I shudder to think it, but at one time people had to cross roads, lakes, bridges and physical borders just to get from a Cinnabon to Winners. Thankfully the oasis of Dufferin Mall brings the most mediocre elements of mall culture into one consumer experience. Only here is kale subject to Wal-Mart price rollbacks, do coin operated chairs continue to be licensed massage therapists and Pizza Hut offers a full service dine-in experience – all on one block.
Even if it seems odd in a neighbourhood that has evolved into an indie bar, restaurant and retail haven, the Duff still holds a special place in the hearts of all that connect to its free wi-fi. Though it’s not as strange as the ancient mall society up the street known as Galleria Pacifica, the mall’s motley crew of commercialization has inspired its own Instagram parody account.
@dufferinmallofficial showed up in feeds two days ago, offering its growing following funny updates on new vape kiosks, their arch enemy Yorkdale and the employees at the Wine Rack. The real Dufferin Mall has already taken to its Facebook page to confirm they are not running or endorsing the account.
Like the Burlington Coat Factory Twitter account before it, @dufferinmallofficial succeeds by cleverly revealing the droning irrelevance of daily updates from brands. Perfectly delivered in the voice of someone who’s unsure of how to use social media, the account mocks the now familiar, vacantly positive voice that brands always communicate with.
But the exclamation points don’t mask what the account is really doing: Calling the place a glorious dump. Since Nathan Fielder already proved the extensive protections of parody law with his Dumb Starbucks stunt, @dufferinmallofficial should be clear to continue documenting the mall rat life right into spring.
news@nowtoronto.com | @nowtoronto
