All the more poignant, in fact, because the first US malls were not meant to have been sited miles from anywhere and reached only by big, air-conditioned automobiles with automatic transmission and power-everything. No, Victor Gruen, the ‘father of the shopping mall’ meant them to be the core around which new settlements would cluster, with apartments, clinics, schools and, one day soon enough, all the facilities and life that go together to make thriving urban settlements.
Born in Vienna in 1903, Gruen was a lifelong socialist who trained as an architect in his home city before abandoning it for New York at the time of the Nazi annexation of Austria in 1938. Gruen went on to design the world’s first fully enclosed shopping mall, the Southdale Center in Edina, Minnesota. It opened in 1956, the year Elvis first broke into the charts, with Heartbreak Hotel, Norma Jean Mortenson changed her name to Marilyn Monroe, IBM invented the hard disk drive, and Fidel Castro and Che Guevara landed in Cuba.
The American way
Gruen’s homes, schools, lakes and parks remained a pipe dream as Edina, Minnesota and, subsequently, the US as a whole went on a prolonged air-conditioned shopping spree in buildings that waxed ever bigger and yet more kitsch. The mall became a place to hang out as well as to shop, a central part of contemporary US culture and a model for much of the rest of a world keen on emulating an American way of life.
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