North Mayfair Road (Highway 100) and West North Avenue
Wauwatosa, Wisconsin
Greater Milwaukee's second mall-type shopping hub was built on a 105-acre tract, located 9.6 miles northwest of the center city, in suburban Wauwatosa. Construction on the prospective WESTGATE CENTER commenced in July 1956. Soon renamed MAYFAIR CENTER, the complex was developed by Milwaukee malting maven Kurtis R. Froedtert, Marshall Field & Company and Chicago's Philip Klutznick.
Wauwatosa, Wisconsin
Greater Milwaukee's second mall-type shopping hub was built on a 105-acre tract, located 9.6 miles northwest of the center city, in suburban Wauwatosa. Construction on the prospective WESTGATE CENTER commenced in July 1956. Soon renamed MAYFAIR CENTER, the complex was developed by Milwaukee malting maven Kurtis R. Froedtert, Marshall Field & Company and Chicago's Philip Klutznick.
Four architectural firms had contributed to the mall's design. Milwaukee's Grassold, Johnson & Associates and Chicago's Perkins & Will conceived the inline store section. Gimbels was designed by Welton Becket & Associates of Los Angeles, while Chicago's Loebl, Schlossman & Bennett envisaged Marshall Field's.
Open-air in format, MAYFAIR CENTER was comprised of a ground level of retail and service basement. At the the south end of the complex was a 3-level (210,700 square foot) Gimbels, the third store in the Milwaukee-based division. It was dedicated September 19, 1958. Twenty-two inline stores began business on the mall's official grand opening, which was held on October 9, 1958.
The festivities, dubbed "The Wonderful World of Mayfair," had an international theme. Mary Ann Mobley, "Miss America 1959," released a white pigeon. On hand were embassy representatives from twelve nations and foreign exchange students from twenty-one countries around the world.
Open-air in format, MAYFAIR CENTER was comprised of a ground level of retail and service basement. At the the south end of the complex was a 3-level (210,700 square foot) Gimbels, the third store in the Milwaukee-based division. It was dedicated September 19, 1958. Twenty-two inline stores began business on the mall's official grand opening, which was held on October 9, 1958.
The festivities, dubbed "The Wonderful World of Mayfair," had an international theme. Mary Ann Mobley, "Miss America 1959," released a white pigeon. On hand were embassy representatives from twelve nations and foreign exchange students from twenty-one countries around the world.
The north end of MAYFAIR CENTER was anchored by a 3-level (288,500 square foot), Chicago-based Marshall Field's. This was the chain's first store outside of Illinois. It made its debut on January 7, 1959. Now fully-leased, MAYFAIR CENTER spanned approximately 778,300 leasable square feet and housed seventy stores and services.
Charter tenants included Lerner Shops, Kay Campbell ladies' wear, Pan Dee Restaurant, Toy Fair Toys & Hobbies, Klode Furniture, The Record Shop, a Krambo Foods supermarket and S.S. Kresge 5 & 10. The mall's first cinematic venue, the Prudential Theatres Mayfair Theatre, was built in the northeast parking area. It showed its first feature on October 10, 1963, was twinned in November 1983 and shuttered in 1993.
The first anchor nameplate change at MAYFAIR CENTER had taken place in April 1962, following Gimbels' acquisition of its primary competitor, Ed Schuster & Company. Stores were rebranded as Gimbels-Schusters. This heading lasted until July 1969, After this, stores were branded and promoted as simply Gimbels.
CAPITOL COURT {3.3 miles northeast, in Milwaukee} began business in August 1956 and was the earliest competitor of MAYFAIR CENTER. Next was BROOKFIELD SQUARE {3.6 miles southwest, in Brookfield}, which opened, as the region's first fully-enclosed shopping center, in October 1967. This was followed by NORTHRIDGE MALL {7.9 miles northeast, in Milwaukee}, which was dedicated in August 1972.
With two interior malls in its midst, MAYFAIR CENTER was due for an update. An enclosed arcade area, known as The Bazaar, had been built in the mall's front center section. This mall-within-a-mall opened on October 7, 1971. Some its tenants were Mediterranean Imports, Daisy Jewels, Soap Opera and The Hollow Tree.
