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163- The Gruen Effect

2015-05-06 | 🔗

Retail spaces are designed for impulse shopping. When you go to a store looking for socks and come out with a new shirt, it’s only partly your fault.  Shops are trying to look so beautiful, so welcoming, the items so enticingly displayed and … Continue reading →

This is an unofficial transcript meant for reference. Accuracy is not guaranteed.
This is ninety nine percent, invisible time, roman Mars We ve all done you're the store for a pair of socks and come out with a mega pack of soda. You go out get shampoo and come back a fancy razor its artist what's on your list, I challenge you to go to IKEA and leave only the thing for which you game. Try to buy a lamp without buying cutting board. It can't be done absolutely knew this, but retail spaces are designed to do this to you produce a breach. The store is trying to look so beautiful. So welcoming the item so enticing, we displayed in such vast quantity that you cannot help but be drawn in drawn towards something. You don't need this the grew, in effect the gruel effect or sometimes called grew and transfer
moment when you walk into a store and the design of the store is so overwhelming and dazzling you'd be in mindlessly consuming The grew effect is named after Victor ruin to who growing, he's a complicated, complex, contradictory guy, Jeff Hardwicke, the biography of Victor grew in who was born. There are growing bound born in Vienna in name four. He is jewish in Vienna fees and thirty, eight good colleague bomb and may his way eventually to New York City. Once in New York grew and made a name for himself designing shops and retail spaces, and this was a party Geller challenge during the lean years of the late thirties. People Had no money is would go into shops at all the good figured out how to lure people inside simply by using amazingly appealing window displays. You would go,
to these window display areas, look at jewels or handbags or chocolates, and then you'll be tempted and lured into the store. It's. The grew in effect, grew and argued that good design equalled good profits and equates those as one to one if you do more, people are going. Day their longer and spend more money. Started making storefront all over the country and he moved from New York to LOS Angeles in nineteen. Forty one group was from the beautiful City of Vienna, which is like, shops and greenery and places together. He saw him most Americans were just riding around in their cars, all the time cut off from the city and from each other, He knew this problem was even worse in the suburbs The suburbs lacked. What sociologist re Oldenburg calls third places think the home as your primary place, work as
second place and that third place where you go to build community, hang out to simply feel connected, grew and wanted to give the american suburbs that third place. She image probably being closer communication. These other people, Mitch of having seen possibility from walked place to another, that's archival of ruin from the University of Biomed. See much about this Creating any bangs outside of your own little house has become a desire to be effective. Victor group, imagine designing an environment full of greener, other shops, an indoor plaza, modern forum, and I This connection in the middle of the sprawl, one that would only be accessible to pedestrians, because all man make Derg ruin hated cars he rents and raves against cars. Continually beg your logic. Gaming once said he said,
Rather we rubber private cars and trucks as means of mass friends. What investment human life and had just as great as that, it's hard to understand him with the tape pass. The accent but would ruin is saying there is the threat of key, first, a human life and health is as great as the exposed sue so groans objective was to get people to park their cars far away from these their places and walk in stroll within them, as grew inside. His structure would be an architectural panacea. It would remedy environmental, commercial and sociological problems with the creation of a single building in so grew in presented his solution for America. The shopping mall grew and actually wanted. The shopping mall to be more than just shops
and be mixed use. He wants apartments and This is our medical centres attached to the shopping center. He makes clear is to have a child care facilities, libraries bomb, shelter, there's a whole range of different functions and grew in dreamed and wrote about the enclosed shopping Center way before he ever built. One and two finally lands. A commission for them a first indoor climate controlled shopping center I dunno Minnesota Place not known for its welcoming climate software, requisite an entirely new undramatic on retail, merchandising I'll deal centre opened in nineteen. Fifty six and it was the mother of all shopping malls seriously grew subsequent malls were all mostly based off this original Dinah design when doing the first enclose shopping, mall South tail in Dinah Minnesota
but grew in really emphasizes and what the media ends up celebrating. Is this man centres court. This court is in clothes, then skylight, so that not only the story, but the shopping sidewalks in fact the whole area in front of the stores? Arrogantly and temperature control a year round. The climate of seventy two degree for grew in he's, creating a town square south they'll centre wasn't quite mixed use like grew and imagined. People didn't live in it. Something like a day care centres or a post office couldn't afford that rent, but self they'll did have local shops of all kinds and plenty of shoppers, Sal, Tomorrow's main street, today, from the outside south they'll centre is not much to look at looks like a mall. It's this ominous a Morpheus boxy shape in designing these shopping. Malls grew and ended. His razzle dazzles door fronts and window displays Southwell, hardly
exterior windows at all. He moved away from the original concept that in some ways, they're gonna tracked by being ostentatious The drawn now is: what's inside them all in ruins mind it should have premature a blank facade no sign it John it, and then you enter that space, and then you walk into the shopping center and that's that sort of Troy informational, grew and transfer moment malls are designed as these sort of suburban pilgrimage sites, which, of course, you have to drive to its commitment you're driving twenty thirty minutes, your parking you're getting out your car you're walking in given new that Americans love to drive. So the mall was his compromise. You had to walk and straw once you're inside, but the customer, could drive over. So here hates the Beale, but he never will acknowledge that he's. Creating these shopping centres which are lost Leaving only
