Along with the new SOUTHGATE MALL moniker came a new logo.
Graphic from The Milwaukee Journal


In this vintage photo, we see the enclosed and carpeted mallway at SOUTHGATE. Its "very '70s" decor would be updated during a 1991 renovation.
Photo from www.labelscar.com / John Gallo


The sole anchor at SOUTHGATE would sport the Gimbels nameplate seen here between October 1954 and August 1986. Milwaukee's Boston Store would operate in the building between August 1987 and January 1994.
Photo from www.labelscar.com / John Gallo