Shopping centers embrace youth culture with new initiatives at Kauppakeskus Trio in Lahti

Shopping centers have experienced a notable change in their approach to younger customers. In the past, efforts were made to deter young people from visiting malls, sometimes using loud sounds to chase them away. Today in Lahti, the Kauppakeskus Trio actively draws in youth through various events and activities, welcoming them rather than pushing them out of the space.

Local teenagers like Sandra Ranta and Noomi Paaso express that while they would shop if they had money, they often come to hang out instead. “There are many chairs and places just to chill,” says Jere Kurvinen, another young local who appreciates the environment. The awareness that shopping centers should be inclusive spaces for everyone, including the youth, has significantly increased.

The Trio also provides a dedicated youth space, managed by the City of Lahti, where young people can gather. As the focus shifts, youth are becoming an increasingly important target market for retailers. Jonna Kemppinen, the center manager, highlights that many specialized stores are aimed at younger audiences, underlining their significance for the future.

In recent years, initiatives aimed at improving the experience for young visitors have been implemented at the center. Trio even received recognition in a national competition for “Best Shopping Center Initiative.” This marks a drastic turnaround from the early 2000s when youth were often driven out through various methods.

Collaboration with young people remains a priority, with regular events designed specifically for them and training for security staff to better engage with young visitors. A notable highlight is an annual workshop where young attendees establish behavioral guidelines, reinforcing a sense of community while upholding clear rules for everyone. Overall, feedback regarding young patrons has been mostly positive, with very few complaints reported.