sensible through cars ruin was right, Americans loved driving to his malls. He the commission's for them all over the country over time grew and sees that in a wrecking these malls is tiny, suburban cities, hoping to drain the real cities, and so for a while it's his focus to urban planning. We want to rescue our cities which, because we have neglected threatening to vote to peace, And so grew and ends up being involved in urban renewal projects where he draws directly on from the left since learned in his suburban shopping malls and proposes bringing them back downtown municipalities, higher ruin and associates to make their downtowns more like malls grew in time. City centres into pedestrian, only spaces full of public art and grew Henry and lined with shops. He made plans for bolder Fresno.
Fort Worth Kalamazoo. Actually, his plan for Kalamazoo became the first outdoor pedestrian shopping, mall, in the. U S, he even had a concept to turn fifth avenue into a pedestrian more. He gets Manhattan to close down fifth avenue for a couple weeks as a task, but sit downtown is not a mall. It's not easily quote unquote fixed. That's a perfectly designed and controlled cities weren't going to become the pleasant, sterile shopping environments that group wanted them to be, after the riots, sixties. He is he's, shocked and so have taken aback by those in and was very much unprepared for them. Thank God that may have been somewhat of his reason for the retreat to Vienna. In nineteen. Sixty eight ruin moved from LOS Angeles back to Vienna back to the greenery and plazas. He had been true intimidate, but he couldn't, escape his own creation. There's a
shopping mall, that's being built on the edge of Vienna, and he points to that as that shopping malls destroying downtown visa. In grew in mind, the Anna was already perfectly planned. It NEA a mall like the broken american suburbs, did as he saw it. His original vision had been completely skewed. You're being in Vienna about ten years. He gives a speech in and rights on, paper where he says I refuse to pay alimony for these bastard developments. Victory in the mall maker became the foremost mall critic. Meanwhile, America's love affair with Mars continued genuine some are pretty girl, like you just sit alone. I know I remember in my own experience growth, up in New Jersey, when the first mall opened anywhere near me when I was in high school, this is Ellen Dunham Jones she's, a professor
architecture and urban design at George Attack. It was cool to go to them all, but I literally it was air conditioned. My home. Wasn't air conditioned my school? Wasn't air conditioned today most of us are spending our day, is, and our nights incompletely thermally, controlled environments, a lot of us Our craving being able to be doors in recent decades. Our tastes have veered away from climate, controlled environments and away from the enormous construction actually peak to nineteen. Ninety it's been declining ever since and by two thousand and six. That is really the last brand new kind of Standard mentioning moth, that's been built in the? U S and you. Product has entered the scene, a kind of shopping centre that I see. I see the international council. A shopping centres calls a lifestyle centre
Style centres started appearing in the nineties. Ah in they and to be open air. So, you don't have that roof anymore, but you I have a lot of boutiques and a lot more restaurants. Lifestyle centres are malls disguised as main streets and even though their full of chain stores, lifestyles, yours, are sunny and workable and bustling kind of what Victor Growin imagined and some of the old style indoor shopping malls are being re purposed, several of them are being. Retro fitted into history ethnic community centres. Leggin Plaza Fiesta outside of Atlanta alike out of the stores have been cut up in too much smaller mom and pop small shops. Selling western, where selling container addresses Plaza Fiesta also has a steady events. Calendar of performances
in this too, what kind of what ruin imagined these of community malls are truly places to gather and spend money in the shell of the failed design. Mostly ball architectural story, especially they grew and was horrible. And you know I can see where they're coming from his ex Dear years of his building are uniformly boring, but ruin that wasn't the point. It was the India carriers that were really the point. This fountains, the cheesy statues, elevator music piped in through all those speakers. Those are all part. Of the growing effect, I'll turn shopping malls into spaces where we felt comfortable staying in spending time and money. A lot of the original indoor models are abandoned, serves item, growing regions there's a website, this become sort of a graveyard of dead malls called dead malls. Dotcom users can log on to submit stories of the dead malls and their towns. There are
four hundred and fifty miles listed their submitted as sort of moral histories, in particular. What's interesting. I think about dead malls. Dot com is how nostalgic A lot of this isn't, it does make sense me in so many suburban communities. The mall became the de facto town centre. It was really the centre of social life other than the school. Be very sad if all of Victor growing smaller were demolished, we should certainly work to preserve at least one. The most famous mall in Minnesota, maybe the Mall of America with its roller coaster. Its supply it's a clarion water, but the most it actually significant more. Its grandfather is the one. That's just a twelve minutes drive away in a diner.
Jeff Hardwicke book is called mall maker. Victor grew an architect of an american dream Ellen Dunham Jones Book is called retrofitting. Suburbia social thanks declared Dorothy for research up Ninety nine percent invisible was produced this week by every truffle men with tv, mingle, same Greenspan and me roaming Mars. We are directive. Ninety one point: seven k, L, W San Francisco and produced the offices of arc sign in architecture and interiors firm in beautiful, downtown, mall free, but life El Centre, Rich Oakland, California, we often don't think of winter as a time of growth or creation. But if you think about it, it's the perfect time to greet your own website gives recouped job you thinkin about being productive, and now square space can help you do it with squares. Bates can take your cool ideas, you ve creative content, your services, goods, and you can turn them into a beautiful website. In just a few clicks does, because there is to use templates, are created by world class
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Transcript generated on 2020-02-14.