Hitching your mall to a star

This is not an announcement on a gossip portal but an item of “news” that appeared on the website of a shopping centre in Gliwice. If you do not know who Małgosia is, she is Małgorzata Socha, a TV actress, who has been the ambassador of the Forum centre since 2012. The marketing team of the mall has previous experience when it comes to employing celebrities. Among those who have been the faces of the mall are actress Agnieszka Włodarczyk and TV presenter Magda Mołek. Patrycja Kazadi (an actress, singer, presenter and dancer) performs a similar function for the Osowa centre in Gdynia. Nowadays the world of celebrity is intimately conjoined to that of business. The norm for a shopping centre opening or even just the symbolic ribbon cutting ceremony is that it should not only be attended by the local parish priest but also by major or minor stars. If a centre is located in a large city, has a major investor and is itself large in scale – then it will also have a majo