THE
SHOPPING ARCADE:
HISTORIC ANACHRONISM
OR MODERN RETAIL PROTOTYPE?
by
Marc Stephen Coleman
B. Arch. University of Texas at Austin
1982
B.S. Arch. Engineering University of Texas at Austin
1981
SUBMITTED TO THE DEPARTMENT OF ARCHITECTURE
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF THE DEGREE
MASTER OF SCIENCE IN REAL ESTATE DEVELOPMENT AT
THE MASSACHUSETTS INSTITUTE OF TECHNOLOGY
SEPTEMBER 1991
@ MARC STEPHEN COLEMAN 1991
The author hereby grants MIT
permission to reproduce and to distribute publicly copies
of this thesis document-in whole or in part.
Signature of author
Marc Stephen Coleman
Department of Architecture
July 31, 1991
Certified by
J. Mark Davidson Schuster
Associate Professor
Department of Urban Studies and Planning
Thesis Supervisor
Accepted By
t
BGloria
Schuck
Chairperson
Interdepartmental Degree Program
in Real Estate Development
Sp 0tc
~
12 t
THE
SHOPPING ARCADE:
HISTORIC ANACHRONISM
OR MODERN RETAIL PROTOTYPE?
By
Marc Stephen Coleman
Submitted to the Department of Architecture
on July 31, 1991 in partial fulfillment of the
requirements for the degree of
Master of Science
in
Real Estate Development
ABSTRACT
This thesis analyzes the retail concepts behind the
Shopping Arcade and asks whether arcades are viable for
today's retail trade.
It briefly examines the history of this building
type from its invention late in the 18th century in Paris,
through its development in the following century, and its
virtual demise, at least in the U. S., in the early 20th
century.
The thesis also looks at the social and economic
reasons for the rise of this retailing innovation.
The current state of five early examples of this
building type in New England is examined.
These cases are
analyzed in terms of their current physical and economic
condition and in terms of their viability as retailing
venues.
Also examined are possible reasons behind their
current status.
Next,
two new developments using the shopping
arcade concept are examined.
How these developments have
adapted the ideas of an arcade, and to what degree they have
enjoyed success, are also explored.
Finally, conclusions are drawn on where, and under
what circumstances, an arcade may be used successfully.
The
thesis concludes with a list of suggestions to help insure
the success of new arcade developments.
Thesis Advisor:
Title:
J. Mark Davidson Schuster
Associate Professor
Department of Urban Studies and Planning
ACKNOWLEDGEMENTS
I would like to thank my
provided
guidance,
thesis
helpful
advisor Mark Schuster who
criticism,
and
many
useful
suggestions during this process.
I would also like to thank everyone who took time to help me
track down obscure references and sometimes seemingly trivial
bits
of
information
on the
case
stndies
in
Chapter
Three.
They helped provide a more complete picture of the arcades.
In
addition,
I
would
like
to
thank
those
whose
personal
knowledge on specific arcades helped fill in the gaps in the
sometimes limited written material.
In
particular,
I would
like to thank Philip and Elaine Smithline, Earl Leeder, and
Richard O'Brien.
Also, Charles Granquist of the Connecticut Trust for Historic
Preservation,
Historical
Register
Maureen
Commission,
of
Historic
information when
Cavanaugh
of
and Marilyn
Places,
the
Harper
gave
Massachusetts
at
early
the
and
National
timely
I was trying to find suitable arcades
for
analysis.
Finally,
I
would
Edgertonians, Ellen
like
to
thank
fellow
CREDers
and
Brown and Chip Allemann for helping to
keep me sane during this process.
been a lot less fun!
my
Without you it would have
TABLE
OF
CONTENTS
1 .
ABSTRACT............................ ..........
P
2
2.
ACKNOWLEDGEMENTS.................... ..........
P
3
3.
CHAPTER
P
5
ONE......................... ...........
INTRODUCTION
Current Retailing Trends
The Arcade
4.
CHAPTER
TWO..................................
16
THE DEVELOPMENT OF A BUILDING TYPE
Literature Search
History
5.
CHAPTER THREE................................
CASE STUDIES
The Arcade Building: Brookline, MA
The Arcade: Providence, RI
Paddock Arcade: Watertown, NY
Post Office Arcade: Bridgeport, CN
Park Square Building: Boston, MA
6.
CHAPTER
FOUR.............................
....
30
P
54
.P
70
CASE ANALYSIS
RECENT PROJECTS USING THE ARCADE CONCEPT
The Hanse Quarter: Hamburg, Germany
The Crocker Galleria: San Francisco, CA
7.
CHAPTER
FIVE.............................
...
CONCLUSION
8 .
APPENDIX.....................................P
78
9.
BIBLIOGRAPHY.................................P
81
CHAPTER
ONE
INTRODUCTION
In
new
1956,
phenomenon
Minneapolis'
when
a
Southdale
partially
glass
Center
roof
was
created
used
a
to
enclose a cafe, sculptures, murals, fountains, and seating in
the public spaces of this suburban mall. 1
Forum stated in its review of the project,
As Architectural
"Southdale is more
like downtown than downtown itself."
With this development began the
expropriation
of
the city center's urban quality to the safety of the suburbs.
The ambiguity between the city and the
increase
for the
next three
decades
suburbs continued to
as
suburban malls
co-
opted the best aspects of urban life, transforming themselves
into the new social centers of the suburb.
As
authorities
retail
the
downtowns
fought back
concept
back
by
into
began
to
importing this
the
city,
distinction between city and suburb.
1
decay,
however,
city
(by now proven)
further
blurring
the
Yet something was lost
Sanders, James. "Towards a Return of the Public Place: An American
Survey" Architectural Record. pg 89.
in the translation of this
form from the city to the suburb
As one observer noted:
and back again.
Although in the city, it did not seem to be of it.
Only
connection,
grudging
to
provided
downtown
their
shopfronts
their
was
generally
instead,
the.. .downtown streets...:
these
malls
To the
inside.
any,
if
facing
themselves
courts,
the
inward,
all
the
fun
city, they reverted to
old, real
roots
suburban
turned
and presented mostly
blank
walls, four and five stories high, punctuated only
by
the
oversized
stores within.
Because
successful,
signs
of
the
major
department
2
of
they
this
often
inward
had
focus,
when
parasitic
malls
results
were
on
the
surrounding retail, drawing in all pedestrians to their safe,
climate
controlled
successful,
their
environment.
lack
of
retail
When
facing
they
the
deadening affect on the abutting street life.
were
street
not
had
a
Although the
malls added supposedly public space to congested downtowns,
the realities of high urban land costs limited the space for
sitting and otherwise relaxing.
Also,
the
extent
that the
public space was actually "public" was debatable --
entrances
were
patrolled
carefully
controlled
and
the
interior
was
frequently by security. 3
2 Ibid., pg 89.
3
Frieden, Bernard J., and Lynne B. Sagalyn. Downtown Inc., pg 233.
As a solution to these shortcomings, along with the
desire
to
preserve
downtown
neighborhoods
and
historic
buildings, the festival marketplace was conceived.
One of most successful early examples was Faneuil
Hall Marketplace in Boston.
district
was
revitalized
Here, a large, seedy waterfront
into
upscale
open-air
pedestrian
shopping streets in a public/private venture between the city
of Boston and the Rouse Corporation.
This concept
creating
large
without the
solved the
expanses
of
issue of public space
seating
and
of
space
implied pressure of having to buy something, as
was often evident in the downtown mall.
lack
strolling
by
clearly
opportunities
at
defined
its
edges,
edges
for
Also, because of its
it
tended
spill-over
of
to
foster
the
street
activity it created.4
Copied
cities,
were
4
not
it
with
varying
soon became
the
panacea
degrees
evident
for
all
that
of
success
in
other
festival marketplaces
downtowns.
5
The
degree
Ibid., pg 282.
5 For the the problems associated with large downtown developments
including Festival Marketplaces, see Downtown Inc.-- in particular
Chapter 14: An Unfinished Renaissance.
of
cooperation required between developer and city, along with
the size and cost of the ventures, made them only suitable in
a limit number of metropolitan areas of
critical size,
and
for large, well financed developers.
CURRENT
RETAILING
TRENDS
Along with these changes in downtown retailing over
the
last
couple
fundamental
of
decades,
changes
have
been
more
recent
brewing
and
for
perhaps
all
retail
the
current
businesses.
Although not
real
estate
nevertheless,
economic
crises
not
down-turn,
as
as
severely crippled by
office
only been
but
buildings,
seriously
also by
hit
structural
retailing
by
the
changes
has,
recent
in
the
retailing industry.
The indiscriminate construction of
centers
and
the
overbuilding
in
malls has led to an abundance of
some
strip shopping
markets
retail space.
of
regional
This
estate" problem, however, is only part of the issue.
"real
One of the current trends is evident in the recent
trouble
experienced
by
department
stores.
This
has
been
caused by a significant change in demographics and the manner
in
which
the
products,
sense,
public
from televisions
become
possible
purchases
This
to
change
on many retailers
in
stores
particular
--
with
traditionally
labor
be
has
competition
in
goods.
Many
to designer clothes,
commodities,
price.
its
intensive,
bought
placed
gen.eral,
their
branded
have,
at
the
inordinate
in a
lowest
price
and on department
high
overhead
service-oriented
and
business.
The result of this change in buying habits has been the rise
of outlet malls and mass-market retailers such as Walmart -selling brand name merchandise at discount prices. 6
Coupled with vastly increased competition, is the
weakened
financial
themselves
--
in
a
position
sort
of
that
many
1980's
retailers
"hangover".
find
With
the
confidence
inspired by the boom in consumer spending in the
"wheeling
and
dealing"
80's,
many
high
debt
take-over
transactions
(witness the Campeau/Federated stores debacle)
left
chains
retail
positions
that
may
in
precarious
prove
fatal
financial
now
that
the
positions 7
rosy
--
growth
6 National Association of Realtors. "1990 Market Conditions Report"
National Real Estate Review, pg 13.
7 Ibid., pg 24.
figures
them
were
predicated
Consequently,
many
regional
many
of
on,
have
proved
unrealistic.
heavily
on
anchors
stores
to
malls
generate
that
foot
depended
traffic,
have
found themselves in financial trouble as some of these stores
have lost their drawing power while others, still, have "gone
dark".
With
retailing
the
having
tried
lost
and
some
of
true
formula
its
luster,
for
successful
many
developers
have begun to cast about for other retailing venues that will
be
the
retailing
success
stories
spawned two possible contenders -"power center".
of
the
90's.
This
has
the specialty mall and the
That these two are at the opposite ends of
the spectrum indicates how disparate are the views of where
the industry is headed.
The
specialty
mall
is
in
essence
an
anchorless
shopping center where the tenants have been carefully chosen
to target a more narrowly-focused clientele.
new phenomenon, this
life
given
the
experiencing.
longer
concept has
difficulty
many
nevertheless
anchor
By no means a
received new
stores
have
been
In this marketing scheme, the consumer is no
solely targeted for his
10
overall buying profile, but
also for the type of product he
For
for.
example,
specialty
is currently in the market
centers
have
developed
The hope is
focus on designer clothes or home furnishings.
a
that
collection
will
products,
of
stores
selling
like,
or
a
from
greatly
benefit
that
related
synergistic
relationship with their competitors rather than be damaged by
increased competition.
