Derry Law¹, Christina Wong¹, Mei-chun Cheung²

Abstract: This article investigates the impact of the application of art-related approaches on the development of shopping mall identity. The findings show that aesthetic preference influences the sensory response of visitors and their involvement with the art displays in shopping malls. In order to present an artistic mall identity, the aesthetic congruity of the visitors and a high cognitive association of the store type are crucial. The mismatching of store type with art work will reduce the artistic environment projected by the mall. Also, it is recommended that mall developers select more popular art work to stimulate the interest of their visitors so that they can recall the art work from their cognitive schema.