We have all become familiar with the name ?The Gruen Transfer? but how many people actually know what it is all about and who it was named after?
Victor Gruen (Gruenbaum), was the Austrian e?migre? who escaped Nazi-occupied Europe in 1938 and arrived in New York City with a degree in architecture, eight dollars in cash and no command of the English language.
From these humble beginnings sprang an illustrious 39-year career in the design of retail structures, which got underway with his creation of fashionable Fifth Avenue boutiques and work on renovating several Manhattan department stores.
The best known of his concepts -The Gruen Transfer which involved trying to increase consumer spending by manipulating shoppers to do impulse buying. According to Gruen, this could be accomplished via unconscious influences of lighting, ambient sound and music, visual detail of storefronts, mirrored or polished surfaces and climate control of interior spaces.
The Gruen transfer is the moment when consumers respond to ?scripted disorientation? cues in the environment. The effect of the transfer is marked by a slower walking pace.
Gruen had many innovative concepts that were utilized in constructing these new-style, suburban centres. He also had a great deal of input in the urban renewal projects that resulted from America?s shift away from downtown-centered commerce.
Realestatedeveloper.com described Victor Gruen?s designs as follows:
?Victor Gruen didn?t just design a building; he designed an archetype. He created a retailing model that became the paradigm of retail property development. He gave speeches, wrote articles, and met with scores of real estate developers and commercial contractors in later years; his influence on commercial real estate cannot be overstated. By inventing the mall he invented an entirely new shopping experience and a new business model for real estate developers, commercial contractors, construction companies, and retailers across the United States. Real estate developers quickly worked with architects and designers to develop their own shopping mall plans, and retail stores rushed to fill open space created by new construction. Some properties reached a 90 percent lease rate even before they officially opened, as retailers jockeyed for prime positions (or any position at all) in newly-constructed malls.
http://www.realestatedeveloper.com/famous-commercial-developers/shopping-mall-victor-gruen/
Throughout his career Gruen, besides heading international construction and planning projects, published several articles and books, lectured at a number of universities and was a sought-after public speaker. He analysed and tried to find solutions for the problems of modern urbanity, namely congestion and pollution caused by excessive automobile traffic and unplanned decentralization.
We continue to need forward thinking people like Gruen in the world today. Definitely a man ahead of his time.?Picture and research thanks to: http://mall-hall-of-fame.blogspot.com
Source: http://thehollaagency.com.au/blog/what%E2%80%99s-in-a-name/
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