The theory
large
concentration
of aggregation also holds
of
like-product
stores
that such a
will
create
a
destination point and thus be able to attract buyers from a
much larger market area.
Whether this retail prototype
is
the result of a true change in buying habits, or is caused by
a lack of viable or willing anchor tenants is debatable, but
not
immaterial.
If
it
is the
result
these centers could be a success.
of
the
former,
then
If a result of the latter,
however, their likelihood for success is much more dubious.
The
"power
constructed of four,
"strip
center"
five,
development".
The
on the
other
hand,
is
usually
or more anchors in an unenclosed
definition
of an anchor
is more
broadly defined than in regional malls and can encompass what
usually
passes
for
an
anchor
in
a
large
strip
center.
Typically however, they are leaders in their market niches -so
called
"category
killers",
selling
high
quality
at
merchandise
discount
prices.
theory behind
The
these
centers is that, as baby-boomers have begun to raise families
and more
less
time
and money
priced malls.
fast,
have entered the work force,
women
to
spend
wandering
shoppers
around
have
vast,
high
Power centers, because of their theoretically
drive-up accessibility, and lower priced merchandise,
would cater to these new trends.
Many power
centers,
however,
could
wind up being
less than the sum of their parts, as they have stripped most
of
the
excitement
and
spontaneity
out
of
the
shopping
experience.
They are aimed at, and will appeal to, the most
pragmatic of
shoppers, and thus limit the
buying
and
the
"captured
audience"
extent of impulse
effect
of
enclosed
regional malls.
THE
All
festival
these
ARCADE
developments,
marketplace,
the
the
specialty
downtown
mall,
and
mall,
the
the
power
center, ignore a prototype that already exists in many older
American
models,
cities.
The
arcade,
created truly public
like
spaces,
the
first
two
urban
allowed for centralized
management, yet provided this on a smaller scale and at much
12
less expense.
It also attempted to provide the convenience
of the latter two models, if for only its downtown users.
The arcade, as
predecessor
to the shopping mall,
has many similarities to its suburban offspring.
Like the
mall, it was retail based, provided central management, and
an organized and somewhat sanitized environment for shopping.
It
was also
a
single project,
constructed
at one time,
and
was usually the product of private speculation.
The arcade, however, when compared to the mall, has
some
important
distinctions.
transitional space -to a
street.
destination
is
essentially
a
a short cut or a thoroughfare similar
A mall
point,
It
on
the
other
hand is
disconnected from its
this end, the arcade is grandly open at
conceptually
surroundings.
a
To
its entrances, and
its interior facades flow in from the outside world providing
a smooth,
uninterrupted
and welcoming transition,
protected
from the weather.
No real conscious effort has to be made to
enter an arcade.
With its use as a thoroughfare, the space
contained within becomes truly public in its use.
As
endeavored
retail
--
a
shortcut
to
open
in
effect
up
through a
and
access
extending
13
city
block,
the
underutilized
the
streetscape,
arcade
areas
for
but
not
usurping it
as in a mall.
create
street
new
In fact, the whole point was to
frontage,
not
to
take
existing
street
frontage and turn it inward away from the sidewalk.
If the traditional shopping arcade could provide an
opportunity
raised,
to
how
resolve
would
it
some
of
fit
into
the
urban planning
the
current
retailing, and could it be successful?
issues
trends
in
This is my central
question.
It is with the sense of change and experimentation
in the retailing industry that this thesis is being written.
The intent is to look at the shopping arcade and to see if
any valuable
reemerging
lessons
can be learned from this historic but
retailing
concept.
In
the
same
way
that
the
festival marketplace looked to the traditional market place
as its inspiration, I hope that upon closer examination, the
shopping
arcade
can
be
successfully
viable in today's economy -form than the
downtown
reinterpreted
to
be
and be a more appropriate urban
mall,
and more
easily executed
than
the festival market.
To
better
shopping arcade,
in
understand
the
next
the
chapter
current
I
status
look at
its
of
history
and at the social and economic reasons for its invention.
14
the
In
chapter
three,
existing
analyze
arcades
and
observations
addition,
arcade
I
examine
in
compare
the
the
Northeast.
these
cases
concept.
and
In
the
final
recommendations
status
In
to
can be made as to their
I review a couple of
conclusions
current
if
any
several
four,
I
useful
future viability.
In
attempts to use the
chapter,
to
arcade may be a suitable retailing scheme.
15
chapter
see
recent
as
of
I will
if,
and
present
my
where,
an
CHAPTER
THE
DEVELOPMENT
OF
TWO
A
BUILDING
TYPE
One of the first problems encountered in conducting
research
on
shopping
arcades
definition.
What
physical
characteristics
define
an
is
the
lack
layout
arcade?
of
or
a
clear
locational
And beyond
these,
are
there other, less tangible characteristics that define this
building type?
Although a precise
definition
is
difficult,
it's
sufficient to say that an arcade will contain many if not all
of the following characteristics.
1.
It connects two streets, acting as a short cut
between two destination
points
and giving a
sense of linearity, a passage.
2.
It is limited to pedestrian traffic.
3.
It
is
enclosed
by
a
continuous
skylight.
4.
It was constructed as a single project.
5.
It is centrally managed.
16
glazed
6.
It contains primarily small retailing spaces,
many as small as 500 sq. ft. or less.
7.
It contains no anchor stores.
8.
It has consistent architectural treatment with
similar
much
if not
identical
adherence to
storefronts
symmetry as the
and
site
as
will
allow.
9.
Usually the retail spaces are double loaded on
the circulation space, the upper level stores
accessed by a continuous balcony that is open
to the ground level circulation.
10.
Often
the
upper
floors
are
used
as
office
space.
LITERATURE
Another
the
history
of
difficulty
arcades
material on the subject.
is
SEARCH
one
the
encounters
scarcity
originally
1
1
of
comprehensive
The History of a
Unfortunately for my purposes,
published
in
researching
The one standout reference on the
subject is a book by Johann Geist, Arcades:
Building Type.
in
German,
concentrates
this work,
mostly
Geist, Johann Friedrich. Arcades: The History of a Building Type.
Cambridge: The MIT Press, 1985
17
on
European examples of the arcade, although some time is spent
on
the
Cleveland
Arcade
with passing references
to
a
few
other American examples.
Other books such as Shopping Arcades, A Gazeteer of
Extant
British
Arcades
1817-19392
by
Margret
MacKeith
concentrate solely on a particular country and are more of a
catalog of arcades with an eye towards preservation.
other
works
of
more
academic
translated into English.
in
French and German,
interest
have
Still
yet
to
be
Most logically these are published
two
countries
with large
extant
(and
demolished) examples of arcades.
Other books contain fleeting references to arcades
either as
a historical
footnote
exemplary
specimens
architect,
architectural
in
on
a building
connection
style,
or
the
above
with
as
a
a
place
type
or
as
particular
of
general
interest.
In
addition
numerous articles
background
2
to
sources,
I
examined
in the architectural press which provided
information,
relatively
recent
data
on
U.S.
MacKeith, Margret. Shopping Arcades, A Gazeteer of Extant British
Arcades 1817-1939. London: Mansell Publishing Limited, 1985
18
examples
(particularly
the
Providence
Arcade),
and
some
analysis on the current use of the arcade concept.
The
lack of
strong academic interest
in American
arcades as a historic building type is evident in that there
appears to be no comprehensive catalog or listing of these
buildings.
Although some of the finer examples of arcades
are listed on the National Register of Historic Places, there
is no means
to directly search the Register's database for
this building type, even though there are
90 odd codes
sorting
categories
and
stores,"
"restaurants,"
such
as
"specialty"
for
"department
"warehouses," and even "parking lots"
and "agricultural outbuildings."
The National Register was helpful
in providing a
listing of places with the word "arcade" in the name.
Some
of these are probably not arcades as previously defined -e.g.
the
"Arcade
and Attica
Railroad",
and
no
doubt
some
buildings that are arcades do not carry that nomenclature in
the
name
of
the
building,
thus
making
them
"invisible" to
this search criterion.
However, a bigger concern
substantial number of
Register
in
any
form.
is that
there may be a
shopping arcades that are
Some
19
fine
examples
not
may
on the
still
be
standing in
important
smaller towns
enough
by
and
the
local
nominated to the Register.
municipalities
intact.
greater
In
as
that
not
examples
is
authorities
Indeed,
are
larger cities the
property
considered
it is
most
historically
to
have
in these
likely
to
been
smaller
be
found
likelihood of demolition
constantly
being
is
redeveloped
to
repository
of
"higher" uses.
Because of
knowledge
on
information
societies,
U.
S.
lack of
arcades,
a central
some
of
the
most
useful
I found by calling state and local preservation
local architects,
knowledgeable
conducted
this
in
local
interviews
historians,
history and
whenever
and other persons
architecture.
possible
with
the
I then
current
owners or managers of the arcades.
It
is not the intent
of this thesis to create or
even attempt to create a comprehensive
shopping arcades in the U.S.
is
included in
listing of historic
(an admittedly incomplete
the appendix).
The purpose
list
is to examine a
few representative examples, to analyze their current success
as
retailing
entities,
and
to
judge
whether
the
arcade
concept can be successfully re-adapted to modern retailing.
20
HISTORY
The
spaces has
shopping
its
roots
arcade,
in
like
many
the Eastern
Bazaar took many forms --
enclosed
Bazaar.
The
retail
Eastern
from irregular streets lined with
shops, to elaborate covered archways lit by high openings cut
into the side of the archway or from above by occulea.
In
the
Islamic city the bazaar was a carefully controlled area
and
was
the
only
interiors were
place
retail
trade
was
allowed.
The
strictly organized architecturally, and the
retail spaces were divided into different areas according to
the merchandise sold
-
Although
fabrics, jewelry, metal working, etc.
there
are
some
striking
physical
similarities between arcades and bazaars, no direct linkage
can be established between the two, and Geist suggests that
any
influence
nature
through
would
probably
travelogues
that
have
were
been
of
a
popular
at
secondhand
the time.
3
Likewise, the precedence of early Greek, Roman, and Medieval
forms such as the stoa,
forum, or basilica church had their
influence in a stylistic rather than prototypical fashion.
Whatever their
roots,
the
first
shopping arcades
were an essentially new building type, and entirely products
3
Geist, pg 4
21
of their era.
Although
some
references date
the
shopping
arcade from as early as 1731,4 the first identifiable arcade
was the Galeries de Bois built in Paris between 1786 and 1788
and
demolished
construction
rent
in
1828.
Originally
scheme to extend the
revenues
for
the
owner,
part
of
Palais Royal
the
arcade
was
a
grand
to increase
built
as
a
temporary wood structure when money ran out part way through
the construction of the more permanent masonry structure.
By
all accounts, the building was an inauspicious start to what
later
became
leaked, it
a highly
developed building
was poorly
lit
form.
and ventilated,
The
lacked
roof
adequate
sanitation, and was
inhabited and frequented by a pressing
mass
In
of humanity.
its narrow
stalls
and those
of the
Palais Royal were sold books, novelties, jewelry, clothes and
all
sorts
of
assorted
merchandise.
