Video footage from 1956 of the first American shopping mall
Opened in 1956, Southdale Center in Edina, MN was the first fully enclosed shopping mall of its kind. Designed by Victor Gruen, it became the archetype of the typical American mall. Malcolm Gladwell’s New Yorker piece about Gruen is a great read.
Southdale Mall still exists. It is situated off I-494, south of downtown Minneapolis and west of the airport — a big concrete box in a sea of parking. The anchor tenants are now J.C. Penney and Marshall Field’s, and there is an Ann Taylor and a Sunglass Hut and a Foot Locker and just about every other chain store that you’ve ever seen in a mall. It does not seem like a historic building, which is precisely why it is one. Fifty years ago, Victor Gruen designed a fully enclosed, introverted, multitiered, double-anchor-tenant shopping complex with a garden court under a skylight — and today virtually every regional shopping center in America is a fully enclosed, introverted, multitiered, double-anchor-tenant complex with a garden court under a skylight. Victor Gruen didn’t design a building; he designed an archetype. For a decade, he gave speeches about it and wrote books and met with one developer after another and waved his hands in the air excitedly, and over the past half century that archetype has been reproduced so faithfully on so many thousands of occasions that today virtually every suburban American goes shopping or wanders around or hangs out in a Southdale facsimile at least once or twice a month. Victor Gruen may well have been the most influential architect of the twentieth century. He invented the mall.
Things were changing even as that piece was published in 2004. Sprawling shopping malls are closing and new construction has slowed dramatically. Commerce moved online and to big box stores. Southdale’s still kicking though!
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