Machines for Selling
Machines for Selling
In the late 1930s, four architects (Victor Gruen, Morris Ketchum, Morris Lapidus and Kenneth Welch) focused more intensively on store work as part of a modernist undertaking – a modernism that combined rationalism, material studies, pragmatism and theatricality.
Keywords: modernism, modern architecture, store design, shopping centers, shopping malls, shopping districts, suburbanization, suburbs, pedestrianization, walkable city
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