It
also
contained
restaurants, cafes, gambling halls, and brothels. 5
The
Palais
and
the
Galleries
de
Bois
were
the
gathering place of the newly emancipated society immediately
following the French Revolution.
Here met and promenaded the
former nobility, the bourgeoisie, the working class, and even
the more dubious elements of society.
4 Curl, James Stevens. English Architecture, An Illustrated Glossary.
London: David and Charles, 1977, pg 16
5 Geist, pg 458
22
Despite its humble physical structure, this arcade
was a great commercial success, and it was copied with more
formal architectural expression during the next
few decades
in Paris, and subsequently in other countries.
But what were the
elements that
led to the
great
success of the first arcade and its immediate successors?
To
understand this,
in
one must look at the status of city life
Paris at the end of the 18th century.
At this time the streets of Paris were poorly paved
with a drainage
gutter down
the center.
During heavy
rain
the streets became muddy streams creating a difficult problem
for the wealthier Parisians dressed in their finery.
fast
horse
drawn
transportation
of
carriages
were
the well-to-do,
the
popular
creating
with pedestrians on thoroughfares that
a
Also,
form
dangerous
of
mix
were largely without
sidewalks.6
During this time the rise of mercantilism and the
production
of
an
abundance
of
manufactured
luxury
goods
way of marketing
these
created
a need for a more
goods.
Every day became market day and soon shopping became
6
Mumford, Lewis. The City in
World, 1961, pg 370
efficient
History. New York: Harcourt, Brace &
23
a
pastime,
arcade
not
just
a
7
of
the
gave a new and exciting way of displaying goods
and
controlling
the
Eventually
environment
these
development of
necessity.
same
in
needs
the department
The
invention
which
would
store,
they
give
were
rise
usurping
sold.
to
some of
the
the
arcade's uniqueness.
After
the
were confiscated
to private
Revolution,
large
from the church
developers.
This
of urban
land
and nobility and then
sold
had the
tracts
effect
of opening up
inner city properties to speculative development of which the
arcade was a prime candidate.
Also at this
time, with the
rise of a prosperous
middle class and the general opening up of society, there was
a
great
could
need
for more
promenade
public
safely
and
in
spaces
where
a more
the
genteel
bourgeoisie
environment.
The arcade was a place to see and be seen.
The culmination of these needs,
success
of
the
speculative
beginnings
Galleries
developers
at
the
Palais
de
to
take
Royal
heights in subsequent arcades.
7
Bois
Ibid, pg 435
24
created
the
to
and the
a
rather
elaborate
financial
climate
for
primitive
and
ornate
Geist divides the development
of the arcade
into
to
this
six stages. 8
The
Period
of
Invention:
period only nine were built and
one
in
Brussels.
up
1820.
two in London,
These
were
In
six in Paris,
comparatively
modest
structures of narrow width and poorly lit.
The
Period
of
Fashion:
1820-1840.
After
a
hiatus of ten years in Paris due to economic conditions, the
arcade was once again the subject of private speculation.
this period the arcade was
afforded by
lighting.
larger
the
In
refined and better lighting was
incorporation of
larger
skylights
and
gas
Also the increased use of iron construction led to
spans
and
greater
flexibility
in
architectural
expression.
The
Expanded
Dimension:
1840-1860.
By
this
time private arcades were falling out of fashion in Paris and
London.
arcades
It was during this time however that the fashion of
had begun to
spread to second
continent.
8
Geist,
pg 67-81
25
order
cities on
the
Phase:
The Monumental
typified by the most
Emanuele
II
arcade,
famous
is
Galleria Vittorio
the
grew to monumental
Here the arcade
in Milan.
This period
1860-1880
proportions and was transformed from a private endeavor into
a public building form with a political agenda.
for
its
construction
King Emanuele II.
local
competing
was the
reunification
of
Italy under
This arcade was much admired and copied by
cities
and by
other
"foreign"
were influenced by the arcade's publication in
This
The reason
cities
that
The Builder.9
influence was strongly felt in England where an arcade
building boom was created in the newly developing urban areas
of
industrial
towns,
a
boom
that
would
last
through
the
Victoria era.
The
Imitation:
Movement
toward
1880-1900.
fascination with
This
gigantic
large
that
it became
including
by
the
At this
in Moscow were the largest
idea of having to
and
characterized
the Eiffel tower.
complex measuring over 800 feet long.
from the
was
public buildings,
tallest structure in the world time the New Trade Halls
era
Giganticism
arcade
This arcade broke away
connect two
a destination point
spaces
in
and was
itself.
so
Also
built during this time was the Cleveland Arcade - the largest
arcade in the Anglo-American countries.
9 As referenced in Geist, pg 75
26
Decline
of
the
Spatial
Idea:
1900.
After
After the turn of the century, new ideas about urban planning
came
into
popularity.
encouraged
parks
the
and more
New
opening
open
enclosed structure
up
ideas
of
public
on
health
cities
with
spaces.
The
did not fit
and
introduction
arcade
into this ideal.
with
of
its
Also,
the introduction of better public transportation,
the city center became less
welfare
with
eventually
important as the suburbanization
process began in earnest.
It
is
important
to
review
some
impetuses for the creation of the arcade.
it was
It
and
a refuge
of
the
original
First and foremost
from crowded, dirty and dangerous
streets.
created a new kind of retailing with unified store fronts
placed
consumer
goods
revolution,
provided
traffic
under
for
that
and
short
single
were
the
rise
cuts
for
the
management
the
of
the
fruits
of
They
and
also
increase
the
mercantilism.
pedestrians
merchants.
vast
in
industrial
Arcades
also
increased
foot
opened
up
the
underutilized interiors of city blocks, putting the land to a
higher and more profitable use for the landlord.
Along with these social and economic reasons, were technical
advances that enabled the arcade to come to its full glory --
27
the advances in glazing technology and the introduction of
The marrying of lightweight and
iron structural systems.
(pioneered in the conservatory at
inexpensive sheet glass
Chatsworth, Derbyshire 1836-40) to relatively cheap wrought
iron, produced spectacular results as seen in the skylights
that were used not only in arcades but also markets,
exhibition halls, and train stations. 10
Later,
arcade
became
the
original
when
obscured
it
building
thought
type
and
was
given to the
became
built
in
a
became
building and a source of civic pride.
evident after the arcade
rationale
economic
for
publicly
the
funded
This is particularly
a much admired
smaller
cities
and copied
with
less
retailing feasibility of the project.
Further erosion of its original practicality
arcade theme was adapted for use
in the
came when the
lobbies of offices
and hotels, and as public spaces in municipal buildings.
Historically, arcades were an attempt to find a new
structure
with great
for a new need,
and they were
specificity of purpose.
designed and built
Mumford argues that
it
was this "functional exactitude", or lack of flexibility and
10 Fletcher, Banister,Sir. Sir Banister Fletcher's A History of
Architecture. London: Butterworths, 19th Edition 1987, pg 836
28
convertibility
of
the
space
that
was
the
cause
for
the
decline of this building type.1 1
However, this deficiency as seen through Mumford's
eyes,
may have
success.
They
also
been the
were
the
product, for the right time.
right
for their phenomenal
building,
for
the
right
Can things have changed so much
in the ensuing decades?
11
reason
Mumford, pg 438-439
29
CHAPTER
CASE
THREE
STUDIES
In this chapter I present five case studies which
provide
a
good
cross
United States.
section
of
They represent
existing
arcades
arcades
in
the
spanning 100 years,
from small towns to large cities, and from the modest to the
grand.
For the arcades
have provided
in the
additional
less well
background
on
known
the
locales,
development
I
of
their host cities in order to more thoroughly understand the
rationale
for
their
construction
and
the
circumstances
affecting their retailing history.
THE
ARCADE
BUILDING:
BROOKLINE,
The
Arcade
Building
is
MA
located
in
Massachusetts, a city of approximately 55,000.
contiguous
metropolitan
with
Boston
area.
and
is
Brookline
was
part
a
of
began
the migration
further west.
class
Boston
of
many of these
Currently Brookline is
"suburb",
although
30
its
greater
near-town
After the war
families
to
suburbs
still an upper middle
increasingly
urban professionals and young families.
Brookline is
fashionable
suburb for prosperous families up until WWII.
Brookline
comprised
of
The Arcade Building is located on Harvard Street in
a busy retail area known as Coolidge Corner.
is
comprised of predominantly
buildings
although
been
built
the
first
to two
half
since this period, numerous
added.
directly
during
one
All the
onto
the
buildings
have
story
of
commercial
this
century,
infill buildings have
storefronts
On-street
street.
Coolidge Corner
parallel
that
open
parking
is
provided as well as additional municipal parking behind some
stores.
The
commercial
arcade
is
development
street, Beacon.
located
away
from
near
the
the
main
end
of
this
intersecting
This intersection provides easy access from
a public transportation line.
Construction
completed
in
developer.
1927
The
of
for
cast
the
the
two
owner,
stone
facade
story
building
J. J. Johnston,
was
designed
in
was
a local
a 20th
century Commercial Gothic style
and consists of
with two store
side of the central arcade
entrance.
fronts on either
A marquis was
five bays,
added over the center bay later in
1927 and the street-side storefronts were altered in 1958.
Measuring
80'
building is a substantial
in
width
and
150'
in
depth,
the
structure in comparison to others
31
in the immediate area.
one story entrance
stores),
After entering the narrow, 30' long,
(the approximate depth of the street-side
the arcade widens out, to a width of 20-25'.
Here,
six bay-windowed stores line each side of the now two story
space, with 22 office spaces accessed on the upper floor by a
continuous balcony on all
sides.
Originally designed on a
cul-de-sac plan with an unenclosed entrance, glass doors were
installed in 1944 or 45 and a rear entrance was added in the
early
50's
-
when
the
city
demolished
the
abutting
residential properties at the rear to provide parking for the
area.
system.
The
central
The
interior
skylight consists
skylight
is
of
of a double
a
flat,
glazed
wood beamed
design with white translucent panels while the outer skylight
is a more common gabled structure.
The
current
building since 1943.
leased to small
the
rear
traffic,
owner
owned
tenants providing mainly
and
although
and
managed
the
Since that time the building has been
surrounding community.
entrance
has
Apparently,
parking
lot
additional
greatly
public
local services
the
32
addition of the
increased
walkways
access between the parking and Harvard Street.
to
also
through
provide
The current first floor interior tenants consist of
two
consignment
stores,
shoe
repair,
alteration
shop,
jewelry, VCR and typewriter repair stores, clothing, coins, a
manicure
front
salon,
shops
and
are
a
a
zipper
comic
"hospital".
book. stand,
The
four
clothing
picture framer, and a one-hour photo processor.
offices
consist mainly
of a few real estate
street
boutique,
The upstairs
agents,
a hair
styling salon, a masseuse, insurance offices, a psychologist,
a hypnotist, and the owner's property management offices.
According
to
the
owner,
the
arcade
has
traditionally had a low vacancy rate with the exception of
the late 80's when Boston's economy started to decline.
The
rents were adjusted to their current rates and the building
is now near capacity.
The current gross lease rates per square foot/year
range
from $50
sq.ft.),
300
sq.ft.),
for the
street
to $30 for the first
to
$14-$15
front
spaces
(less than
floor retail spaces
for the upstair
offices
800
(less than
(about
200
sq.ft.).