Renovations resumed at MAYFAIR CENTER in January 1973. A 3 million dollar remodeling project enclosed courts and concourses. The Central Park area at the center of the center was rebuilt as the Ice Chalet, a 10,000 square foot skating rink. A Wall of Lights flashed -in rhythm- to prerecorded music.
During the enclosure, the North Mall and South Mall concourses were refitted with artificial streams, filled with live fish. These ran the length of each mallway and separated the east and west store blocks. A park-like atmosphere was created, complete with trees, shrubs, foot bridges and fountains.
A 2-level Greenhouse, providing plants for the entire mall, was a new feature on the North Mall. The South Mall had an Old Time Band Stand, with a glass floor covering part of the fish stream below. The Ice Chalet opened pn September 13, 1973. A wall-wide re-dedication took place on October 11, with the official name of the complex being changed to MAYFAIR MALL.
Unfortunately, the novelty of the Ice Chalet was short-lived. It hosted its final skaters on March 21, 1986 and was demolished as part of a 15 million dollar mall remodeling. A 78,000 square foot Atrium was created at the center of the mall, taking in some of the old Bazaar area. It encompassed 2 levels and featured a small Food Court. The artificial streams, in the North and South Malls, were also filled in.
MAYFAIR MALL held its second re-dedication ceremony on November 6, 1986. The center now housed approximately 945,400 leasable square feet and contained 109 stores and services. 1986 was also the year in which the Gimbels chain was divested. The MAYFAIR MALL location was shuttered and converted to a Milwaukee-based Boston Store. It debuted on August 1, 1987.
In early 1998, a third reconfiguration of MAYFAIR MALL got underway. This would add new Pottery Barn and Learningsmith locations, an enlarged Eddie Bauer, and 2-level Barnes & Noble. These opened between June and November 1998. The General Cinema Corporation Mayfair Mall 18 was added to the mall's northeast corner. This megaplex was dedicated on May 14, 1999.
Chicago-based General Growth Properties had purchased the mall, in a joint venture with Canada's Ivanhoe Cambridge, in June 1998. GGP established 100 percent ownership of the shopping center in July 2003.
Meanwhile, a fourth renovation had commenced in May of the year 2000. During this project, the Upper Level (a part of the Atrium) was extended toward the north and south. 160,000 square feet of new retail space was created. This became two teen apparel wings, with stores such as Aeropostale, Abercrombie Kids, Delia's and Zutopia. Moreover, the existing Food Court was doubled in size, to a 14-bay facility. The newly-refurbished mall was dedicated on August 15, 2001.
Remodeling resumed in late 2002. An exterior-entranced Streetscape was attached to the mall's west-facing facade. This added 20,000 square feet to the Lower Level. Existing Talbot's and Applebee's locations were expanded. Moreover, new restaurants joined the retail roster. P.F. Chang's China Bistro welcomed first diners in July 2003. Maggiano's Little Italy did so in August of the same year. MAYFAIR MALL now encompassed approximately 1,125,400 leasable square feet.
The General Cinema Corporation chain had been acquired by AMC (American Multi-Cinema) in March 2002. The theater at MAYFAIR MALL was rebranded as the AMC Mayfair Mall 18. An IMAX auditorium was added in 2009.
The early 21st century expansion and refurbishment of MAYFAIR MALL continued with the addition of two freestanding stores. A (10,200 square foot) The Cheesecake Factory opened on October 26, 2004, followed by a 2-level (34,000 square foot) Crate & Barrel. This store began business on August 31, 2005. On September 9, 2006, the mall's Marshall Field's was rebranded by Macy's.
In January 2014, another remodeling of MAYFAIR MALL began. It added a 3-level (140,000 square foot) Nordstrom and 2-level parking garage. During this project, the southeast corner of the complex was gutted and rebuilt, with ten inline stores having been displaced.
Exquisite Threading and PayLess ShoeSource closed for good. Coldwater Creek, Champs Sports, GameStop and Spencer Gifts moved to other locations in the mall. Loft, Wet Seal, PacSun and Express temporarily relocated in the mall, but eventually occupied stores in the reconfigured Southeast Wing. Nordstrom opened its doors on October 23, 2015. MAYFAIR MALL now encompassed approximately 1,265,400 leasable square feet and housed 164 stores and services.
