[M II A II R II K]

The Shopping Mall Turns 60 (and Prepares to Retire)


Jul 13, 2012

By Emily Badger

Read More: http://www.theatlanticcities.com/art...s-retire/2568/

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The classic indoor mall, however, is widely credited with having an inventor. And when the Vienna-born architect Victor Gruen first outlined his vision for it in a 1952 article in the magazine Progressive Architecture, the plan was a shocker. Most Americans were still shopping downtown, and suburban "shopping centers," to the extent they existed, were most definitely not enclosed in indoor mega-destinations.

- Gruen’s idea transformed American consumption patterns and much of the environment around us. At age 60, however, the enclosed regional shopping mall also appears to be an idea that has run its course (OK, maybe not in China, but among Gruen’s original clientele). He opened the first prototype in Edina, Minnesota, in 1956, and the concept spread from there (this also means the earliest examples of the archetypal American mall are now of age for historic designation, if anyone wants to make that argument).

- At the mall’s peak popularity, in 1990, America opened 19 of them. But we haven’t cut the ribbon on a new one since 2006, for reasons that go beyond the recession. As we imagine ways to repurpose these aging monoliths and what the next generation of retail should look like, it’s worth recalling Gruen’s odd legacy. He hated suburbia. He thought his ideas would revitalize cities. He wanted to bring urban density to the suburbs. And he envisioned shopping malls as our best chance at containing sprawl. "He said great quotes on suburbia being 'soulless' and 'in search of a heart,'" says Jeff Hardwick, who wrote the Gruen biography Mall Maker.

- Gruen wanted to create better versions of the American downtown in the suburbs. He wanted these places to be civic centers as much as commercial ones, with day cares, libraries, post offices, community halls and public art. He wanted the shopping mall to be for suburbia what the public square was to old European cities. In fact, that mall in Edina, called Southdale, was supposed to be the centerpiece of a 500-acre master plan to include houses, apartments, office buildings, a medical center and schools.

- "Even if we had realized Gruen’s ideas," says Georgia Tech professor Ellen Dunham-Jones, "if it’s just this self-contained pod surrounded by berms that you drive to, I don’t think the suburbs would actually look or function all that differently [today]." By Dunham-Jones' count, today about a third of our existing malls are "dead" or dying. That’s not to say they’re mostly vacant. But they have dreadful sales per square foot. High-end dress stores have moved out, and tattoo parlors have replaced them – "things," Dunham-Jones says, "that would normally be considered way too déclassé for a mall."

- About a third of our malls are still thriving, and those are the biggest, newest ones. But America is no longer building many new highways, which means we’ve stopped creating prime new locations for mall development. Some of the earliest amenities of the enclosed mall – air-conditioning! – no longer impress us. And the demographics of suburbia have changed dramatically. Malls draw the largest share of their customers from teenagers, and the baby boomers who largely populate suburbia no longer have teenagers at home.

- Americans haven’t particularly outgrown the consumer impulse that Gruen detected. We still love to flock to dense agglomerations of Body Shops and Cinnabuns and Brookstones. But now those places look increasingly like open-air "lifestyle centers," with condos above or offices next door. Some of these places are just the old mall in a new Main Street disguise. But when you add residences, and cut Gruen’s mega-block into what actually looks like a downtown street grid, that begins to change things. "You’ve got to get a mix of uses, but the connectivity is probably even more important," Dunham-Jones says. "The uses will come and go over time, but if you can establish a walkable network of streets, that’s when you’re really going to establish a ripple effect in changing suburban patterns."

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