The Arcade Building, although quiet at the times I
visited, appears to be doing reasonably well despite the poor
economic conditions in the Northeast.
33
The building provides
needed retail space for small businesses.
Such small spaces
are not easily found in prosperous commercial areas and when
well located, can command a modest premium on a square foot
basis.
In this instance, the rents seem to bear this out.
THE
ARCADE:
The Arcade
of New England's
metro area),
the
and
RI
is located in downtown Providence, one
larger
cities
at
154,000
(900,000
and the capital of Rhode Island.
industrial,
state,
PROVIDENCE,
one
commercial,
of the
jewelry-making
and
world's
cities.
education
Providence is
center
leading textile
Recently,
the
for the
of
the
and costume
city
has
been
particularly hard hit by the poor economic conditions in New
England, and downtown retail has suffered accordingly.
Built in 1829 at a cost of $140,000, The Arcade was
the first indoor marketplace constructed in the United States
and is considered one of the finest examples of Greek Revival
architecture
fronts
on
in
two
the country.
retail
It is a true arcade
streets,
Weybosset
and
in
that it
Westminster,
providing a shortcut passage between the two.
The
groups
and
construction
each
end
of
was
the
34
financed
arcade
by
two
reflects
a
separate
slightly
approach
different
carries
front
entrances,
weighing
the
more
the
while
pediment
to
15
typical
use
six
tons
a
in
the
columns
monolithic
each
Greek
triangular
which
at
U.S.
Revival
stepped.
is
22
granite columns
piece,
One
architect.
group's
pediment
other's
however,
12
by
taken
were
the
Both
feet
largest
the
time
high,
of
their
construction.
Despite the two distinct entrances, the interior is
consistent
levels
in its
high,
with
The Arcade is
and design.
layout
each
succeeding
level
stepping
three
back,
providing continuous balcony access and abundant day-lighting
from the continuous wood-structured skylight.
vertical
circulation
was
at
provided
stacked, straight run stairs
each
The
original
entrance
by
two
running parallel to the street
and immediately behind the columns --
but before entering the
arcade proper.
As
some
the
settling
vertical
the
undulation
displacement
changes
in
oldest
of the
were
arcade
in
foundations,
of
the
easily
1957
when
has
had
in
the
the
horizontal
More
intentional
the
By the late 70's,
physical and financial prospects were in doubt.
35
it
observable
and
ridge beam.
in
storefronts were replaced.
country,
handrails
skylight
effected
the
first
level
the arcade's
Historic
comprehensive
a
But
Register building was
of
renovation
the
embarked upon to revitalize
the building and was finally completed in 1980.
the
complete
changes
general
National
included replacing the 1957
major
interior,
the
of
refurbishing
Apart from
storefronts with glazed
folding doors to open up the retail spaces directly onto the
passageway. Also,
the central three bays on
each side were
recessed to provide a seating area, and a new central stair
and
structural
open
were
installed.
glazing
system was
elevator
entrances
for
environment
new
"mullion-less"
installed at
the previously
a
Also
and
security
control.
The
original stair cases are now outside of this glazing.
The Arcade is 13 bays long, including the reworked
The typical bay or storefront has 437
central three bays.
leasable
ft.,
sq.
larger spaces.
although
they
The total net
may be
to
combined
form
leasable area for the entire
building is approximately 30,000 sq.ft.
Currently, The Arcade's
Chinese
food
restaurant,
a small bar, and several upscale
(non-franchised)
food court.
first floor tenants are a
establishments
--
creating
a
fastlinear
The buildings peak hours are between 11 am and
2:30 pm, although the stores are required to be open from 10
36
The current clientele
am to 6 pm Monday through Saturday.
is
hour
lunch
during
and
level
lower
the
appreciates
management
present
The
professional.
clerical
mainly
importance of the building as a thoroughfare and accordingly
security doors of the arcade open from 6 am to 10
keeps the
pm.
The
and
shops
largely
boutiques,
clothing
office
while
Currently the
space.
small
specialty
upper
level
mostly
floor contains
second
the
level
third
is
is
only
about 60% occupied, the second level about 80%, and the first
100%
level
Overall occupancy is approximately 72%.
leased.
Up until a few years ago a restaurant
upper
of the
moved
since
floors but has
occupied a large area
out
and not been
replaced.
The Arcade is the most successful of the historical
arcades
I studied and can be
though
even
the
upper
considered a moderate success
floors
have
projections of the latest renovation.
heavy during lunch time.
life
in
recession,
have
made it
hours
of the tenants
--
met
the
proforma
The traffic is quite
The lack of viable evening retail
Providence,
downtown
night
and
not
difficult
coupled
to extend the
well as making
as
fully lease the upper floors.
37
with
the
retailing
it difficult to
ARCADE:
PADDOCK
NY
WATERTOWN,
Watertown is a small town in north-central New York
state, about 30 miles from the Canadian boarder and 10 miles
from Lake Ontario.
The present city population numbers just
under 30,000, while the area population is just over 110,000.
Paddock
The
operated arcade in the country --
continuously
oldest
the
is
Arcade
the older Providence arcade
having been closed for renovations
on at
least
a couple of
occasions.
The Paddock
built
Arcade
is part
of
a
larger
building
for Loveland Paddock, a prosperous local merchant and
banker.
Construction for the building began in 1850 and was
in
completed
business
block
building(s)
square.
1851.
face
Located on
destroyed
in
a
directly onto
the
fire
site of
in
the west
a three
1849,
the
side of the
story
Paddock
public
The arcade proper was actually built behind the new
four-storey brick edifice fronting this square.
The arcade's
entrance went through this building before opening on to the
skylit three story arcade behind, which eventually connected
to the one block long Arcade Street in the rear.
38
Apparently Mr. Paddock had been to New York City
and
seen
a
picture
of
grand
a
Paris
arcade.
so
was
He
enamored with the idea that when he returned to Watertown he
the town
determineed to provide
was
building the
arcade
for the
sum of
with
its
$15,000,
own version,
a substantial
investment at the time.'
The
1850's
were
a prosperous
in
with the railroad coming to town
time
for Watertown,
'51, and unprecedented
construction of new buildings to replace those destroyed in
the
1849
fires.
and subsequent
As
one visitor
put
"I
it,
unhesitantly pronounce this the most flourishing place in the
Empire State." 2
Watertown was
first renowned for its abundance of
water power, with the Black River falling 112 feet within the
town,
providing
power
Later manufacturing
of
for
wool,
cotton
steam engines,
foundries took importance.
and, paper
tanneries,
mills.
and
iron
By 1850 the population was 7,201.
In 1869 F. W. Woolworth began his retailing career
in a store in the northern part of the Paddock Building.
1
Lennon, Howard A., Ed. Bulletin of the Jefferson County Historical
Society. Vol. 7, No. 3, July 1966, pg 11
2
Landon, Harry F. 150 Years of Watertown History. Watertown NY: The
Watertown Daily Times, 1950, pg 27
39
In
this
1921,
section
northern
the
of
building
the
fronting
public square was demolished to make room for the six story
Woolworth
Building -
although the
and the
arcade
southern
section of the building were left standing. 3
The glazed portion of the arcade is
15'
wide
entrance
and
130'
long,
the
through
not
including
street-side
the
approximately
The
building.
75'
narrower
interior
skylit arcade facades are three and a half stories high - the
The
roof sloping down to two stories at the exterior walls.
southern half of this third floor has
direct
light
into
upper
the
residential purposes,
level.
this upper
floor
roof dormers allowing
Originally
was
for
used
closed off
from
the lower floors when a glazed "ceiling" was installed in the
vaulted space
in
1922-23,
lowering the arcade
space
to two
stories.
Probably at this time, the original gabled skylight
was also changed to its present gambrel design.
The third
floor is currently not used and has been abandoned for some
time.
3
The National Register incorrectly identifies the southern half of the
building as being demolished.
However, since the Woolworth building
stands on the northern side of the Paddock Building, it stands to reason
that it was this side that was demolished. Historic drawings and
personal observation confirm this.
40
When the arcade first opened, it was considered the
most elaborate and spacious in the state and was likened to a
it,
As one historian put
small city.
farmers
came to town
perhaps
lights on an evening,
and "marvelled at the new gas
visited Lynde & Munsell's new dry goods
store or had their
shop.
Here were located
at James Weston's barber
hair cut
the post office, the new telegraph office and C.P. Weston's
daguerrean
[photographic]
There were ten stores
gallery.
besides the post office and a saloon, on the first floor..."4
Currently
the
Paddock
floor's
The first
prosperous state.
is
Arcade
in
less
a
11 or so retail spaces
(totalling 12,000 GLA 5 ) are about 50% vacant on a square foot
Likewise the balcony level, although largely used as
basis.
office space, is a similarly vacant.
The third floor, as all
ready mentioned, is abandoned.
first floor's occupants are a caramel popcorn
The
store,
a
sandwich
beauty
tailor,
shop,
art
shoe
salon,
gallery,
shine
A
completes
the uses on this
4
5
dance
stand
center.
level
Landon, pg 27.
GLA - Gross Leasable Area
41
musical
in
instrument
academy,
the
The
and
store,
day
circulation
care
space
second floor tenants
include three beauty/hair cutting salons, a typewriter store,
a newsletter publisher, and miscellaneous offices.
The
current
owner/manager
1988 when
miles
town on
out of
mall
a regional
opened two
Although only a
81.
Interstate
property
The arcade was
along with the Woolworth Building in 1985.
fully occupied until
the
acquired
few
merchants moved from downtown to the mall, the loss of retail
traffic has caused several closings and a gradual decline in
Most of the
retail business.
downtown
stores closed or moved to the mall --
The
short
to
cut
entrance to the
rear
J.
on
Penneys
C.
downtown casualties).
now only one remains.
once provided a
arcade
Arcade
Street
street
Arcade
Now,
downtown department
is
(one
of
the
inhabited by a
few modern institutional and municipal buildings, the service
entries
of
the
buildings
vacant storefronts --
The
fronting
the
and
square,
present
envisioned
owner has
renovating
in
general,
and
"ceiling"
second and third levels and installing a glass-
enclosed elevator
shoppers.
few
and is bereft of any retail activity.
enlarging the arcade, including removing the glass
between the
a
in an
effort
to attract
new tenants
and
However, until downtown retailing is revitalized
it
is
doubtful
that
42
these
efforts
alone
will
prove sufficient to attract the desired clientele to make the
changes economically feasible.
POST
OFFICE
ARCADE:
BRIDGEPORT,
CN
Bridgeport is a city of some 150,000 residents and
is
situated
halfway
approximately
Connecticut,
New
between
60
Haven
Stamford
and
of
miles. Northeast
New
York
city.
Located on a harbor, Bridgeport was a trading port
that shipped grain and livestock to Boston and New York in
the
first
half
of
the
18th
century,
and
also
traded
extensively with the West Indies.
Incorporated in 1836 as
by this time Bridgeport had its
Connecticut's fifth city,
own fleet of whaling ships,
had developed as an industrial center, and was the terminus
for the Housatonic railway that connected it with Albany NY.