As the Nordstrom addition was progressing at MAYFAIR MALL, a new shopping venue was evolving in its vicinity. MAYFAIR COLLECTION {.7 mile northwest, in Wauwatosa}, was the first phase of THE DISTRICT, a retail-based redevelopment of existing warehouse buildings. The initial stage was dedicated in April 2014.
Brookfield Property Partners, based in Hamilton, Bermuda, acquired a share of General Growth Properties in 2016. In August 2018, Brookfield established 100 percent ownership of the corporation. Hence, MAYFAIR MALL became part of the Brookfield retail center portfolio.
Chicago-based General Growth Properties had purchased the mall, in a joint venture with Canada's Ivanhoe Cambridge, in June 1998. GGP established 100 percent ownership of the shopping center in July 2003.
Meanwhile, a fourth renovation had commenced in May of the year 2000. During this project, the Upper Level (a part of the Atrium) was extended toward the north and south. 160,000 square feet of new retail space was created. This became two teen apparel wings, with stores such as Aeropostale, Abercrombie Kids, Delia's and Zutopia. Moreover, the existing Food Court was doubled in size, to a 14-bay facility. The newly-refurbished mall was dedicated on August 15, 2001.
Remodeling resumed in late 2002. An exterior-entranced Streetscape was attached to the mall's west-facing facade. This added 20,000 square feet to the Lower Level. Existing Talbot's and Applebee's locations were expanded. Moreover, new restaurants joined the retail roster. P.F. Chang's China Bistro welcomed first diners in July 2003. Maggiano's Little Italy did so in August of the same year. MAYFAIR MALL now encompassed approximately 1,125,400 leasable square feet.
The General Cinema Corporation chain had been acquired by AMC (American Multi-Cinema) in March 2002. The theater at MAYFAIR MALL was rebranded as the AMC Mayfair Mall 18. An IMAX auditorium was added in 2009.
The early 21st century expansion and refurbishment of MAYFAIR MALL continued with the addition of two freestanding stores. A (10,200 square foot) The Cheesecake Factory opened on October 26, 2004, followed by a 2-level (34,000 square foot) Crate & Barrel. This store began business on August 31, 2005. On September 9, 2006, the mall's Marshall Field's was rebranded by Macy's.
In January 2014, another remodeling of MAYFAIR MALL began. It added a 3-level (140,000 square foot) Nordstrom and 2-level parking garage. During this project, the southeast corner of the complex was gutted and rebuilt, with ten inline stores having been displaced.
Exquisite Threading and PayLess ShoeSource closed for good. Coldwater Creek, Champs Sports, GameStop and Spencer Gifts moved to other locations in the mall. Loft, Wet Seal, PacSun and Express temporarily relocated in the mall, but eventually occupied stores in the reconfigured Southeast Wing. Nordstrom opened its doors on October 23, 2015. MAYFAIR MALL now encompassed approximately 1,265,400 leasable square feet and housed 164 stores and services.
As the Nordstrom addition was progressing at MAYFAIR MALL, a new shopping venue was evolving in its vicinity. MAYFAIR COLLECTION {.7 mile northwest, in Wauwatosa}, was the first phase of THE DISTRICT, a retail-based redevelopment of existing warehouse buildings. The initial stage was dedicated in April 2014.
Brookfield Property Partners, based in Hamilton, Bermuda, acquired a share of General Growth Properties in 2016. In August 2018, Brookfield established 100 percent ownership of the corporation. Hence, MAYFAIR MALL became part of the Brookfield retail center portfolio.
Due to the bankruptcy of Bon Ton Stores, the Boston Store was shuttered in August 2018. The vacant building was auctioned in July 2022, with the Wauwatosa Community Development Authority assuming ownership. A plan for redevelopment of the structure is being drawn up.
The Milwaukee Sentinel
The Milwaukee Journal
The Milwaukee Journal-Sentinel
http://www.retro.com / Milwaukee Memories / "In 1951, Southgate Changed Shopping" / by John Gurda
http://www.ggp.com / General Growth Properties
http://www.hunzinger.com / Hunzinger Construction Company
http://www.preservenet.cornell.edu
https://onmilwaukee.com
https://www.businesswire.com
https://www.bizjournals.com
http://www.hsacommercial.com / HSA Commercial Real Estate
https://www.businesswire.com
https://www.bizjournals.com
http://www.hsacommercial.com / HSA Commercial Real Estate
"Mayfair Mall" article on Wikipedia
