project will welcome folks from around the city, Miller mentions that preserving the area’s culture is a priority.
“The team at Crossroads has been very diligent in advocating strongly to make sure that what we’re doing is taking the story that’s already being told in that area, the culture that’s there and the people who are there, and shining a light on the best version of that area,” he says.
Other fledgling mall spaces aren’t so lucky, like Promenade in Tulsa. Once a thriving shopping center, Promenade shut down in 2023 due to safety violations, being deemed “unfit for human occupancy” by the City of Tulsa. It’s currently owned by Kohan Retail Investment Group, but its future remains uncertain as communication between the owner and the city has been limited.
One concept that’s stood the test of time? The outlet mall. As traditional enclosed malls began to lose their footing, outlet centers gained momentum by offering something shoppers still want: value, simplicity and a reason to make the trip.
A new build, Tulsa Premium Outlets in Jenks is thriving. With more than 75 retailers and casual eateries, plus a 20,000 square-foot children’s play area, green spaces for gathering, a fire pit and a fountain, people come from near and far for more than shopping.
“Today’s modern and thriving shopping centers are truly mixed-use destinations,” says Hannah Daab, director of marketing and business development for Tulsa Premium Outlets, “where all aspects work together – anchors, individual retail brands, restaurants, entertainment, lifestyle and more – which is what Tulsa Premium Outlets has brought to Jenks and beyond.”
And she says Premium Outlets will continue to boom, even in the digital age.
“Today’s consumer doesn’t want to only shop in-store or only shop online, they want both,” Daab says. “Studies show that shoppers still prefer to touch and try before they buy, so we will continually strive to provide the newest retail concepts and trend-driven experiences to our visitors.”