The
second
half
of
the
19th
century
saw
major
development as an industrial center, including becoming the
national
WWI,
center
Bridgeport
of the sewing machine
was
known
as
the
industry.
"Industrial
Connecticut" and even the "Ruhr of America".
43
Prior to
Capital
of
By the end of
the
war,
and
an
Bridgeport
was
estimated
half
in the
city --
produced
the
called
used
ammunition
all
of
along
of
"Arsenal
with other
city's population swelled by 60,000 to
Democracy",
in
WWI
armaments.
175,000
was
The
during this
time to provide the manpower for the armament factories.
The period between the wars saw little growth, and
even a return to armament production during WWII did little
to insure development in the second post-war period.
By the 1960's, Bridgeport's downtown had eroded as
the
center
outlying
for
commerce
suburban areas.
retailing
as
most
At
this time,
was
ceded
to
like many blighted
urban centers, the city embarked on a dramatic Urban Renewal
Program that razed over 52 acres of the downtown in addition
Located on Main Street
to nearby residential neighborhoods.
in
the
heart
of
downtown,
the
Post
Office
Arcade
somehow
escaped the wrecker's ball, although, according to at least
one
revitalization plan,
its
site
was
slated to become an
open pedestrian mall. 6
From a plan prepared by Victor Gruen Architect, F.A.I.A., for the
City of Bridgeport Connecticut, titled Bridgeport, General Plan for the
Central Business District. Undated, but believed to have been received
by MIT Libraries in 1970.
6
44
7,
According to 19th century newspaper articles
the
arcade opened in February 1890, and was owned by William D.
Bishop
(and subsequently
on the
site
hotel
of
sons,
Jr and A.
William D.
structure
built
in
1835
H.)
original
The
the original Sterling Hotel.
a wood
was
his
and was
greatly
altered in 1854 when a new, brick Sterling Hotel was built in
front of the old structure, directly on Main Street.
William. D. Bishop purchased the hotel in 1879, and
by 1886 was making plans to convert the Bishop Block
known),
had become
the
ground
floor,
to a
project
"mixed use"
offices
on
second,
the
(as it
on
with retail
and
apartments
above.
In
1889,
plans
were
announced
to a new
passageway through the Bishop Block
built
to
create
arcade
a
to be
on vacant land behind, and abutting the site for the
proposed Post Office and Custom House.
The
contracted price was
reported to be close to
$100,000, and included the 20' by 100' entrance through the
Bishop Block, a 30' by 90'
a 125'
two story arcade under glass, and
one story glazed extension, with
shops on the South
7 The historical data in the subsequent paragraphs was obtained from
numerous contemporary articles from the Bridgeport Standard. See
Bibliography for dates.
45
side and a brick wall on the North.
The total length was to
be 320' and the last section was to open onto the site of the
proposed Post Office.
single story section
Whether the last
was ever constructed is not clear as no mention of it is made
in subsequent newspaper articles and it does not exist today.
The arcade opened on a late Saturday afternoon to
A reported crowd in excess of 10,000
great popular acclaim.
visited during the evening, and at one point the band had to
quit playing in attempts to disperse the over-capacity crowd.
The arcade was 100% pre-leased weeks before opening
and
the
merchandise
services
and
offered
included,
men's
clothes, jewelry, photography, hair dressing, shoes, carpets,
and
dressmaking.
out
Rounding
the
were
stores
several
artists, a broker, a dentist , and a lunch room.
The Post Office Arcade was an immediate success and
one
it
proclaimed
article
as
"one
of
the
commendable
improvements to the street and the city."
Even
more popular
in
the
1912,
every year.
include a news/magazine
arcade was
New
said
establishments
to be
at
growing
this
time
store, a greeting card shop, Singer
46
a National Cash
instruments,
store, musical
Sewing machine
Register store, and a F. W. Woolworth 5 & 10t store. 8
As it now stands, the first floor storefronts have
the
into
feet
three
floor's
and moved forward approximately
space,
circulation
story
two
original
bottom half of the
upper
50's)
(in the
been altered
obliterating
window
original cantilevered bay
The
columns.
iron
the
storefronts
appear mostly intact, as do the remainder of the iron columns
and
their
appears
capitals.
The
skylight
also
doesn't
agree
with the
design
original
depicted
in
an
although
it
original
tenant's
advertisement.
skylight
is
as having a flattened ovoid section with
shown
curved glass
ridge.
and
gabled
cupola
9
In the advertisement the
length of
the
running
the
Today the skylight springs vertically with four foot
clerestory
flat
segmented, glazing
discrepancies
before
glazing
high
are
transitioning
the
to
sloped,
Whether these
(currently painted).
due
into
advertisement
using
a
preconstruction rendering showing an unbuilt scheme, are the
result of
must
have
cost-cutting
been
during construction
expensive),
or
are
the
result
post-construction alteration is not clear.
8
(curved glazing
of
an
early
In any event the
"Arcade Thriving Business Center", Bridgeport Post. August 23 1912,
Bridgeport Public Library, Historical Collection
9 Palmquist, David W. Bridgeport, A Pictorial History. Norfolk/Virginia
Beach: The Donning Company, 1985, pg 54
47
apart
skylight,
from
glass,
painted
its
is
a
in
style
consistent with the period of original construction.
Today the downtown retail area, although relatively
active, consists mostly of low-end retail establishments and
The majority of the stores are
a few fast-food franchises.
ethnically oriented to appeal to the racially mixed downtown
Some
shoppers.
stores
have
the
Post
merchandise
on
stands
the
sidewalks.
Currently
mostly
Of the currently configured 14 spaces on the ground
vacant.
six
floor, only
upper
stands
Arcade
Office
are
leased,
for
about
is completely vacant.
floor
hair/beauty salons,
a jeweler,
40%
occupancy.
The tenants
The
include two
two clothing stores,
a shoe
repair store, and a shoeshine stand in the passageway.
in
The arcade was "renovated"
and
and
clean,
colors
intact.
--
carefully
although the
painted
50's
store
in
the 80's and is
historically
fronts
have
neat
correct
been
left
The rear entrance to the arcade leads directly to a
presentable
alley
that
runs
in
direct
line
with
the
passageway for 75 yards to Broad Street, which is parallel to
Main Street.
48
On the
wall
(the
parallel
lower
of
floor
otherwise vacant
boarded-up or
consists
side
other
the
with
building),
multi-storey
while
parking,
car
a
a blank brick
is
south side of the alley
of
that eventually
storefronts
The far
wrap around to leased retail space on Broad Street.
side of Broad Street, facing the alley, has a small block of
Walk-through traffic
office buildings.
restored brick
is
apparent if not profuse, as there is- little viable retail on
this street.
In
effort
to
general,
re-establish
the
made
have
the
although
arcade,
retail of the area and the back
to
appear
owners
the
an
low-end
seem to have
alley do not
been conducive to their desired ends.
PARK
The
SQUARE
Park
Square
MA
BOSTON,
BUILDING:
Building
in
Boston
is
located
between the historic Back Bay district and Park Square.
time
of
its
building
in
Boston
the
construction,
with
a
it
total
was
of
largest
the
445,000
sq.
At
office
ft.
of
leasable space, including its ground floor arcade. The 600' X
75' building occupies an entire narrow block.
bounded by Arlington
and Berkeley
west respectively, and St.
Streets
on
The block is
the
east and
James Avenue on the main southern
49
service side of
rear,
facade, with Providence Street on the
the building.
The
the
in
runs
arcade
connecting Arlington
direction,
longitudinal
streets,
Berkeley
and
east-west
and
The main entrance
contains 33,800 sq. ft. of leasable space.
to the 10 floors of offices above is on the south side of the
A
building.
large lobby with
security desk
is immediately
The columned lobby bisects the arcade
inside this entrance.
in the north-south direction with the elevator bank
on the
far, northern side of the arcade
Because
of
the
office
block
wide, one story arcade is not skylit.
above,
the
10
foot
Its ceiling, however
is coffered and decorated with gold trim.
The floor is paved
in beige marble and edged by a black marble "baseboard", and
the storefronts are trimmed by gold painted mullions.
The
600' arcade is by far the longest of those analyzed and has a
subtle
bend
in
the
middle
to
follow
the
block
geometry.
Although both entrances of the arcade are enclosed by doors,
pedestrian traffic, once inside
the central lobby.
the
arcade
have
flows uninterrupted through
The retail spaces on the southern side of
street
frontage
although entrances are not provided.
50
with
display
windows,
The
1922-23, and thus was a slight predecessor to the
in
built
1982,
until
the
owner
arcade
Brookline
up
Interestingly,
smaller Brookline Arcade Building.
much
structure was
story Commercial Gothic
eleven
and
owned
also
According to him, the office block
operated this building.
once housed the local offices of General Motors, after which
installed on the
small private screening theater was
leasing brochures
Original
"U"
central
lobby, opening on the
of
the
providing
Before
configuration
building was
separate
completion,
be
located
however,
the
600'
planned
entrances
for
both
with
shallow
not
on
space.
location for the
In
1978,
show the
ends,
St.
for
smaller
end,
suitable
and
in
with
facade.
a single
a tenant of
southern
arcade
along
James
the
extended through to Berkeley Street.
first
ground
It also held several foreign consulates.
floor.
end
for which a
several cinema distributors
it was occupied by
the
lease
a
the
Each
space
elevations.
size
could
arcade
was
The other end was the
Shawmut Bank which leased the entire
however,
the
bank
reduced
its
space
requirements and the arcade was finally extended full length
to Arlington Street --
albeit with an awkward jog around the
bank's staircase leading into the basement vault.
Since the late 80's, with the over-supply of office
space
Boston,
in
the
has
building
rates which eventually placed it
vacancy
high
witnessed
(it was taken
into default
over by the mortgagee, Mutual Benefit Life of NJ in November
The high office vacancy
1990).
on the service
affect
rates have
also had their
is
The arcade
retail tenants below.
currently about 65% occupied.
The present arcade tenants
institutions,
framing
cafes,
two
store,
several
include three financial
repair,
shoe
copy
clothes boutiques,
jewelry,
shop,
and a
florist
in
the lobby.
The
owners
current
have
started
a
general
refurbishment effort for the entire building and have begun
correcting deferred maintenance items.
As part of their new
marketing plan they are trying to re-lease the arcade spaces
to slightly more upscale
new
owners
understand
service
the
oriented businesses.
importance
of
a
fully,
The
and
appropriately, tenanted arcade for their leasing efforts
the office
vacant.
have
space,
of which
As an enticement,
been
lowered
to
approximately
200,000
sq.
ft.
for
is
the current retail leasing rates
between
$19
and
$25,
but
with
percentage rent clause to enhance the upside for the owner.
52
a
Apart
arcade
also
from
supplies
office buildings.
to two adjacent
block,
catering
needed
to
in-house
services
customers,
the
for
the
surrounding
However, because the arcade runs parallel
streets,
bisecting
the
narrow
side
of
the
it provides no real advantage for casual pedestrians
to cut through, except in inclement weather.
Also, although
the arcade connects the two streets, it does not connect any
particular pedestrian destination points --
retail traffic in
the area is light, and correspondingly, so is through-traffic
in the arcade.
