In the nineteen fifties, people with money began leaving the cities in unprecedented numbers. They were getting married, getting jobs, starting families, and buying housesâ€”they were moving to the suburbs. A Time Magazine article in 1954 observed: â€œâ€¦since 1940, almost half of the 28 million national population increase has taken place in residential suburban areas, anywhere from ten to 40 miles away from traditional big-city shopping centers. Thus, to win the new customersâ€™ dollars, merchants will have to follow the flight to the suburbs.â€
They did, and the suburban shopping mall was born.
But the original idea for the mall was not just about retail. Victor Gruen, the father of the suburban shopping mall, envisioned something much bigger. He wanted outdoor areas, banks, post offices, and supermarkets; he wanted to give the suburbs a soul, one inspired by the public squares of European cities. But that never happened. Instead malls were faceless, sprawling. Gruen was so disappointed with what malls became, he gave a speech in 1978 in which he said, â€œI refuse to pay alimony for those bastard developments.â€ Malls turned out to be the very monoliths of soullessness that Gruen had tried to overcome.
Itâ€™s not just that there are better malls than Collin Creek in the Dallas area. Itâ€™s that there are so many malls; Dallas has more shopping centers per capita than any other city in the United States. And according to some estimates, fifty percent of indoor malls nationwide will die over the next two decadesâ€”partly because some shoppers are opting for newer, better malls, but also because, as a recent Guardian article put it, â€œthe middle class that once supportedâ€ mid-market malls is dwindling. Or, put yet another way, by retail consultant Howard Davidowitz: â€œWhatâ€™s going on is the customers donâ€™t have the fucking money.â€ Which, of course, wasnâ€™t always the case.
As these old malls die off, theyâ€™re being replaced more and more by upscale, outdoor shopping centersâ€”with lofts, grocery stores, offices, public meeting areas, and day cares. At least four have popped up in Dallas within the past ten years, and theyâ€™re always packed. Sixty years after Gruenâ€™s ideas were bastardized by short-sighted developers, they are finally seeing their day. Inklings, maybe, of the suburbs finding their soul.
To counter this, maybe there is some life for malls in winter cities.
You can hardly blame the Finns for wanting to shop in giant, self-contained malls. After all, winter tends to start early in Finland (like, November) and end late (say, in April). Temperatures in Helsinki, which is at the nationâ€™s extreme south, with a relatively mild maritime climate, rarely get above freezing in the coldest months, and have been known to go as low as -30 degrees Fahrenheit. In late December, the sun in Helsinki doesnâ€™t rise until well after 9 a.m., sets soon after 3 p.m., and stays low in the sky â€” only getting to about 6.6 degrees above the horizon on December 27, for instance (compare that to New York, where it reaches an altitude of 26 degrees on the same day).
So itâ€™s no surprise that the idea of walkable urban centers are a hard sell in Finland. Still, some in the nation are calling for Finland to rethink its love affair with the shopping mall.
Yet recently I have been shocked at how quiet Confederation Mall is (a ghost town), Lawson Heights Mall, and Midtown Plaza is when I am in there. Â Then you look at how busy at the same time other places are. Â Maybe we are growing tired of malls as well.Â