From Chic Fashion Destination to Lifestyle Hub: The Transformation of Princeton MarketFair in New Jersey

Overview

MarketFair Mall, nestled in West Windsor, New Jersey, but boasting a Princeton mailing address, is a unique gem along the bustling Route 1 corridor. Spanning 240,000 square feet, this single-story shopping hub offers a spot to shop for higher-end fashion and home decor between New York City and Philadelphia, with 83,000 cars passing by daily. Anchors include AMC Theatres, Pottery Barn, LensCrafters, and Barnes & Noble, so there are a variety of options to choose from.

Initial Concept and Struggles

When MarketFair first opened its doors in 1987, it was known as Princeton MarketFair and aimed to be a chic fashion destination. Back then, shoppers could find trendy spots like The Limited, Petite Sophisticate, and Structure. However, despite its prime location, the mall struggled to capture attention and was considered a bit of a flop by the early ’90s. It seemed like the mall needed a makeover to truly shine.

Transformation by Carpenter & Co.

Enter Carpenter & Co., a savvy development firm that saw potential in MarketFair. In 1996, they took over management and began a significant transformation. Instead of sticking with the original fashion-focused concept, they repositioned MarketFair as a lifestyle center. With a $12 million investment, they revamped the mall’s offerings, focusing heavily on home furnishings and upscale retailers. Gone were the fashion-heavy stores, replaced with lifestyle giants like Pottery Barn Design Studio and Williams-Sonoma Grand Cuisine.

Successful Revamp and Renovations

The changes were a hit. Sales jumped by 50%, adding $20 million to the bottom line, and the mall’s new direction started to attract more visitors. The renovation efforts didn’t stop there. Carpenter & Co. poured $2 million into revamping the food court, now known as MarketFare, which re-opened in 1998 with a fresh, modern vibe and a focus on local eateries.

Current Offerings

Today, MarketFair is known for its assortment of specialty shops and restaurants, which include Tommy’s Tavern + Tap, P.F. Chang’s, and the well-loved Seasons 52, Bahama Breeze, and Qdoba, which debuted in 2013. The mall also boasts a ten-screen AMC Theatres, making it a popular spot for both shopping and entertainment.

Demographics and Appeal

The center caters to a clientele that’s affluent and educated, with an average household income of around $120,000. This upscale demographic appreciates the mall’s focus on high-quality and unique offerings, making it a preferred destination despite its smaller size compared to other shopping centers in New Jersey.

My Experience

Visitors to MarketFair today will find a clean, well-lit mall. It’s nowhere near as big as other regional shopping centers, nor is it crowded and confusing. The food court appears to be gone, and several modern touches like a faux lawn with an oversized checkerboard offer spots to stop and enjoy the surroundings. It doesn’t have the same problem with store vacancies one finds at other malls, and the design focuses on quality rather than quantity of stores. While I love bustling megamalls, parking at and navigating them can border on stressful, and MarketFair has a relaxed and unhurried feel. I do miss the food court, although the restaurant offerings are more than sufficient if you’re not in a rush. Overall, MarketFair seems to be going for people who want to spend the afternoon poking about in luxury stores and then sit down with friends for a leisurely lunch, and that makes it distinct from the very rushed feeling one gets at other nearby spots like Menlo Park. It reminds me of the early days of malls, where a street full of shops was enclosed by a roof, as it definitely feels more like a quaint store-lined street than an in-your-face experience – perfect for if you’d like to buy a book from Barnes and Noble and read a bit of it in a comfy chair.