ANNUAL CONGRESS 2025

From Market to Mall: The Evolution of Modiano Food Arcade in Thessaloniki

Not scheduled

20m

Yildiz Technical University, Istanbul

Oral Track 06 | URBAN CULTURES AND LIVED HERITAGE

Speaker

Dr Alexandros Daniilidis (PhD Cultural Studies, University of Sussex, UK)

Description

This paper examines the transformation of the Modiano Food Arcade in Thessaloniki, Greece, from a historic central food market into a contemporary food mall and exhibitions' space, focusing on the intersecting themes of cultural commodification, urban regeneration, and touristification. Built in the early 20th century, Modiano Market has long been a vital symbol of Thessaloniki’s market culture, local economy and innovative architecture while also serving as a vibrant space of recreation. After years of underfunding and lack of maintenance, the market was permanently closed in 2016, with a large percentage of its shares being sold to a private development company. Its redevelopment culminated in its re-opening in 2022 as a curated gastronomic destination, reflecting broader global trends where traditional spaces are redeveloped into "landscapes of consumption" (Zukin,1991) that fail to preserve - or at least reintroduce - the original character of the site.

The study investigates how this transition reflects broader global trends in urban redevelopment, where traditional markets are reintroduced as spaces where authenticity blends with modern consumer culture. It critically examines the commodification of cultural heritage, the dynamics of urban regeneration initiatives, and the social impacts of tourism-driven urban planning. Drawing comparisons with other redeveloped markets, such as Barcelona’s La Boqueria and Lisbon’s Time Out Market, the paper contextualizes Modiano’s transformation within a global framework.

By integrating primary (personal experiences, memories of the place) and secondary (press releases, polls) data, alongside a critical examination of urban renewal initiatives and heritage branding, the paper intends to raise important questions about the sustainability of such projects in preserving cultural authenticity while fostering economic growth. The case of Modiano Food Arcade highlights the challenges and opportunities in balancing local traditions with the demands of a globalized consumer landscape, offering insights into the complex interplay between heritage, commerce, and urban identity.

References

Zukin, Sharon (1991) Landscapes of Power: From Detroit to Disney World. Berkeley: University of California Press.