The Mall is part of the third phase of The Avenues Mall, which opened in 2012. The opening of the third phase drew mall visitors from the older phases due to the variety in themes and brands offered. The third phase consists of five elements, Prestige, The Mall, Grand Avenues, SoKu, and The Souk. Prestige is the luxury fashion brands zone with branches such as Louis Vuitton, Fendi, and Prada. The Mall is an extension of retail experience in phase 2 of the Avenues. Grand Avenues is the heart of the third phase with European style retail experience. SoKu is a retail experience influenced by New York’s bohemian SoHo District. SoKu is an acronym for the South of Kuwait. The Souk section of the third phase is modeled to mirror a traditional Kuwaiti Souk (market), this district is an interpretation of this region’s traditional retail architecture.