From the City to the Shopping Mall and Back Again:

Design and Control in the Memphis Mid-America Pedestrian Mall

Abstract

Victor Gruen viewed the shopping centre as a perfected form of the city, one which brought together commercial, civic, and social activities without the undesirable aspects of the downtown central business district. The privately owned shopping centre offered an alternative to congestion and scarce parking, its highly regulated spaces omitted panhandlers, protestors and unruly youth. In response to the loss of business effected by suburban shopping malls, cities across America transformed their downtowns by installing pedestrian malls that closed streets to vehicular traffic and instead provided landscaping, fountains, and benches to create a more pleasant shopping environment. While the urban designers of pedestrian malls often cite historic European cities as their dominant influence, this paper investigates the extent to which their design and regulation was in fact shaped by the suburban shopping mall itself. Examining the Memphis Mid-America Mall designed by Gassner, Nathan and Browne and constructed in the mid-1970s, I reveal how the city sought to impose the spatial order, aesthetic regulation, and behavioural restrictions first developed in the shopping mall on the urban pedestrian mall in an attempt to curtail the freedoms associated with public space in favour of the restrictions of what legal scholars describe as quasi- or pseudo-public space.