New owner of the Prime Outlets retail store David Lichtenstein had stated that there would be changes to the stores when he came aboard in 2003. On a trip to Venice's Piazza San Marco, he was absolutely floored by the landscape of the Italian city. Ambitious to duplicate the look of the area also known as St. Mark's Square, he set his focus on the Texas branch of his stores. He even set out to include the gondola rides. Prime Retail Outlet's vision for this project has redefined what an outlet mall should be and raised the bar for retail centers across the country.
To duplicate all the ornate details of the Italian city, architect firm Carter Burgess worked with Johnson County Foam to brainstorm and finally create at least 120 types of moldings.