Additional Reading: Remember this year: 1954. A Jewish immigrant from occupied-Austria was nearly 60 years ahead of his time. Victor Gruen made his name as the inventor of “the Gruen effect“, a method of storefront design that influenced casual bystanders to enter stores. His success as a designer caught the eye of Midwestern commercial developers. He later became the father of the American shopping mall. But his vision wasn’t the mall that we grew up with, it was supposed to be more. Read More.
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