The mall war: A sign at the entrance to Seven Stars - "4 minutes and you are at Big Glilot"
Since the opening of Big Glilot, it has posed a threat to the Seven Stars mall, which was the only one operating on Saturdays in the area. Seven Stars CEO: "Everyone is entitled to advertise whatever they want. We believe there is room for everyone."
The mall war is escalating: a huge billboard with the "Big" logo has been put up at the entrance plaza of the Seven Stars (Shivat HaKochavim) mall in Herzliya, reading "4 minutes and you are at Big Fashion Glilot" — directing the public arriving at the mall to drive to the Big complex. The irony is that Maor Rapid, the billboard company whose stand displays the sign, is owned by Hachsharat HaYishuv, which also owns the Seven Stars mall.
This is an unusual sign in its direct content, aiming to divert visitor traffic from the Seven Stars mall to a competitor, and it illustrates the fierce competition between the two malls. The opening of Big Glilot, which also operates on Saturdays, was a real threat to Seven Stars, which until then was the only mall in the area open on Saturdays.
Hachsharat HaYishuv invested 40 million shekels in expanding the restaurant and entertainment complex at the Seven Stars mall. Additionally, an attractions complex called "Gravity" was opened in July with an investment of 50 million shekels.
Yaniv Feinschneider, CEO of Seven Stars, told "Mamon" and ynet:
"Everyone is entitled to advertise whatever they want. We are happy that we are succeeding, and we believe there is room for everyone. Since the opening of "Gravity", over the last three Saturdays, we have had higher numbers than before the opening of Big Glilot."
Big refused to comment.