53
CHAPTER
CASE
FOUR
ANALYSIS
Unfortunately, one thing stands out when reviewing
the case studies
are all
less
successful
York
least
and
not
of as
not
three
more
elaborate
examples,
the
in Rhode Island along with the those
Connecticut,
contemporary
believe so.
This was
retailing ventures.
as
The
case.
the
aforementioned one
New
they
(with the possible exception of Providence) currently
than
always
presented in the previous chapter --
opened with
newspaper
great
accounts
success
would
lead
in
--
at
us
to
I can only assume that the other two, although
seminal
importance
to the
cities
in
which they
opened (and thus not the subject of lavish chronicling in the
local press),
also opened to at least a modicum of success.
The 19th century examples were certainly considered
great
architectural and even social innovations, opening to
critical
as
well
European
predecessors,
as
popular
they
acclaim.
were
Similarly to
eagerly
sought
their
out
by
shoppers and sightseers alike, especially those who wanted to
experience the pleasures of the "Big City" --
54
in what were at
best second or third tier cities
(and in one case a town of
only 7,000).
Whether the arcades were financially profitable for
their owners, however, is another question.
cents
profitability
of
these
endeavors
looking
by
at
was
construction
the
obviously
not
One can get one indication
recorded in any public accounts.
however
The dollars and
costs
of
the
Bridgeport arcade.
The Post Office arcade, at a hard cost of $100,000
(not
land
including
investment
or
for the day.
extraordinarily high to
addition,
the
Watertown
built by wealthy
represented
financing),
Rents
sizeable
would have had to have been
justify this kind of
and
a
Bridgeport
expense.
arcades
were
They may have wanted
to make a statement about themselves or their towns -were
both
(and prominent) local citizens who may have
had more than just profit as a motive.
buildings
In
viewed
upon
their
amenities, and would have brought
completion
considerable
as
both
public
prestige to
their owners.
If these arcades were so popular when they opened,
what then are the reasons for their poor acceptance today can it be simply that taste and fashion have passed them by?
55
however,
importance,
Mumford
that the prime
areas have
retailing
In some respect they may be the victims of
passed them by.
what
is
Of more
is yes.
answer
To a certain degree the
termed
exactitude".
"functional
their
This
building type was designed for a very specific purpose, and
most
unlike
converted
efficiently
use.
adaptability,
arcades
totality
storefronts),
few
to
seem
to
a
(with
residential,
this
because
of
have
either
few
readily
not
are
office,
Perhaps
institutional
relative
they
buildings,
other
lack
survived
such
modifications
we
see
today
tend
be
"frozen
or
of
in
as
Thus the
or have been torn down completely.
examples
or
in
time",
reflecting a locational use that has long since moved on.
It seems unreasonable to expect buildings that have
160 years to still be
remained virtually unchanged in 60 to
viable
for their
located,
given
original use, much
the dramatic
shifts
less
in
be
appropriately
demographics
in the
intervening years.
Another problem most
of these
poor siting within their given locales.
arcades
exhibit is
One of the original
rationales for building an arcade was to create a pedestrian
56
shortcut between two heavy
retailing streets that could be
capitalized on for mercantile purposes.
fundamental
This
or
forgotten,
more
seems
requirement
fully
not
likely,
been
have
to
by
understood
the
Granted, the shifting of retailing areas over the
builders.
years may prejudice what we see today, but its unlikely that
one
a narrow
block back
street,
in
the
case
of Watertown,
would have ever been a major shopping area at any time in the
In
past.
the
case
Brookline,
of
was
it
only
serendipitous action of adding parking in the
to it being a pass-through of any kind -years
after
it
was
city's
rear that led
and not until 25
Because
built!
the
Park
of
Square's
lengthwise arcade configuration on a long narrow block,
its
value as a shortcut is limited.
On
through
is
the
other
hand,
much harder
to
Bridgeport's
use
of
gauge because
as
the
a
pass-
extensive
urban renewal that has largely altered the urban fabric along
Broad Street.
street
did.
front to
In
any
street
event,
front,
it
does not
and it
is
currently
unclear
if
connect
it
ever
The Providence Arcade seems to be the only example that
understood
this fundamental
criterion,
and not surprisingly,
it is still actively used in this capacity.
57
arcades
condition
outdated
the
is
third
a
unexpectedly,
Not
of
these
facing
issue
physical
their
The Providence Arcade is the only one to have
improvements.
been substantially rehabilitated and modernized.
Park Square
is also in reasonable shape, although this probably has more
to do with it being an extension of the office block's lobby
conscious effort to capitalize on
than with any
And it
new shoppers.
particularly poor
repair --
is not that the
shape,
indeed they
attracting
other arcades are
are
in
relative
in
good
even though they have been insensitively altered in
just that they don't
the past.
It's
and
atmosphere
vibrant
that
exhibit the polished
necessary
for
insensitive alterations
and
seems
to be
so
modern merchandising.
In
addition to their
lack of modern merchandising,
some of
the
arcades exhibit
other design flaws, at least by today's standards.
circulation is a major problem.
has
this
addressed
problem
Only the Rhode Island arcade
adding
Watertown
staircase.
additional
by
Vertical
an
elevator
originally
had
and
a
an
more
prominent and welcoming stair that has since been removed and
replaced
Bridgeport
by
a
has
less
inviting
only one
corner
staircase
arrangement.
if the
inconvenient
And
and
obscure staircase in the street-side building is discounted.
Brookline by contrast, has three
58
stairs and its upper floor
and Park Square's
seems to be better utilized as a result;
single level obviates the problem.
Horizontal
on
particularly
there
no
is
A
floor.
circulation
Providence's
central
customer
third
crossover
arriving
can
as
at
be
also
level.
is
there
the
upper
problem,
a
On
this
on
the
floor
level
second
on
the
centrally located elevator, must walk all the way down to one
end, walk outside the new glass security enclosure, traverse
entrance
under the
portico
immediately
behind the
granite
re-enter the arcade proper, and walk half way down
columns,
the entire length to be directly across from their starting
position on the opposite side of the arcade.
Management is
aware of this problem, but because of the protected nature of
the building, they are unable to make the desired changes.
The other two-level arcades are too short for this
to
be
length
a
real
where
problem,
although
it
possibly
could
Watertown
benefit
approaches
from
a
the
central
crossover.
Another
design
their modest entrances.
flaw for
three
of
the
arcades
is
Bridgeport was built as an addition
to an already existing building so its narrow and long entry
passage is understandable.
But both Brookline and Watertown
59
exhibit the same flaw even though they were built as single
This apparently stems
projects with their front buildings.
from a reluctance of the owners to give up any more valuable
street frontage than necessary, and the entrances suffer as a
result.
of
the
This may also be due to the lack of an appreciation
importance
of
casual,
through traffic.
pass
Only
seems to put the necessary importance on getting
Providence
potential customers into the arcade.
Although this was
final flaw is one of size.
The
not a problem when these structures were built, again, with
the exception of Providence, there does not seem to be enough
"there,
there".
exhibit enough
themselves.
In
today's
critical mass
Perhaps
more consistently
market
to be
they
enable
the
a
seem
in
to
and of
if these arcades were treated or used
as true shortcuts,
story version would be more ideal.
added,
not
destinations
their lack of drawing
In
power would not be such a problem.
are
do
larger
practical
size
use
arcade
of
such
a case,
a one
Once two or more levels
needs
to
escalators
be
employed
and
to
elevators.
Passers-by who are using the arcade as an expedient shortcut
will need a very strong attraction to draw them upstairs if
it
requires
any more
than
a minimum
of effort.
A
small
arcade cannot afford the liability of a second floor, and a
60
large one will need all the modern conveyances of a shopping
mall.
Not
all
arcades
old
are
exhibit
or
associated with most of the case studies.
examples
point
the
to
promisingly
more
flaws
the
A couple of recent
potential
of
the
arcade for today's market.
RECENT
THE
PROJECTS
HANSE
In 1984,
QUARTER:
the
THE
USING
ARCADE
HAMBURG,
CONCEPT
GERMANY
city of Hamburg had a population of
1.6 million and over 2.8 million in the region.
European
cities,
arcades,
most
1881),
it
was
notably
the
site
Silem's
and the Alster Arcade
of
Bazaar
Like many
19th century
several
(since demolished
in
(extant, although more correctly
a canal-side colonnade than an enclosed arcade).
What makes
that it
were
Hamburg of
interest today, however, is
is the site of over a half dozen new arcades.
built
from the
late
70's
either completely new structures
through
the
80's,
and
Most
are
from the ground up, or are
new constructions on the ground floors of existing buildings.
61
After the first new arcade was brought to the city
for construction approval, the planning department began to
take
a proactive view, planning for
hope
of vitalizing the
area.
shopping
downtown
in the
arcades
future
1
The result
of this and other measures has been an upgrading and general
boom in
in
2
the city center's shopping district.
which
these
arcades
are
located
Today the area
the
has
"greatest
commercial density, the highest number of shoppers, and the
most sales per shopper" 3 in
Hamburg.
The largest of these arcades is the Hanse Quarter,
completed in
1981.
Covering an
irregular
110,000
sq.
ft.
site, the skylit arcade is on the ground level behind a hotel
and office building that rise five to six floors in a narrow
band
The
along the
arcade
divided
cupolas -
is
into
street
over
edge,
600
creating
feet
in
a high
length,
several branches that
urban
although
intersect
at
where cafes are strategically located.
facade.
this
two
is
glass
The arcade
hosts 60 tenants, is only 17' wide, and provides parking on a
roof top deck.
1
Lecture given by Mr. Nagel, Assistant to Dr. Egbert Kossak, Director
(Oberbaudirektor), Hamberg Planning Department. June 12, 1991
2 The city has taken other measures such as limiting the amount of
suburban retail growth.
3 Peters, Dr. Paul Hans. "Arcaded Shopping Core Blends Inward-Facing
Old With Outward-Facing New" Architecture. August 1983, pg 140
62
Contrary
arcade
was
to
an
construction,
storefront
fashion
linear
a
in
designed
mall
shopping
normal
of
abundance
elimination
(one
at
a
of background
terminate
corner)
'Muzak'
such
4
the
uniform
with
lighting,
natural
uniform signage, and
only one level (without steps or ramps),
the
practice,
.
The four entrances
by
that,
crossing
the
street, a shopper can directly enter another competing arcade
--
a tacit
recognition
of the
arcade's
relation
In this case, although the arcade is of
with its neighbors.
to
respectable
size,
it
has
chosen
arcades
provide
the
critical
to
symbiotic
"cooperate"
mass
with
necessary
other
for
a
destination retail center.
Even
are
only
about
though the
one
Hanse Quarter's
and a half
interior
stories high,
facades
they maintain
continuity with the much higher street facades by using the
same
brick
design.
facing
and
glazing
materials,
and
a
similar
This, along with the strong natural lighting, leaves
the impression of being in an exterior space.
This arcade has been a well received success with
the corner entrance becoming one of the most popular meeting
4
Ibid., pg 140
63
spots
in
on
Even
city.
the
shops
when the
Sundays,
are
closed by law, the arcade is a popular attraction. 5
criticism
One
creation has
streets,
"resulted
in
the
were
arcades. "6
once
older
of
the
that
main
their
bordering
reason
for
This however, can also be said of
in general, where it
downtown malls
is
new arcades
a downgrading
themselves
which
building the
of
is a much more serious
indictment because of their greater internal focus and their
attempts to completely capture the consumer at the expense of
their neighbors.
