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<br />By RICHARD M. �ENNETT, FAIA
<br />l,uc�bl, Sclilossma�i dr 13ennett,
<br />:1rcl;ttects-Is�i�;fnecrs, Ch�cago
<br />■ Thc twentieth century Arnerican
<br />sliapping center, sclf-coy�tained in
<br />scp�rating itself `'rom the puUlic
<br />ro�d or street systEm and unrelated
<br />to civic, othec business or institu-
<br />tion�l buildings, is primarily the re-
<br />stdlt of recagnizing the need f�r
<br />ge�ting �s many automobiles as }.�os-
<br />sible as close �s possible to mer-
<br />chandise for sale. Using ever llrger
<br />sites there has heen � rapic� devclap-
<br />ment of a number of b�sic arrange-
<br />ments of strips, ells,, straight, bent,
<br />and zig-zag malls depencling on the
<br />shape and topography of the site and
<br />merchandising strateby. The pr�b-
<br />lem has been analyzed and or-
<br />ganized into categarics of stares by
<br />size, type and magnitude of attrac-
<br />tion; impulse and dcmand, or mag-
<br />net lo�cations; �ill kincls c�f servicin�
<br />ari•angements that s�parate trucks
<br />frotn customer tra(iic; landsc�pe
<br />sche�3ies and piped rl�usic; all-year-
<br />round air conditioned malls and
<br />pragrarns of. promoticm and adver-
<br />..�_. , ,.: .
<br />,� -, ..., _.
<br />tising aimed at attracting i�loi•e, as
<br />�vell as keeping old, customers.
<br />The novelty of this arcl�itectura]
<br />phenamenon is no longer enough to
<br />insure success. As more centers are
<br />built, the success of each will de-
<br />pend on the fundamentaIs of good
<br />mc:rchandise anci goocl merchandis-
<br />in�T condi�cted in a ��leasant-to-re-
<br />turn-to atmosphere. What are some
<br />ot' nc� 1'«nd�lnl�ntals?
<br />A store is a structure to imp?e-
<br />ment and shelter the 171E�tlilQ of a
<br />tlow of inerchandise and a fiow �f
<br />custc�mers. Tn anc�ent Greece stone
<br />colonnades surrounded an open
<br />spac� where a variety of busines�
<br />was transacted and it was called an
<br />Agora; Thc Roman Forum had
<br />malls that eorresponded to our
<br />sl�opping centers �nd it is recocded
<br />they had a chariot problem; the
<br />Middle Ages had l�arket Halls—
<br />rhe modern shoppin�T center is a
<br />SHOPPING CENTER AGE, JUNE. 1963
<br />�a'+,M� c �i'frA�'a,'�'+Gl . �s t , .t » t r M�i.s y � ,� �4'� ' . 1 t�t"�yK"�,'.�}},-�-''� �Y•r -. . .
<br />. , . . . m.;:. �`' r.f , �" S*r �^ c,�<i�. ,. r.i
<br />.
<br />�n of ��ores, carrying along
<br />�e ,����� a�t trac�ition. lt is
<br />�ing to note that th�; itin�rant
<br />�] �s a �:ind of shop�ing cen-
<br />o, with games of rh��ncc to
<br />yed, rides, and certain ki�ads
<br />`chandise to buy. i'he cart�ivat
<br />travefing show or a periodic
<br />often associated �vith the
<br />of not really getti�g ones
<br />�'s worth. A carnival's spirit
<br />serious. Fun and games and
<br />�peal to children are all right
<br />extent, but for the sober, wise
<br />�diture of the family paycheck,
<br />mpl;asis of "showmanship" can
<br />' suspicions. Watch Christmas
<br />�ers. Many f��ces may be
<br />y, but there are so many others
<br />reflect concern and harassment.
<br />� are obviously not reacting in
<br />�efree manner to the decorations
<br />the emotional promotions, for
<br />ie long run, spending money is
<br />rious business.
<br />maroy distractions
<br />pulse for their s�ile must cihviousl��
<br />sho��' thcir ��'ares a, ciru►�n�atically as
<br />possihle: lt is imoical that thc lrirgcr
<br />Jenartmcn� ;torc:� allow tl�f� dcsigncr
<br />to ci� fe�ver and fe«'er show �vin-
<br />ciows because chey cost so much to
<br />kee p att��lctive, at �he s.lnyc time the
<br />lictic st�re is embc�rrassed wit.h too
<br />�itt9e display area.
<br />This imbalance� is perpetuatccl by
<br />K,�;:
<br />fCertainly the atmosphere of a
<br />ater should be attractive, and
<br />asonal decorations should antici-
<br />��
<br />tte coming occasions that call or
<br />iecial expenditures, but the mes-
<br />Gge s hou l d l�e o n e of h�l ping the
<br />Astomer prepare f or occasions.
<br />�hile women enjoy the experience
<br />� shopping, the merchant should
<br />o�. emohasize the idea that being
<br />i a store buying things is an end
<br />1 itself.
<br />' Too many things displayed f�r
<br />,hildren to tease for can prevent
<br />he family shopping trip from being
<br />� completely happy event. Though
<br />� lot of candy may be sold, its pur-
<br />chase may have eliminated the cus-
<br />tamPr's consideration of bigger
<br />ticket items.
<br />T'he problems of the large ��I71Z�"
<br />net" store in a major shopp:n� cen-
<br />ter dit�ers drastically froni tl�at of
<br />the small shop. As one of the domi-
<br />nating elements c�f the center as a
<br />whole it should be easily identified
<br />i and tlien the next most important
<br />thing for the custom�r to see is the
<br />nearest way in. That way should be
<br />' safe and made attractive where pos-
<br />sible by the sight of desirable mer-
<br />chandise in show windows or within
<br />the store itselt.
<br />Smaller shops that rely on im-
<br />SHOPPING CENTER AGE, JUNE 1963
<br />the trac�iiional real e;rate n�an �vhc�
<br />r.an orbl�� think in t�rm• of "'�o��t
<br />fronta��c.'� 1-iis b��ckground is b:�sed
<br />on cit}� �treet patterns ��'h�rc com-
<br />pn:tition .�nc� morc. more, more is
<br />th�e c�nly criteria. The essential
<br />streneth of a �hop�ing center is not
<br />based c�n robber-l�aron cut-thr�at
<br />competition. If that �4�cre true. the
<br />CONTlNUED
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<br />� The mall "j�gs" for. visual intere�t.
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