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The Briarwood Shopping Mall Conrad Kickert M.U.D

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The Briarwood Shopping Mall Conrad Kickert M.U.D THE BRIARWOOD SHOPPING MALL CONRAD KICKERT M.U.D. WINTER 2006 TABLE OF CONTENTS 1. INTRODUCTION 3 2. HISTORY 4 3. THE BRIARWOOD MALL 9 4. CONCLUSION 13 5. BIBLIOGRAPHY 14 BRIARWOOD MALL - 2 INTRODUCTION “We want you to get lost.” Tim Magill - designer Mall of America THE DIXIELAND MALL - DESERTED AFTER BLUES BROTHERS RECORDING In this paper I will analyze the prototype of the suburban shop- ping mall. The physical analysis will be performed on the Bri- arwood shopping mall, a few miles south of Ann Arbor. In this case, the actual mall is used only as an example of the Ameri- can suburban mall. This paper will revolve around two main themes. Firstly, the his- tory of the institutions that created the mall will be analyzed, as the paper will attempt to explain the reasoning behind the mall. Secondly, the mall will be posed as an example of physi- cal determinism. The relation between the physical design and the (desired) human behavior will be researched, using theo- ries explained in the course. The latter part will encompass most of the physical analyses of the Briarwood shopping mall. Both parts will be connected with a main conclusion, where a final critique is given of the Briarwood suburban mall, and a connection to current developments will be made. BRIARWOOD MALL - 3 HISTORY THE GARDEN CITY AND URBAN FLIGHT In order to understand the birth and life of the suburban Birkenhead Park in Liverpool and its predecessor, Central shopping mall, it is interesting to look at the conception of Park in New York, were conceived as a way to bring nature its ideas, and its position in the social institutions in America. back to the citizen. The natural setting of a park created It is important to divide the suburban shopping mall into two an interesting balance between urban escapism and social notions: engagement. -it is suburban The balance between city and nature was emphasized in -it is a shopping mall the Garden City, written by Ebenezer Howard. It was a clear response to the crowded conditions of the city, as it offered These two notions are not necessarily interlinked, and each an attractive alternative. The city and the countryside each has its own position in history. The two can exist without each were considered as ‘magnets’, each with their advantages other. Suburbs exist without a shopping mall, and shopping and disadvantages. Through a new mix of city and coun- malls exist not only in suburban settings. Perhaps a layered tryside in Garden Cities, a new balance could be created approach is more appropriate, where the suburban shop- between the crowded but civic city and the natural but ping mall can be seen as one of the physical parts of a savage countryside: the suburb was born. Even though suburb. Howard’s proposal was complex in its attempt to create a subtle balance between city and countryside, it is generally The suburban shopping mall has always been a part of sub- considered as one of the main theories behind suburban- urban theory. From its conception, with the Garden City ization1. model by Ebenezer Howard, all through its renaissance through the Lifestyle Center, the mall and the retail experi- While Howard was reserved in his approach to the physical ence has been engrained in American suburban culture. outcome of his diagrams, some elements are of great im- The notion of the suburban shopping mall however, does portance in the conception of the suburban shopping mall. not originate from the United States, but from England. In His radial city diagram clearly has an urban center, with the context of 19th century industrialization, the popula- main civic functions grouped around a recognizable core. tion of British cities had grown at an explosive rate. As cities became overcrowded places, with a lack of hygiene and Of great importance in the conception of the suburban moral values, the call for an escape became ever greater. shopping mall in this diagram is the ‘Crystal Palace’, that Early movements such as the Park’s movement created circles around the central park. Howard has the following oases in the city through the creation of picturesque parks. description of its function: BRIARWOOD MALL - 4 “Running all round the Central Park (except where it is inter- sected by the boulevards) is a wide glass arcade called the ‘Crystal Palace’, opening on to the park. This building is in wet weather one of the favourite resorts of the people, whilst the knowledge that its bright shelter is ever close at hand tempts people into Central Park, even in the most doubtful of weath- ers. Here manufactured goods are exposed for sale, and here most of that class of shopping which requires the joy of de- liberation and selection is done. The space enclosed by the Crystal Palace is, however, a good deal larger than is required for these purposes, and a considerable part of it is used as a Winter Garden… “2 1. The simplification of complex and well-balanced theories has created not only the suburb, it also created the suburban shopping mall. More about this later. 