This is a question that clearly has
no objective answer — ask 100
people to define what they think
is cool and you are likely to get
100 different answers. What
people define as cool is clearly a
matter of subjective personal
taste, and even if you could
define it, it would only be for a
moment in time because cool is a
moving target. For economists or
real estate analysts who usually
strive to work in the realm of
numbers and hard data,
answering the question “what is
cool?” almost seems frivolous.
Except that it is not.
In fact, for retail the stakes
couldn’t be higher. Ignore cool
at your own peril.
WHAT IS COOL?
CUSHMAN & WAKEFIELD