Malai teaches us some lessons, and not just about ice cream.
![]() |
| Sunday, November 9, 2025, 4:11 pm. |
This is not a staged photograph. The people in this picture are not actors, and they are not hitting their marks. They are just ordinary people, going about their lives in a livable city.
So what are we looking at here? This is Malai, an ice cream shop on 18th street, half a block from Rittenhouse Square in Philadelphia. Its grand opening was on May 17, 2025 (I found the press release). Malai Philadelphia is part of a budding chain (still a small chain) of ice cream shops. The flagship shop is, of course, in Brooklyn (268 Smith Street). And there is another outpost in Washington, D.C. (1407 T Street, NW).
The spark plug for this engine of commerce is a lady named Pooja Bavishi, who decided to mix the spices of her childhood, such as ginger, rose petals, saffron, and cardamom, into a very creamy ice cream base. She bills the result as "a decadent blend of cream and culture."
I've long been familiar with the word malai from my many visits to Indian restaurants over the years, but I never knew what the word meant. So I looked it up. Malai is the Hindi word for a type of clotted cream that I am informed is a very popular ingredient in the cuisine of the Indian subcontinent. My favorite flavor of Malai ice cream is mango & cream. My wife is partial to cardamom pistachio and tulsi chocolate chip.
When I first saw this shop in operation, I thought immediately of a stage set. The people on the street strike me as the audience. The people sitting at the outdoor tables are perhaps in the orchestra pit. And up on the stage we can see through the fourth wall (which in this case is made of glass rather than imagination), and we can see the whole stage, right back to the counter where people get their ice cream.
I must say the lighting, and the balancing of the different lights, is quite amazing. Everything on the stage is clearly visible from the street, and nobody is getting zapped in the eyes by a klieg light.
Normal American stores don't look like this. I could give you current examples, but just for fun let's go back a bit in time, to a place called Sprott, Alabama.
Walker Evans took this photo, which is famous in certain circles, in 1935 or 1936. I'm going to skip the rich history (he collaborated with James Agee on a book called Let Us Now Praise Famous Men) and concentrate on what the photograph tells us about retailing back in the old days.
This is a country store at a crossroads in rural Alabama. It sits behind a road that looks like a strip of desert. The store itself is essentially invisible; it lies behind a porch that is engulfed in deep shade. There are people standing on the porch but most of them are hard to see because they are standing in the shade, avoiding the Alabama sunlight. One man, standing to the right, is in the sun and is wearing a hat. There is a gasoline pump mounted at the outer edge of the porch, and there is the inevitable Coca-Cola sign, which also advises us that we are in the presence of a United States post office.
Inside this carapace there is a refuge from the sun, and indeed from the outer world. I'm going to switch stores here, and show you the interior of a store in Moundville, Alabama.
To begin at the beginning, there is light in this store. The light source is on the left, where there is presumably a window that we cannot see. This is a gentle light that models the various objects in the scene without excessive contrast. In the foreground there are bags of flour; the inevitable Coca-Cola sign is in the upper left. There is a calendar open to July 1936. On a shelf next to a dustpan is another calendar, open to January 1936. There are kerosene lamps of various sizes for sale, and other items on shelves. Dishware is available on what appears to be a table covered by a cloth. Under the table there are boxes of O.K. Soap and what appears to be a washtub. On another table in the left foreground there is a clear spot which I believe is the sales counter. The two horizontal rolls next to the open spot would, if I am correct, be wrapping paper. There is also what appears to be a safe, and next to it some minor trash on the floor - the only thing in this photograph that is not perfect.
This is a place where a farm family in the middle of the Great Depression can go and possibly find some things they can afford that will make their life a little bit better. The refuge is capable of fulfilling its promise.
The refuge model - a hint of satisfaction awaiting in a safe place, hidden away from the unpredictable life of the street - is still the primary model for retailing today. It looks different, of course. But, until recently, grocery stores and pharmacies in my neighborhood have continued to cover their front windows with large paper sheets announcing the best prices on their goods, sometimes interspersed with large piles of canned goods and other nonperishable items that also block the view to the interior. Recently, I must say, I've noticed one pharmacy and one grocery store that have become more willing to show the interior of their stores to passersby. So perhaps Malai is not alone. But it is definitely in a class by itself.
I understand the retailer's desire to create an enclosed space, where the retailer controls the entire environment and can seek to induce a trance-like state in the shopper, controlling the available cues and through them influencing the shopper's purchasing behavior.
I do think that Malai has found a better way. The key concept is that shopping and dining are forms of entertainment. Entertainers, like everybody who's selling something, do manipulate their audience. But entertainment is a situation where the audience cooperates voluntarily, usually knows what's going on, and can actually have some influence on the outcome.
I believe that Malai is definitely following the entertainment model. But I think it takes the concept one step further, and this is a step that I have not seen before. Malai has physically and visually integrated the indoors and the outdoors at its shop. I have long thought that such a melding of inside and outside in our cities could yield huge benefits. And now, with Malai, I think I have my proof of concept.
![]() |
| Saturday, April 4, 2026, 7:30 pm. |
See also A Cathedral of Memories, I Think We Need a Mural Here, Fourth Street Surges Forward, Umbrellaville, Lighting Rittenhouse, Night Lights at Coney Island, Paul P. Cret and Rittenhouse Square.










