Didja hear? The traditional enclosed mall is in decline. Apparently, someone told The Economist, because they’ve run a long piece on the original enclosed mall, Southdale Mall in Minnesota.
In Rise and Fall Of the Shopping Mall, we get the magazine’s well-written and comprehensive look at mall culture - especially as it developed under the imagination of Victor Gruen, Southdale’s architect.
“Gruen got an extraordinary number of things right first time. He built a sloping road around the perimeter of the mall, so that half of the shoppers entered on the ground floor and half on the first floor—something that became a standard feature of malls.
Southdale’s balconies were low, so that shoppers could see the shops on the floor above or below them. The car park had animal signs to help shoppers remember the way back to their vehicles.
It was as though Orville and Wilbur Wright had not just discovered powered flight but had built a plane with tray tables and a duty-free service.“
I thought that analogy was worth a mention, but there has been much more written about Gruen and his impact on the culture of North America. Ten years ago, the Minneapolis/St. Paul City Pages wrote about the “Gruen effect” and the “mauling of America.”
In a 1957 interview with the New Yorker, Gruen recognized that urban populations need common spaces (the precursor to the “third place”?) - and also fingered merchants as the guiding force in the development of North American culture.
… Mr. Gruen grumbled that “planning” has become a dirty word in this country. “Almost as bad as if Lenin had invented it,” he said. “The fact is no city was ever planned enough. Planned and replanned. Here in New York, we’re like a big family that’s all dressed up with no place to go. Wherever we turn, it’s jostle and bustle and frayed nerves and bad tempers.
In Detroit, six or seven thousand people make their way to Northland on Sunday afternoons. The stores are closed, so what are they doing there? Looking for open space. They window-shop and stroll through the gardens and sit on benches and soak up the sun and enjoy the fountains and sculpture.
What Northland teaches us is this—that it’s the merchants who will save our urban civilization. ‘Planning’ isn’t a dirty word to them; good planning means good business. Besides, any improvements they make are tax-deductible. Sometimes self-interest has remarkable spiritual consequences. As art patrons, merchants can be to our time what the Church and the nobility were to the Middle Ages.”
Well, fifty years on I would be willing to debate the value and quality that a merchant-based culture has brought to our society. I guess that’s what being po-po-mo is all about.
Ten years ago, the Minneapolis/St. Paul City Pages touched on the “Gruen effect” and the “mauling of America.”
In practical terms, it seems that quite a few cities commissioned Gruen to design new urban centres, but only cherry-picked his designs for pedestrian malls for actual construction:
“…Kalamazoo, however, adopted only the pedestrian mall from all the recommendations of the plan, as many other cities would do with their Gruen plans. Fresno, California would build a downtown pedestrian mall in 1964, based on a 1958 Gruen plan; Honolulu, Hawaii would also convert two blocks into a pedestrian mall in 1969, three years after commissioning a Gruen plan.”
Malcolm Gladwell wrote about Gruen three years ago (which I blogged about).
There’s also a book about the man, and how about an academic analysis of his work: “Victor Gruen and the Construction of Cold War Utopias“?
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