America’s Malls — Blog StoryboardC

Heritage Mural at Southdale Center/2019. Photo: StoryboardC. — Heritage Mural at Southdale Center/2019. Photo: *StoryboardC.*

This Mid-Century Monday Post hits close to home. Yes, Location wise its a short 15 minute auto jaunt from my Downtown Minneapolis Studio. But, also a bigger hitter of memories for me and many other Minnesotan’s.

Southdale Center in Edina, Minnesota also holds quite a title, The First ever fully enclosed, climate controlled Shopping Mall in the US. Yeah, before you yawn:) Read on:

Southdale Shopping Center and it’s over 5000 parking spots in Edina, Minnesota, February 1957. Source: Buzzfeed.news Guy Gillette / The Life Images Collection — Southdale Shopping Center and it’s over 5000 parking spots in Edina, Minnesota, February 1957. *Source: Buzzfeed.news Guy Gillette / The Life Images Collection*

Opening its doors for the First Time on October 8th, 1956 to epic attendance. 75,000 in fact. Minneapolis first Ring suburb of only 15,000 residents must of been completely overwhelmed by the influx of excited shoppers.

As I write this I’m trying to wrap my brain around one question?… Where in the heck did all these people park on this inaugural opening? Right?!?!

I know most of the new shoppers were taking advantage of the over free 5,000 parking spots, which lots were organized by animal symbols. Cute right? I do actually remember this:) and I didn’t realize until doing the research that Southdale was the first to do this and like the Mall itself would be imitated over and over again.

The Animal Themed Parking Section Signs, My favorite was the Alligator. Gillette / The Life Images Collection — The Animal Themed Parking Section Signs, My favorite was the Alligator. *Gillette / The Life Images Collection*

And a new Hometown Consumer Gathering Space that I’m sure would make Norman Rockwell cringe. But, for a mid-century enthusiast like myself. It’s a fascinating look into the changing landscape of America’s Post-War boom and it’s awesome design story.

Guy Gillette/The Life images Collections

Baby, its A Cold outside Beginning.

Donald Dayton (I almost wrote Donald Draper, thanks Mad Men), the then family Head of Minnesota’s Iconic Dayton’s Department Store commissioned a study in 1952 of what Minnesotans wanted for their shopping experience.

The results concluded: Consumers ultimately desired a Warm, Comfortable and Convenient setting for a all-year around Shopping Experience. Who wants to trek downtown to shop when it’s 10 below outside?

Armed with Dayton Corporation research, they decided to partner up with Los Angeles based Architect, Victor Gruen. Whose is interesting in his own right, A Viennese Jewish Socialist immigrant, who escaped Nazi occupied Vienna to bring his Design talents to the US. Once hired Gruen soon envisioned the Southdale Design as American Twist of Europe’s timeless Grand Shopping Arcades including a “Town Square, Streets and Cafes.” Bringing a traditional downtown to the burbs.

The Modern mall invented.

Yes, before Southdale there had been similar concepts in the US, but nothing completely indoors and with this unique European Model of a traditional Mall. And did you know? The word "mall" comes from the wide, tree-lined promenade in St. James's Park, London, dubbed the "Mall" starting in the 18th century (source). I wonder if teenagers back then went to hook up with their friends and try the latest perfumes and colognes for free like we did 😜 ?

The Town Square

Built at a cost of 20 million, Southdale’s main crown jewel was The Garden Court Atrium which showcased Skylights, a fish pond, large faux trees and lush hanging plants off of its 3 floors of balconies. Also modern Ceiling Metalwork sculptures (which still exist in its current state, yet sadly the only design attributes that still exist from its heyday) and the creme de la crime, a 21-foot cage filled with colorful birds.

A perfect designed space for shoppers to mingle and at the time it was the biggest indoor public space of its kind.

*Guy Gillette / The Life Images Collection*

The Streets

The ‘Streets’ included 72 stores including two Anchor Department Stores, Dayton’s (fast fact: if you love Target, the Dayton’s Corporation founded Target as a new upscale discount Shopping alternative in 1962. Openings its first store in the St. Paul suburb of Roseville) and now forgotten Donaldson’s Department Store.

*A Modern take on Streets full of Shops. A second level peek. Guy Gillette / The Life Images Collection*

The Sidewalk Cafe

The Sidewalk Cafe similar to the one’s found in European cities was the best place to dine and be seen among the hustle and bustle of Southdale Shoppers..

It’s outdoor vibe with table umbrellas included. Allowed it’s Patrons to enjoy the comforts of inside as if they outside even when it was below zero.

The Shoppers

Glancing at the Photos featured in Life Magazines 1957 article on Southdale , definitely paints a picture of a by-gone era and consumer. Well-dressed, Perfectly coiffed and ready to shop.

Even Stylish Hats included. Fedoras for Gentleman too.

And lovely Handbags while browsing the Housewares Department of Dayton’s.

Or maybe having Lunch and enjoying A Winter Outdoor activity fashion show.

Not all shoppers were wide awake, like this little guy resting in a complimentary Southdale baby stroller with Its trademark logo featured on Mall employees uniform as well.

Even Dad’s got in on the Southdale Sensation enjoying a game of Boxing with his Son

There was also a kiddie maze and even a petting zoo at one time.

Fun for the whole family indeed among this mid-century design Mecca of shopping.

They don’t Make things like they Use too.

By the time, I experienced Southdale Center in the late 1980’s. A lot had changed. The Mall had become not so much a Urban indoor village like Gruen and Dayton originally envisioned instead a hustle and bustle of shoppers enjoying the search to buy stuff.

Gruen later regretted the project and the negative impact it had left on Downtown and the community overall. A echoing of what famed Architect Frank Lloyd Wright said while visiting Southdale in 1957, “ You should of left Downtown Downtown.”

Today its only a shell of its Mid-Century design magic. Struggling to keep stores open and re-inventing it once again with hopes of Health Club complex to resurge shoppers interests.

Now it’s Mecca is a Apple store, where customers wait in line to fix/buy they’re smart phones or a few destination stores like Sephora, J.Crew or Madewell that people trickle into as they please. It’s Anchor Stores have all but gone, except for the once bustling Dayton’s which has now turned into a library quiet Macy’s. A reminder that On-line shopping rules the roost and America’s Mall’s are a thing of the past. Even it’s first one.

Now I would love for you to join the story and share your own memories of Southdale or your own hometown Mall.

Love, C.

SOUTHDALE.