2. Ebenezer Howard - the Garden City of tomorrow - p54 BRIARWOOD MALL - 5 The notion of a place, sheltered from the forces of nature, where manufactured goods are exposed, and can be bought, is a strikingly exact desciption of the contemporary suburban shopping mall. However, Howard clearly conceived this pal- ace as a place for public gathering and civic use. This notion connects well to the theories behind shopping mall design, conceived by Victor Gruen, the father of the enclosed shop- ping mall. Victor Gruen was born in Vienna, in 1938. He grew up in the medieval core of Vienna, a part of the city cited and praised by Camillo Sitte, and enjoyed education at the Academy of Fine Arts. Even though he was mainly a retail architect, Gruen was known as a socialist. In most of his professional career in Vienna, he designed storefronts and interiors for the city’s most prestigious department and specialty stores. With the upcom- Parma - drawing by Camillo Sitte ing of the nazi empire, Gruen decided to fled from Austria, and arrived in New York with ‘eight dollars, an architecture degree, and no English.” Soon after his arrival he continued his work as a retail designer, creating new shop types for prestigious stores on Fifth Avenue. His tradition of breaking with the past, and a strong belief in progress led to his contributions at the World’s Fair in 1939. He participated in GM’s famous Futurama model that was a big hit at the fair. Later Gruen commented on the model as ‘selling the 1950s interstate highway plan’, as it displayed the American public a modern world of the Automobile. This world revolved around the new order of the private car, as it contrasted this compelling image to the chaotic landscape of the US in the late 1930s.3 The most important accomplishment of Victor Gruen however, is the invention of the enclosed shopping mall. With a prelude Futurama - Bell Geddes and General Motors corp. of his model at the Nortland mall near Detroit, the Southdale mall near Minneapolis opened in 1956. A fully enclosed mall, BRIARWOOD MALL - 6 with 72 stores in a double storey structure, with ample parking located at what was then the outer fringe of the city. Even though his work was profoundly modern, his theories and concepts were derived from his history in Vienna. Gruen saw the modern shopping mall as a community center, a center for civic gathering. His notion of the mall had close ties with Howard’s model of the shopping mall. Another importance in- fluence in his work was Camillo Sitte. The architectural expres- sion of irregularity and a small human scale was closely woven into the work of Gruen. The most important element he derived from Sitte’s theories was the notion of a civic square, with cen- tral functions and a landmark element. Gruen supported the notion of an esthetically pleasing public space that would re- inforce civic culture.4 Northland Mall - Detroit - drawing by Victor Gruen He basically inserted a romanticized model of the central Eu- ropean downtown into the increasingly car-dominated land- scape of the US. As he acknowledged the importance of small scaled variety, the interesting spatial forms of organic urban models, he felt that mall design should incorporate the ““study [of] the anatomy of the organically or sensitively planned old urban pattern which consists of a rich vocabulary of clearly defined urban spaces.”5 A truly traditional notion, merged with the modern ideal of the shopping mall. Most of his early shopping mall designs incor- porated a central square with an important non-commercial function, such as a children’s playground, indoor tropical gar- dens and even animal exhibits. Southdale Mall - Minneapolis - image by Maitland 3. Hardwick - Mall Maker-Victor Gruen, architect of an american dream - p18 4. “John Peter interviews Victor Gruen”, Library of Congress John Peter Collection, Transcripts, Box 3, Title 32-33, Folder “Gruen, Victor” 5 Gruen - Centers for the urban environment - p83 BRIARWOOD MALL - 7 It is interesting to research the romantic escapism that was developers over-simplified his originall mall model and opti- an important part in Gruen’s conception of the enclosed mized it for profit, he retired in 1968 as a disillusioned man. shopping mall. As he recognized the growing importance of the automobile, but also the destructive effects on ur- Currently, retail design is a very important part of the shop- ban space, Gruen created the Northland mall.
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