Malling of America

Malling of America

Outdoor strip shopping centers were built as early as the 1920s in California and became common everywhere by the late 1950s. The two-level mall, developed by the Rouse company in Baltimore, was the first fully enclosed temperature-controlled mall. Another first was the Southdale Center near Minneapolis, MN designed (1956) by Victor Gruen Associates, which revolutionized shopping everywhere.
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First or second, Haurndale set in motion the malling of America.
In his 1957 essay, "The White Negro," first published in Dissent, and then reprinted in his collection, Advertisements for Myself in 1959--when I was just 13, a post-war baby boomer and nascent juvenile delinquent growing up in the suburbs, where the malling of America was already under way with an architectural blight known as Shopper's World--Mailer defined the life that I had unknowingly embarked upon.