|
�
<br />�
<br />v
<br />, � ; ., ,.�; _.
<br />--,t.-iY-'r'i"+ti�8.....e..�;,'v. ..._'�.�_ ....._.
<br />: -- --
<br />:� �_:�.:�.��r�.�._—.�. .. . , . . . . . ... .. .......:_: .. �..a �_:.c': .. _..:'::v .. _ .. , . . ._.. . .... .. .
<br />GUESi EDITO�iA!
<br />0
<br />��� ���.LJ�� � .•� ��
<br />1 .��
<br />� ��� �Ts �• ���
<br />.AILII�� ��l`��E�T
<br />By t�v`N� �. K��i�
<br />Irving �ifein 't,r Assocs.,
<br />I�lousi�r�, Tex.
<br />(Adupted fru+n a.n a�'�ireaa at the
<br />dC5C regirrnal mectdng, Mcsch
<br />1S, .Kuustnn, 1'ez.)
<br />■ Except for certain supposedly
<br />perfect climatic arcas on the West
<br />Coast, ii is my apini�n that the
<br />climate-cantrol(ed mall with its cas-
<br />ual design, tropical planting areas,
<br />seatin�, and the myriad ather cus-
<br />tomer comforts fo�and in the well
<br />clesigned close� mall af today has
<br />proved to be one of the greatest
<br />single i�ieas to hit the merchandis-
<br />ing field si�nce the developn�e�nt of
<br />the large dawntown dep�zrtment
<br />stores in the 19th century.
<br />The air cc�nditianea mall shop-
<br />ping center, with the proper mixture
<br />of good tenants, has indeed changed
<br />the entire retailing concept in the
<br />U. S.
<br />It is also my o�inion that the air
<br />conditioned malt and its develop-
<br />ment into reality in so many of our
<br />re�ional shop�ing centers has given
<br />the explosive suburban retailing de-
<br />velopment th� needed shot in the
<br />arm beeaUse of the fact that air con-
<br />ditic�ning IV+7in Street, evhile perha�s
<br />possible, w�s not too feasible.
<br />There are two �ther important
<br />dcvelopments that are a result of
<br />the closed climate-controlled mall,
<br />Many years ago �vhen I first carne
<br />to Houston, we would park our car
<br />n�ar Main Stre�t at night and «�in-
<br />dow shop the downtown stores, be-
<br />cause ihis was the only time of thc
<br />day that you could `isually inspcct
<br />th� mcrchandisc in t;�e sture �vin-
<br />dows. This was caused by the fact
<br />that veiled glare prevented proper
<br />visual inspection of the merchandise
<br />during th� daytinae hours.
<br />Store designers had tri�d a11 sorts
<br />of ideas, such as installing up to
<br />1000 faot candles of li�;ht in the
<br />show winda���s, but no matter how
<br />much light they would install, they
<br />could not overcome the ] 0,O00 foot
<br />candles of �i�ht we nornaally get
<br />from a bright, sunny day. Further
<br />mare, installation af such a t� �-
<br />m�ndous amount of lir;,�.�n� ►n a
<br />store window was a cc�� . item of
<br />construction, operatio��; �.0 actually
<br />faded merchandise �J ihe windows.
<br />Therefore, for tl;� ���t time, the
<br />architect plannint, a ���nat sho��-
<br />ping center with :: •lased climate-
<br />controlled m�ll � �:u �': regulate the
<br />light intensity �f t: .<nall to a point
<br />lo�ver than the sho�.v windows,
<br />which permitted wouid-be slloppers
<br />to visually inspect all the merchan-
<br />dise in a disp�ay window at ar.y
<br />time durin� the shopping day or on
<br />Sundays and holidays when most
<br />malls are open to th� public.
<br />V��e have also found in shopping
<br />center design tliat with enclosed
<br />malls, we are enabled to use wood,
<br />sliding glass cntrance dc�ors and
<br />other economical store frant mate-
<br />rial; at a considerably less cost per
<br />running foot of �ront than that of
<br />marble, granite, a 1 u m i n u m and
<br />stainless steel than would be re-
<br />quired in open mall design.
<br />This saving in store front costs
<br />helps to defray part of the over-all
<br />cost of enclosing and air condition-
<br />ing the mall itself.
<br />In conclusion, I feel th�t the
<br />�vell designed closed mall shopping
<br />center of today, wieh its fre� and
<br />easy parking, its custc�mers conv�eni-
<br />ences found in tlie mall, the prcaject
<br />meeting rooms, etc., and last but n�t
<br />least, the fine stores which are clus-
<br />tered about the shopping mall, has
<br />given today's housewife, who inci-
<br />dentally spends approximately 85%
<br />of every consumer dollar, the best
<br />cor�ditions under which to c�nipari-
<br />son shop for everything from hair-
<br />pins to h1ms.
<br />S� 5b SHOPPING CENTER AGE, JUNE 1963
<br />��� ��
<br />� �,
<br />1� � �.� � �
<br />� �" �
<br />s � � s: �` Sp ..
<br />i' � f
<br />� � � �; �
<br />s�
<br />���. � �,,,�'
<br />��, �°� ��'���
<br />��� ;� � ��
<br />°� -� '� 3�;:
<br />3�M� � ��
<br />�
<br />? r'` � �` ,.
<br />� �r . �
<br />���`��� �
<br />y � � �
<br />p. � t�..
<br />P , � � � � ���
<br />k I�IN
<br />�° � � ���
<br />.�;;��' 9
<br />� ��
<br />���� � ��
<br />�'��
<br />, �,: ,, � � .
<br />���
<br />:� n:e �am
<br />.
<br />: brin;
<br />.
<br />ght��me slio
<br />1
<br />.
<br />.
<br />?:.a
<br />�-'�w
<br />���`.
<br />s -; �
<br />� �s-�
<br />�r�
<br />�; � .
<br />�'.
<br />�r �
<br />� � ;��:;
<br />t . . _ _ a��`��
<br />.. novv ha� a struetur�c0 ste�l ba�kbon� ° The �ylvania Rough Service Mercury Lamp,
<br />with a new one•piece structured steel frame, is the ruggF;d�st �rercury lamp ever built. No frame
<br />welds to break—ever9 Heat, rain, hail, even shock can't knoc� out this quality lamp. And night after
<br />night it delivers 3 times as much street and area 'ight as regular incandescents—for the same power
<br />cost. It brightens shopping areas, brings Qut the crowds—and with fewer maintenance problem�,
<br />fewer burnouts, lower mainfienance
<br />costs. Write today for mare detai!s.
<br />Lighting Division, Sylvania Electric
<br />Froducts Inc., De,pt. 63, 60 Boston
<br />Street, Salem, M�ssachusetts.
<br />S'U05/O/<1f7V OF 6[NENAL
<br />!;E'1V��9�4L TELE,�'HONE & ELE�TAO/VACS �`�'
<br />
|