Oddekalv is heavily criticising mall- and hotel mogul Olav Thon. He feels that pushing huge malls into small towns completely drains the life out of local communities.
– Malls should be regarded as villages and reflect more of people's lives, Oddekalv says. Shopping malls have a good economic framework and hence the opportunity to be more innovative, he says.
Oddekalv held his lecture "Shopping Madness or ecological village" during the Shopping Industry Conference 2010.