THE
CROCKER
GALLERIA:
SAN
FRANCISCO,
CA
Opened in 1982, the Crocker Galleria was built by
the now defunct Crocker National Bank, between the old bank
headquarters
tower.
(built
1909),
and
new
their
38
story
office
The tower is now the Pacific Telesis Center, although
the arcade maintains its original name.
The
Sutter Streets,
Galleria
runs
a full
Post
and
replacing,
and
block between
on the site of an old alley,
5 Ibid., pg 140
6 Ibid., pg 140 During my stay in Hamburg I was not able to verify the
effects of this process, although the surrounding area was well
"gentrified."
64
perhaps
enhancing,
gross
sq.
ft.
and
approximately
It provides
with two
vertical circulation
and elevators for
It
function.
of leasable area on three levels.
91,000 sq ft.
escalators
139,000
over
encompasses
circulation
alley's
the
cross-overs on the second level and three on the third floor.
Street level is actually halfway between the first and second
levels.
In
direct
1988,
street
as
access
part
was
of
a
$2.2
provided to
million
the
renovation,
on
second level
either side of the existing steps leading down to the first
level.
This
greatly
facilitated traffic
flow
to the
mid
level, and effectively doubled the number of cross-overs.
part
of this
along
renovation,
with new
signage,
new ornamental
fascias,
and
lighting
colors
As
standards,
were
-
added
enlivening the original and slightly austere modern finishes.
The
tower,
does
is
Galleria,
essentially
situated to the side
a
straight,
linear
of the office
plan
although
it
connect to retail spaces in the footprint of the first
two tower levels.
18,000
sq.
ft.
The third level of the tower also houses a
food
court
that
highest level of the Galleria.
opens
directly
onto
Two roof-top gardens are open
to the public and well frequented by lunch time crowds.
65
the
The
entrances
are
large,
welcoming
affairs
with
their surrounding glass extending full height to the 75' high
Although the entrances connect directly
glazed barrel vault.
and prominently onto the street, the use of the Galleria as a
has
short-cut
pedestrian
architectural
critic
in
However,
it has
he
also
lists
it
that
it
from one
as
one
It
street
of
least
not
"is
been called.
except
particular
At
questioned.
complains
pedestrian street, as
anywhere
been
San
one
a
really
doesn't
lead
to another".
Francisco's
impressive pedestrian amenities.7
The Galleria contains 50 stores and restaurants as
currently
configured
and,
according
to management,
is
95%
leased.
Designed to recall the Galleria Vittorio Emanuele II
in Milan
(as one leasing brochure claims) the tenants tend to
be high end, with Ralph Lauren and Rodier of Paris topping
the list.
The expensive clothing boutiques are complemented
by unique
long-established local merchants providing shoes,
luggage,
chains
and
are
wines
also
&
spirits.
included,
A
The
limited
number
Limited,
Brookstone, and Crabtree & Evelyn among them.
the list of
tenants are
a few service
Foot
of
mall
Locker,
Rounding out
establishments, most
7 Canty, Donald. "Glazed Gallery Behind an Elegant Tower" AIA Journal.
May 1983, pgs 180 & 179.
66
notably
the
ubiquitous
repair
shoe
anyway)
(for arcades,
store.
size, and atmosphere, the
With all its amenities,
Crocker Galleria is almost a "mall".
interior
mall
finishes
Its use of some typical
gypsum board,
such as plaster,
Also, because of
strengthens this effect
glass handrails,
and
its size, it behaves like a destination retail establishment,
if only for the downtown workers.
it
However,
that
characteristics
first
pages
of
also
define
Chapter
an
has
arcade
Two) .
the
all
Those
(as
important
set
on
out
features
the
help
that
distinguish it from the typical regional mall are reiterated
here:
1.
It
connects
two
in
streets
a
direct,
and
intentional manner.
2.
It
is
designed around a continuously
skylit,
predominantly linear layout.
3.
It has primarily small retail spaces - many in
the 500 to 700 sq. ft. range.
4.
It is void of large traditional anchor stores.
Ralph Lauren, at just over 6000 sq. ft.
is by
a
small
far
the
largest
67
store,
with
only
frontage directly on the street
below grade),
(most of it is
while being situated remotely on
the farthest corner of the tower.
5.
It
has
a uniform design
for
storefronts
and
signage.
6.
And office
office
space
tower
and
is provided, albeit
not
in
the
arcade
in the
space
itself.
Because of these characteristics, I believe it fits
more closely the model of an arcade, but on a grander scale,
more akin to the Cleveland Arcade than the smaller examples
studied here.
The Hanse Quarter and Crocker Galleria have chosen
vastly different routes to address the problems of size and
circulation evident in the historic case studies.
The German
example has been able to deal with the question of critical
mass by positioning itself in a symbiotic relationship with
other adjacent arcades, thus providing the necessary draw for
shoppers.
It has dealt squarely with the question of through
traffic, providing convenient shortcuts to its users, while
making
vertical
circulation a moot
design.
68
point
in
its
one
story
The
Galleria
on
the other
hand, has
handled the
question of critical mass by increasing its size to near mall
proportions to become a destination
Fortunately,
this
has
lessened
the
for downtown
need
for
the
shoppers.
critical
casual pass-through traffic, which it seems to have handled
less successfully.
It has addressed the vertical circulation
problem more adroitly by employing escalators and elevators.
S69
FIVE
CHAPTER
CONCLUSION
The examples of the Hanse Quarter and the Crocker
Galleria discussed in the previous chapter, suggest that the
shopping arcade concept can be used successfully in today's
market -arcades
despite the rather dismal record of the traditional
studied
in
Chapter
Three.
But
Hamburg
and
San
Francisco both have vibrant downtowns, and perhaps this is a
prerequisite for a successful arcade.
Yet, Hamburg, at least, is illustrative of what can
happen
when
private
investment
proactive city planners.
case where the total
The
network
street-front
of
is minimally
encouraged
Unlike the power center, this is a
is truly greater than the
arcades,
retailing,
along
has
with
the
created
a
district with a healthy mix of merchants,
more
sum parts.
traditional
vibrant
mid
Although by no means perfect
to high-end,
viable
and
alternative
(publicly) expensive
youth
to
festival
70
more
enclosed
(the market tends to be
oriented),
the
shopping
selling a variety
of goods not normally associated with traditional,
malls.
by
this
minutely
marketplace.
district
is
a
planned
and
Perhaps
this
preference for festival markets
has
something
"bigger
is
private) to
to
do
better, "
(and malls for that matter),
with
the
American preoccupation
and
the
penchant
(both
accomplish the desired effects
with
public
with
one
and
grand
stroke.
But what happened with the earlier arcades?
Where
their experiences simply cases of their surrounding shopping
areas
changing
certainly true,
significantly
was
the
decades?
This
was
but another fundamental problem existed for
most of these arcades.
arcade
over
adapted
It appears that when the idea of the
from
the
early
European
something was lost in the translation --
prototypes,
mainly the idea that
an arcade must rely foremost on the creation of foot traffic.
To this end, the importance of providing a true shortcut for
pedestrians,
between
real
destinations,
is
an
inviolable
requirement of an arcade.
Perhaps the builders of these often grand schemes
were
seduced by the
romantic
accounts
more ambitious continental examples.
Paddock,
the
creator
of
the
and pictures
of the
In the case of Loveland
Watertown
arcade,
there
is
at
least some evidence that he was exposed to these influences.
71
only ones to
These builders however, were not the
succumb
poorly
to
many
arcades,
located
--
influences
these
is
Europe
scattered
much
representing
with
greater
The Providence
investments than the handful described here.
arcade is the only one that escaped the fate of poor location
--
seemed to understand the
alone
its builder
requirements of an arcade, although it,
overly grand three
siting
full
too, suffers from an
story design and, unfortunately, from a
poor local economy.
The central lesson is this: an arcade cannot make a
bad
--
good
location
it
only
allows
for
the
maximum
utilization of an already good site.
But,
potentially,
an
arcade
also
has
additional advantages over other retailing concepts:
some
It
can
be much less parasitic on existing downtown retailers when
compared to
(although it
observer
more
in
easily
the
typical
internally-oriented
is not necessarily harmless,
Hamburg);
and the common
accessed by
utilized amenities
than
the
those
supervised malls.
72
public,
in
downtown mall
according to one
spaces
provided can be
becoming more
carefully
highly
controlled
and
In addition, an arcade is more manageable in size
so may be a much
and
festival marketplace,
or
than a mall
more realistic project for a wider range of developers.
The
a mall,
and
smaller
since
easier
to
finance
within the
size would be
the
than
of
range
many private
it would obviate the need for public
developers,
when
could be
size
compared
festival
to
Of
marketplaces.
financing
course
the
should make site assembly a much easier task.
smaller size
And hopefully site selection could be exercised with greater
the
positioning
precision,
arcade
in
most
the
desirable
location.
Apart
mind that
an
substitute
from these
arcade
for
a
advantages,
it
must
only a building type
is
marketing
concept.
--
All
be
kept
in
and not
the
a
usual
considerations such as target market, merchandise type, mix,
and "theme",
if
any,
must
still
be
considered and may very
well prove the difference between a success and a failure.
In
addition
arcade between
through
traffic,-
to
two
busy
I
have
the
importance
retail
streets
developed
a
of
to
few
locating
maximize
other
the
pass-
practical
suggestions for successfully implementing an arcade concept.
73
1.
The
importance
entrance
the
of
having
a
large
and
cannot be underestimated.
historic
unimpressive
arcades
entrances.
have
The
open
Four
small
purpose
of
and
of the
entrance is to be as inviting, and present as
few obstacles,
as possible to pedestrians
to
act
make
the
imperceptible.
The
of
entering
desire
is
--
virtually
to
make
the
potential customer believe he/she is still on
public property.
should
be
To this end, enclosing doors
avoided.
weather-proofing
If
doors
necessary,
could be
folding
used during
particularly inclement weather.
2.
Spaces located at the corner of the entrances
must be designed to aid the transition
the
arcade by
wrapping windows
materials around the corner.
arcades
presented blank
walls
into
and exterior
Several of the
for many
feet
before opening up to the skylit space.
3.
To enhance the transition into the passage and
to maintain the
illusion of exterior
space,
materials and designs must be used to enforce
the
continuation of the
74
street-side
facade.
"Mall materials" such as drywall, plaster, and
overly refined stone and metal finishes should
provide
should
materials
space and the
This is a public
be avoided.
required
the
This will also avoid the need for
durability.
The
the environment.
excessive policing of
should be
design of the interior storefronts
They should also
consistent if not identical.
be relatively coplanar --
no random zigzags to
artificially create corner display windows.
4.
The
width
should
be
of
the
arcade
carefully
obviously be wide
circulation
controlled.
arcades
spacious
should
enough, although the real
danger is making it too wide.
older
It
space
were
up
to
promenading?).
Several of the
25'
Many
wide
the
new
Hamburg arcades, on the other hand, are
just
12'
to
17'
wide.
