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1952 Theatre Catalog, 10th Edition, Page 61 (27)

1952 Theatre Catalog, 10th Edition
1952 Theatre Catalog
1952 Theatre Catalog, 10th Edition, Page 61
Page 61

1952 Theatre Catalog, 10th Edition, Page 61

a day spent at home. Women used to shop alone; now they take their husbands along to help decide on household equipment and other major purchases. As a result, shops and stores now share the same peak hours as theatres.

Shoppers World is equipped to take full advantage of both night and daytime selling periods. Its key tenantsthe Jordan Marsh department store and the Cinema Theatreehare housed in separate units. Thevrest occupy a series of double-decked store buildings containing the greater portion of the centers retail space. These buildings are stacked up on two levels in order to keep walking distance along the central green down to 665 feet. Every 200 feet, bridges and walkways cross the landscaped mall to connect both sides and both decks of the center. The central green and the lower deck stores are eight feet below the ground level parking; upper deck stores are four feet above parking level. Easy ramps connect both store levels with the parking area. Both shopping levels surround the central green like a single giant showcase. Floor to ceiling store fronts put 3,000 linear feet of merchandise on display. The impact of these open-faced stores, set off by an occasional closed front, is greatly emphasized at night when the full depth of each store becomes completely visible. Wintertime glass enclosures protect all these walkways and ramps. This continuous vestibule pays for itself in saving interior heat loss in the store buildings during the winter. It is taken down during the summer months.

The double-decked store buildings have proved successful in many ways. Both upper and lower shopping levels are crowded; neither suffers any loss of customer traffic. Walking distances from store to store, foundation costs, and roof costs are all half what they would have been if the stores had been arranged on one level.

From either highway or mall, the "trade marki, buildings at Shopperis World are the department store and the theatre. The 227-foot-wide dome of the department store, the largest clear span dome in the United States, provides column-free floor space indoors and striking identification outdoors. The great square mass of the 1500-seat Cinema is as easily seen and enclOSes equally functional indoor space. Both store and theatre are major elements in a carefully studied pedestrian traffic pattern.

The meticulous planning of the Shopper's World is the work of Ketchum, Gina and Sharp, architects; Kenneth C. Welch, architect and consultant on economic surveys; Adams, Howard and (,lrceley, site planning consultants; Anderson and Beckwith, consulting architects; cherud-E[stadt-Krugcr, structural engie nccrs; V. L. Falatico and Associates, mcchanicul engineers; and Arthur N. and Sidney R. ShurclilT, landscape architects.

TroEic Control

In assigning locations in the center, it prime consideration was the need to keep shopping tramc on the move. The theatre and the department stores, as the most powerful traffic pullers, were


LOOKING TOWARD THE THEATRE busy shoppers crowd the covered ramps and passages to create a new "Main Street" The CINEMA in the background furnishes one of the two focal points.

first given strategic sites at either end of the central green. The Jordan Marsh store was placed across one end, adjacent to Route 9, the main highway between Boston and Worcester. Space for another branch department store was provided across the opposite end and the theatre was given a prominent

position nearby. Jordan Marshis tremendous pulling power was thus balanced, in theory, by the combined pull of the proposed department store and the theatre. Along both sides of the mall, important chain stores, including Sears (hard goods), Kennedyis (boys and menls wear), Brockelmanls (supermarket), and

LOOKING TOWARD THE DEPARTMENT STORE equal shopping activity crowds the passageways.
1952 Theatre Catalog, 10th Edition, Page 61