Zepp's thesis is that '... phenomology of religion and history of religion offer us the most illuminating hermeneneutical lens through which we can see -- at a deeper, more human level -- the meaning and magnetism of the mall' (p. 11).
Although he speaks from an American perspective, and at time prior to the decimating effects of the internet on the retail industry over the last 10 years, the study is deeply insightful and draws some fascinating parallels between the human interaction with the architectural, symbolic and liturgical character of malls and traditional religion. These parallels I find helpful in terms of making missional connections between contemporary Western culture and Christian faith and practice. (What if the church in the United Kingdom was able to play a role in the types of seasonal calendars mentioned on pp.111-116?)
A criticism of Zepp's study might be that he is overwhelmingly positive towards the idea of shopping malls - his enthusiasm brims throughout! However this is mainly because he wants to uphold his central thesis, and some critical questions about equity and social justice can be found. For example, are 'all' truly able to access the heights of meaning and fulfillment 'the promise of beyond' offered by these places (p. 188). One might also expect a deeper critique of the retail industry and the economic/social effects of large developments on smaller surrounding communities, but this is secondary to the aim of demonstrating why shopping malls resonate with people so.
A concluding reflection might be summarised thus: Shopping Malls are a key, if not the ultimate, manifestation of human beings predisposition towards religious practice and expression in Western culture. A manifestation that is, though, completely devoid of revelatory content. (It's incredible that this absence of revelatory content is compensated by such a rich pastiche of signs, symbols, poetry, and wisdom, in addition to the products on sale - cf. Bluewater, Kent). Malls are the anthropocentric utopic religious expression par excellence.
As a Christian minister shopping centres offer both an opportunity to engage with people and a challenge. For while they offer to fulfil that inner religious desire of the homo religiosus; the promise of connection and meaning to which they point, that 'axis mundi' (p. 6) - to which Zepp refers many times - I would argue is beyond reach.
