But its creator, Victor Gruen, a refugee from Nazi-occupied Vienna, must surely have drawn inspiration for his "brainchild" from the great shopping arcades of Europe.
MR: This was your brainchild from back in 2006, it goes back that far, right?
For the Snow Bunny: The Ski Week is the new brainchild from the makers of The Yacht Week.
The new modelling is the brainchild of Ben Hankamer from UQ's institute for molecular bioscience and Liam Wagner from Griffith University's department of accounting, finance and economics, whose work was published in the journal Plos One on Thursday.
Scribble is the brainchild of Rick Walker from Cartwheel, an arts organisation which was established in 1984.
Headlining was Neon Indian, the brainchild of Alan Palomo, from Austin, Tex.; and earlier in the night had come Toro y Moi, which is Chaz Bundick, from South Carolina.
British Bagna is the brainchild of James Larkin from Bury St Edmunds, and the cute tea-cosy hats are to make sure no one mistakes this for a Russian bagna, which he told me was more about vodka and prostitutes.
For sheer ambition all these projects are dwarfed by Project X, the brainchild of Mike Fotoohi from Egham, Surrey, who intends to reproduce the entire planet as a virtual world in which members will be able to build replicas of their homes on the same street as in real life.
Now, a new Android-powered tablet is on the market from Brainchild, a company that specializes in hand-held learning devices for students.
Wecyclers.com is the brainchild of Billikiss Abiola, from Nigeria and Jonathan Kola, from Kenya who together came up with the simple plan to get people in Lagos to recycle aluminium and plastic.
If that isn't festive enough, head up to the roof, where Studio Film Club from Trinidad, brainchild of the artists Peter Doig and Che Lovelace, has screenings from 9 to 11 p.m. each night (weather permitting) in an open-air lounge (in case of rain, everything will move indoors).
