Once upon a time in the 80s we called them malls. In the 90s we called them gallerias. But it s a new century and the 90,000-square-foot shopping center being built in Collierville is calling itself a Lifestyle Center. But Collierville residents are hip to the name game, and opponents of the alleged Lifestyle Center have mounted a campaign to stop the project dead in its tracks. Their message, elegant in its bucolic simplicity, is boldly printed across yard signs, T-shirts, and pamphlets: No Mall Y all. Now that s sophistication.