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Mall Maker: Victor Gruen, Architect of an American Dream
 
 
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Mall Maker: Victor Gruen, Architect of an American Dream (Hardcover)

by M. Jeffrey Hardwick (Author) "A good storefront is one of your best salesmen," designer Victor Gruen once informed merchants..." (more)
Key Phrases: urban liberator, modern store design, postwar shopping center, Fort Worth, New York, Architectural Forum (more...)
4.7 out of 5 stars See all reviews (7 customer reviews)

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Frequently Bought Together

Mall Maker: Victor Gruen, Architect of an American Dream + Point of Purchase: How Shopping Changed American Culture + Call of the Mall: The Geography of Shopping by the Author of Why We Buy
Price For All Three: $69.55

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Editorial Reviews

Review
"An insightful account...Gruen believed that the self-contained mall would become 'the center of cultural activities and recreation.'" -- New York Times, Book Review, June 27, 2004

"Victor Gruen may well have been the most influential architect of the twentieth century. He invented the mall." -- Malcom Gladwell, The New Yorker, March 15, 2004

"important book...Gruen's buildings are more lived in than ...any other modern architect makes him a designer worth reading about." -- Metropolis Magazine, February 2004

[Hardwick's] Mall Maker, a deeply researched (the detailed endnotes are marvelous), conventional narrative, concentrates on Gruen's impact on American society... -- The Atlantic Monthly, November 2006

Review

"Mall Maker is an important book. . . . The fact that Gruen's buildings are more lived in than the work of nearly any other modern architect makes him a designer worth reading about.--Metropolis



"Victor Gruen, a Jew and a socialist who fled Vienna after the Anschluss in 1938, went on to become one of the most successful store architects in the United States. . . . But Gruen disliked suburbs, automobiles, and even shopping, according to Mall Maker, an insightful account by M. Jeffrey Hardwick. . . . In lucid prose remarkably free of jargon Hardwick, an editor at Smithsonian Books, concludes that malls did not transform the environment but simply created more sprawl."--New York Times



"Hardwick methodically traces Gruen's career trajectory, his relationship to his mostly business clients, the fawning media, and the public at large. He explores in depth many of his most significant projects. . . . Mr. Hardwick's thesis is compelling, and it is shared by today's growing legion of New Urbanists: instead of saving the city, Gruen inadvertently contributed to its demise."--Washington Times



"Hardwick brings fresh insight into the specific role of shopping centers in spawning the twin evils of sprawl and urban decline."--Enterprise & Society



"Mall Maker is an important book. In the first chapter Hardwick writes that Gruen was part of the generation of émigré architects that includes Mies van der Rohe, Walter Gropius, and Marcel Bruer. . . . Yet it is Gruen, far more than the others, whose buildings define the American landscape. . . . And the fact that Gruen's buildings are more lived in than the work of nearly any other modern architect makes him a designer worth reading about.--Metropolis



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Product Details

  • Hardcover: 288 pages
  • Publisher: University of Pennsylvania Press; illustrated edition edition (September 30, 2003)
  • Language: English
  • ISBN-10: 0812237625
  • ISBN-13: 978-0812237627
  • Product Dimensions: 9.2 x 6.4 x 1.1 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars See all reviews (7 customer reviews)
  • Amazon.com Sales Rank: #409,491 in Books (See Bestsellers in Books)

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Mall Maker: Victor Gruen, Architect of an American Dream
71% buy the item featured on this page:
Mall Maker: Victor Gruen, Architect of an American Dream 4.7 out of 5 stars (7)
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Call of the Mall: The Geography of Shopping by the Author of Why We Buy
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Call of the Mall: The Geography of Shopping by the Author of Why We Buy 3.6 out of 5 stars (37)
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Point of Purchase: How Shopping Changed American Culture
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Point of Purchase: How Shopping Changed American Culture 5.0 out of 5 stars (3)
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Customer Reviews

7 Reviews
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Average Customer Review
4.7 out of 5 stars (7 customer reviews)
 
 
 
 
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Most Helpful Customer Reviews

 
10 of 10 people found the following review helpful:
5.0 out of 5 stars What a character, December 15, 2003
By "mmoolson" (Miami, FL) - See all my reviews
This book is totally fascinating, although a tad repetitive about retailing theories for my taste. I would never have guessed what an amazing influence Gruen had on American life (and how egotisitical he was). I think the author quotes the architect Philip Johnson saying that Gruen influenced America much more than all the arty modern architects put together. And that is so true. Gruen seemed to anticipate future trends in retailing, city planning, and architecture and then actually build them. The one question that I had was whether or not Gruen was a good guy or only in it for himself.
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10 of 10 people found the following review helpful:
5.0 out of 5 stars New view of malls and shopping, December 2, 2003
I heard the author on the radio and thought this sounded interesting, it was definitely worth it. I'm an architect and have worked on a few retail projects, although no malls yet, so I could easily identify with Gruen. He seemed both to be a naive dreamer and a very calculating businessman. He was also caught up in the American cycle of trying to make one more buck. Gruen's story made me rethink the reasons why Americans love shopping so much--all the lights, art, and designs do nothing but make us believe that shopping is enjoyable. Is it really? Gruen's story also made me think about why architects think they can solve the world's problems with better buildings; I guess it goes with the territory.
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6 of 6 people found the following review helpful:
5.0 out of 5 stars I shopped in his mall!, December 28, 2003
By "adellaharris" (San Mateo, CA United States) - See all my reviews
My first true mall shopping was done in a Gruen mall, although I was quite unaware at the time of the fascinating story behind this complex man and his vision for America's public spaces.

Thanks to this engaging work by Hardwick, I feel now feel enlightened as I prowl the mall that Gruen built. You don't need to be an architect or a social scientist to enjoy this book because the author makes the subject approachable for the inner shopper in everyone.

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Most Recent Customer Reviews

4.0 out of 5 stars Should be on every urban scholar's Must Read list
There are only two things to say about this book on Gruen the Mall Maker: 1) The writing must be overlooked, and 2) the substance of the book is crucial to understanding American... Read more
Published on July 4, 2007 by Kathryn Burke

5.0 out of 5 stars Great on American culture, and he did build the first mall
This is an excellent book about a single, fascinating individual and about American culture in the twentieth century. Read more
Published on June 29, 2004

4.0 out of 5 stars First?
Mr. Gruen developed and expanded the concept, but no, he did not originate it - he and the automobile made it more successful and widespread, enriching us all. Read more
Published on April 4, 2004 by J. Anderson

5.0 out of 5 stars this is american culture at its best
A great read and remarkable that no one has written about Gruen before now. if American retail and architecture is your thing, this is a must have. Read more
Published on December 27, 2003

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