Get in Loser! We're Going Shopping
Shopping malls were born out of capitalist consumerism – and will die of the same. A product of modern-day invention– air-conditioning, escalators, skylights, among other architectural advancements– these enclosed arcades were conceptualized by Austrian architect Victor Gruen. How did something once hailed as a dramatic and positive innovation become a major contributor to suburban blight across America merely 60 years later? How much did their design contribute to their failure?
To answer these questions, it is
important to understand the original intent of Victor Gruen. Inspired by Vienna’s
urban re-development, Gruen’s mall concept was essentially an artificial Main Street.
His vision was for a mixed-use, pedestrian-focused urban center with
residential apartments, schools, medical centers, outdoor parks, and office
buildings. Needless to say, this masterplan was never realized, mostly due to a
lack of cooperation with developers who were more concerned with short term
financial gain than long term city planning.
It is interesting to imagine an
American mall alongside comprehensive master planning. Would the shopping mall
have been able withstand the test of time if it catered to the concept of community
rather than consumerism?
I love this statement you made: "It is interesting to imagine an American mall alongside comprehensive master planning." Because when I think of malls I grew up shopping in I never consider the masterful planning of the building. I always find myself lost in the jungle of junk space at the mall. I have to reference the directory every time I need to get around because of the continual shift of shops and services that die out and are replaced.
ReplyDeleteAs you mentioned, "Gruen’s mall concept was essentially an artificial Main Street." I think the main issue is that junkspace is no longer authentic, and when it is merely artificial, it is unable to stand the test of time. It will never be a cool historic place like Main Streets across the country, it will just become an abandoned shell of a building. If architecture remains authentic, not trendy, it has a better chance of lasting.
ReplyDeleteBrittany,
ReplyDeleteI do believe if malls were designed to cater to a community instead of capitalist consumers that their success would have been better. In my own experience the only successful malls are ones that house an apple store in them, because apple products although expensive are seen as a positive throughout many communities. I wonder what architects of the future can do with the failure of malls? Will they be able to turn them into something beautiful and successful?