Abstract
Using the concept of hyperreality as articulated by the French theorist Jean Baudrillard, this paper explores the problematic of aesthetic authenticity in urban design practice, particularly as revealed in the form of contemporary and purpose built shopping environments. Beginning with an explanation of this complex term, we go on to illustrate its ramifications for design through a detailed comparison between a traditional high street in an English market town, which has been retro-fitted to compete with a factory retail outlet built on its edge. The paper is the first of a two-part piece, the second of which will revisit the work of Goffman to help explain how the new, themed, leisure environments raise questions about the authenticity of behaviour and engagement in such theatrical settings.
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