Fake It Until You Make It

What is “fake”–and does it matter? When it comes to the spaces in which we live, work, and play, it’s not a simple question. I pondered this idea as I strolled up the Ramblas-style avenue bisecting Santana Row, San Jose’s self-created shopping mecca.

The Row doubles as a “downtown” in a section of the city that’s a bit of a no-man’s land, in between Santa Clara and San Jose. In an area where before, there had only been a huge indoor mall with (obviously) no sense of street life, now there’s an island of capitalist and epicurean pleasure. Gucci, Burberry and Tesla Motors (typical car starting at $109,000) storefronts rub shoulders with sushi, steak, and other high-end fare. At one end, a movie theatre shows art films; on the other, just off the main drag, Crate and Barrel sells stuff you want because it’s pretty and the Container Store (next door) sells you big plastic bins to stash it in.

By all accounts, I should hate this place. It’s so fake. But I don’t react that way. In fact, it’s a ton of fun to walk around here, and I’m not the only fan—hundreds of local residents flock here on the weekends, especially at night, to experience our best shot at “street life” on this side of suburbia. People strut around in heels and designer jeans, looking ultra-cool even if a fair few are pushing baby strollers. It’s a scene, and you hear every language under the sun from passers-by.

I think Santana Row proves a theory that’s gotten a little higher in my book lately: the idea that “faking it” can change attitudes enough to create a new reality. This street was wholly conjured out of nothing, built to look like a Barcelona boulevard replete with fountains and lounge chairs. Just looking around, you start to imagine what life might be like if you actually could have a mid-day siesta away from work and other obligations just to hang out here. A lot of people object to how “fake” it is to fabricate street life this way. But they did build it, and people did come, and now it’s a real pleasure to walk in your brand-new shoes from bubble tea right to tapas to grab a Japanese birthday card while you wrap up a little gift of costume jewelry.

That is, if your wallet can stand it—this is a very expensive date.

But there are a few semi-bargains. Did I mention the Pinkberry? Yes, in the center aisle of the street, surrounded by comfy outdoor chairs, is my favorite frozen yogurt place, with huge chunks of mango and pineapple just waiting to be scooped into your cup…

Yes, I enjoy the fantasy. And maybe that’s because it’s all fantasy on some level. I’ll give you an example. Americans think of the Eiffel Tower as an unchanging symbol of the outrageous stylishness of the French, and a trip to Paris wouldn’t be complete without going up this steel shaft. But in fact, many of the French originally hated this “monstrosity” and couldn’t understand why it was built. It was new and ugly and, I’m sure, pretty silly looking. But now it’s an icon.

That’s just one small case in point. Even more importantly, I’ve learned over the years that you can actually change your feelings about things by faking it. Hang on—I’m not referring to what Elaine (of Seinfeld fame) called out as “fake, fake, fake, fake!” I’m talking about recent studies that show that just by smiling—no matter how you feel inside—you eventually start to feel happier.

So join me in our fake world and take a stroll on the Ramblas of San Jose. Now, if only they’d finish that pedestrian mall in Sunnyvale, surrounded by the huge Target and Macy’s….. then I could actually walk to a “downtown shopping experience” of my very own.