The suburban shoppingscape and the reconfiguration of urban ideals

Abstract

This paper looks at how the mid-twentieth century suburban shopping center created a pseudo-public space specifically tailored to attract women in their role as the primary shopper. Driven by the demands of a changing urban landscape retail developers combined urban ideals with modern materials and technology to create a shoppingscape that ideologically merged community values with notions of progress. The crisp, clean lines of modern design, paired with the practical delights of childcare facilities, cafes and a women’s lounge area re-presented a mix of city ideals and excitement with the familiarity and comfort of community facilities. Rather than displacing traditional city characteristics and activities, the suburban shopping center combined old and new development concepts to produce a new environment founded on principles of accessibility and comfort.