This
of
(for
helps
create
intimacy of an alley or narrow street.
also avoid the danger
of the arcade
the
It can
looking
too vacant during low usage times.
5.
Most
locations
will
only
warrant
construction of a single story arcade.
75
the
Since
this building type is based largely on casual
the
use,
One possible solution
upstairs is low.
more
and
larger
spaces,
each
access,
and utilize this
if
restaurants
its
with
the
area
upstair
contiguous
own
individual
space
can
(when
is to
a second level is deemed appropriate),
provide
it
users making
of busy
likelihood
stair
for bars
support
and
such
a
use.
6.
For
larger,
multi-level
and elevators are a must --
arcades,
escalators
even if this means
using 6' vertical run escalators between half
levels
Avoid
as
I saw
third
in
one
levels
for
arcade
all
in
but
Hamburg.
the
very
largest arcades such as the Crocker Galleria.
7.
The marketing concept must come first!
There
is some potential to use the arcade concept as
a specialty mall, restaurant and bar "alley",
food court,
or even a fresh produce market.
This last use is sometimes employed in Europe,
e.g.
La
Boqueria
Barcelona,
must
be
Spain.
backed
76
by
(Mercado San
Whatever
a
strong
the
Jose),
concept,
market
in
it
study,
and
carefully
estimating
accurately
the
potential demand for the product.
In
closing,
I
have
come
to
believe
that
the
shopping arcade can be used successfully and profitably in
today's market.
Its use would be far
existing urban fabric than a downtown
help
provide
a
more
varied
and
less damaging to the
shopping mall,
honestly
could
spontaneous
environment than a festival market, and would contribute in
maintaining vital downtown retailing.
in
with
the
current
trend
anchor tenant as seen in
of
Its use would also fit
abandoning
the specialty mall,
the
traditional
while providing
some of the easy access espoused by the power center
for downtown customers).
77
(if only
APPENDIX
LIST
OF
U.
S.
ARCADES
SHOPPING
The following list was compiled from the National Register Of
The Register's
Historic Places and my own investigations.
data base was scanned for the word "arcade" in the title
of
the building.
Entries that were not obvious arcades were
deleted but no assurances can be made that the remainder are
indeed
shopping
arcades
--
except
those
denoted
with
a
"*"
which I personally. Other shopping arcades (that do not have
"arcade" in the title)
may exist on the Register but cannot
be easily retrieved without knowing the name of the building.
Still
other arcades may not yet be considered "historically
significant" and so would not be on the Register in any form.
Entries marked with a "t" are not on the National Register.
CONNECTICUT
Bridgeport, Sterling Block - Bishop Arcade,993-1005 Main St.
Fairfield County.*
DISTRICT
OF
COLOMBIA
Washington D. C., Wardman Park Annex and Arcade, 2600 Woodley
Rd. NW, District of Columbia State Equivalent.
FLORIDA
Miami, Shoreland Arcade, 120 N.E. 1st St., Dade County.
St. Petersburg,
County.
Snell
Arcade,
Tarpon Springs,
County.
Arcade
Hotel,
405
210
Central
Ave.,
Pinellas
Pinellas
Ave.,
Pinellas
INDIANA
Terre Haute, Terminal Arcade, 822 Wabash Ave., Vigo County.
LOUISIANA
Lake Charles, Arcade Theater, 822 Ryan St.,
Tallulah, Bloom's Arcade, 102 Depot St.,
Calcasieu Parish.
Madison Parish.
MASSACHUSETTS
Boston, Little
County.* t
Building
Lobby
,
Boylston
Boston, Park Square Building, St. James Ave.,
* t
78
St.,
Suffolk
Suffolk County.
Arcade
Brookline,
St.,
Harvard
314-320A
Building,
Norfolk
County *
MARYLAND
Baltimore, Brown's Arcade, 322-328 N. Charles St.,
Independent City
Baltimore
MICHIGAN
Lansing, Strand Theatre
Ave., Ingham County.
Ann Arbor,
County.
Nickels
and Arcade,
Arcade,
326-360
Washington
211-219
S.
State
St.,
S.
Washtenaw
MISSOURI
Kansas City, Scarritt Building and Arcade, Corner of 19th and
Grand Sts. and 819 Walnut St., Jackson County.
MONTANA
Missoula,
County.
NORTH
Hammond
Charlotte,
County.
Latta
Higgins
Ave.,
Missoula
Building,
Arcade,
Battery
320
S.
Park,
Tryon
St.,
Battle
Sq.,
Mecklenburg
DAKOTA
Hope,
Baldwyn's
County.
NEW
S.
CAROLINA
Asheville, Arcade
Buncombe County
NORTH
101
Arcade,
Arcade,
Steele
Ave.
and
3rd
St.,
Steele
YORK
Watertown, Paddock Arcade, Washington St. between Arsenal and
Store St., Jefferson County.*
Rochester, Reynolds Arcade,
Monroe County.
Inner loop MRA, 16 E. Main St.,
Schenectady, F. F. Proctor's Theatre
St., Schenectady County.*
and Arcade,
432 State
OHIO
Springfield,
County.
Cleveland,
County.
Arcade Hotel,
Cleveland
Fountain Ave.
Arcade,
79
401
and High St.,
Euclid
Ave.,
Clark
Cuyahoga
Cleveland, Colonial and Euclid Arcades,
Ave., Cuyahoga County.
508 and
Dayton, Dayton Arcade, From Kudlow to Main
and 4th Sts., Montgomery County.
Zanesville, Lind Arcade, 48 N. 5th St.,
RHODE
St.
600
Euclid
between
3rd
Muskingum County.
ISLAND
Providence, The Arcade, 130 Westminster St. and 65 Weybosset
St., Providence County.*
SOUTH
CAROLINA
Hartsville,
County.
Arcade
Hotel,
204
N.
Fifth
Columbia, Arcade Building, 1332 Main St.,
St.,
Darlington
Richland County.
TENNESSEE
Nashville, Nashville
Davidson County.
Arcade,
Between
4th
and
5th
Aves.,
Cookeville, The Arcade, 7-13 S. Jefferson Ave., Putnam County
UTAH
Salt Lake
County.
City,
Brooks Arcade,
260 S.
State
St.,
Salt Lake
VIRGINIA
Norfolk, Monticello Arcade, In 200 block E. City Hall Ave.;
between City Hall Ave. and Plume St., Norfolk Independent
City.
80
BIBLIOGRAPHY
BOOKS
Curl, James Stevens. English Architecture, An Illustrated
Glossary.
London: David and Charles, 1977
Eckert, Dr Gerhard. Baedeker's Hamburg. New York: Prentice
Hall Press, 1987
Fletcher, Banister, Sir. Sir Banister Fletcher's A History of
Architecture. London: Butterworths, 19th Edition, 1987
Freiden, Bernard J. and Lynne B. Sagalyn, Downtown, Inc.
Cambridge: The MIT Press, 1990
Geist, Johann Friedrich. Arcades, The History of a Building
Type. Cambridge: The MIT Press, 1985
Girouard, Mark. The English Town. New Haven: Yale University
Press 1990
Landon, Harry F. 150 Years of Watertown, A History, Watertown
NY: The Watertown Daily Times, 1950
MacKeith, Margaret. Shopping Arcades, A gazetteer of extant
British arcades 1817-1939. London: Mansell Publishing
Limited, 1985
Mumford, Lewis. The City in History. New York: Harcourt,
Brace & World, 1961
81
Palmquist, David W. Bridgeport, A Pictorial History.
Norfolk/Virginia Beach: The Donning Company, 1985
Emerging Trends In Real Estate:
1991. Chicago: Real Estate
Research Corporation, 1990
Skinner, Charles R. Watertown New York: A History as a
Manufacturing Point. Watertown NY: The Watertown
Manufacturers Aid Association, 1876
PERIODICALS,
PAPERS,
PAMPHLETS,
&
MISC.
"A Landmark Renewed as a Lively Market", Architectural
Record, May 1981 pp 114-117
Application for Permit to Build, No. 179, Dec 9 1926, The
Arcade, Brookline Massachusetts
"Arcade Thriving Business Center", Bridgeport Post, August 23
1912, Bridgeport Public Library, Historical Collection
Billingsley, Alan C.,
Review,
"Department Store Trends", Ouarterly
Economic Research Associates, summer 1990
Bridgeport: Sterling Hotel/Bishop Block/Post Office Arcade -Various Articles, Bridgeport Standard, Mar 14 1854, Feb 6
1879, Feb 10 & 11 1879, Feb 18 & 20 1886, Mar 12 & 25 1886,
Jan 21 1889, Feb 4 1889, Mar 15 1889, May 10 1889, Jul 18
1889, Jan 21 1890, Feb 24 1890, Bridgeport Public Library,
Historical Collection
Canty, Donald. "Glazed Gallery Behind an Elegant Tower" AIA
Journal. May 1983, pp 174-182
82
Down Town, a City Walk. Bridgeport Connecticut: The
Bridgeport Architectural Conservancy
"Galleria Hamburg" Domus - Monthly Review of Architecture,
Interiors, Design, Art. Vol 652, August 1984, pp 52-53
Lennon, Howard A.,
Editor. Bulletin of the Jefferson County
Historical Society. Vol. 7, No. 3, July 1966
Massachusetts Historical Commission, Building Inventory Form B, Arcade Building, Brookline, Massachusetts Office of
the Secretary, State House Boston.
Miller, Carol Poh. "Arcades" Inland Architect. July/August
1988, pp 38-43
National Association of Realtors. "1990 Market Conditions
Report" National Real Estate Review. 1990
National Register of Historic Places, Inventory - Nomination
Form, Paddock Arcade Watertown NY, National Park Service,
U.S. Department of the Interior
Peters, Dr. Paul Hans. "Arcaded Shopping Core Blends InwardFacing Old With Outward-Facing New" Architecture. August
1983,
pp 140-141
Sanders, James. "Towards a Return of the Public Place: An
American Survey" Architectural Record. April 1985, pp 87-95
Schmalscheidt, Hans. "The Arcade - Evolution of Uses".
Daidalos.
June 5 1987, pp 24-36
83
Victor Gruen Architect, F.A.I.A. Bridgeport, General Plan for
the Central Business District. Urban Renewal Plan for the
City of Bridgeport, Connecticut, 1970(?)
Zimmerman, Gerd. "Rennaissance of the Sheltered Arcade"
Architektur der DDR. August 1988, pp 24-29
INTERVIEWS
&
LECTURES
Aubine, Kathleen, Property Administrator and John Honohan,
Building Engineer, Park Square Building, Boston, MA, July 24
1991
Granquist, Charles L. Executive Director, Connecticut Trust
For Historic Preservation, June 5 1991
Leeder, Earl. Owner/Manager of the Arcade Building, Brookline
MA, July 3 1991
Nagel, Mr., Assistant to Dr. Egbert Kossak, Director
(Oberbaudirektor), City of Hamburg Planning Department, June
12 1991
O'Brien, Richard M. Retail Center Manager, The Arcade,
Providence CN, Gilbane Properties, May 31 1991
Smithline, Elaine. Owner/Manager, Paddock Arcade, Waterville
NY, June 6 1991
Smithline, Philip. Owner/Manager, Paddock Arcade, Waterville
NY, July 9 1991
84