By the 2010s, Atlanta's once-trendy, urban core complex was being criticized for its introverted design, which (according to some) insulated its patrons from surrounding street-life. It was decided that a major renovation and reconfiguration was needed to make the facility more connected with its surroundings. Work commenced on a remodeling project in October 2017.
Graphic from https://peachtreecenter.com    

The primary facet of a new & improved Peachtree Center is its Courtyard; a redress of the area lying between the Peachtree North and Peachtree South office towers. Previously known as the Peachtree Street Level, this new Plaza Level now provides public seating and includes a glass-enclosed staircase connecting to the Gallery Level of the shopping mall below.
Drawing from https://peachtreecenter.com

Post-renovation, the previous MALL AT PEACHTREE CENTER is officially known as THE HUB.
Graphic from https://peachtreecenter.com

A new collection of boutiques and bistros has been added to those already existing. In all, THE HUB houses over fifty stores, restaurants and services.
Drawing from https://peachtreecenter.com 

PEACHTREE CENTER SHOPPING GALLERY
Peachtree Street Northeast and Andrew Young International Boulevard Northeast
Atlanta, Georgia

Modeled after Manhattan's Rockefeller Center, Atlanta's Peachtree Center was designed by John C. Portman (with input from H. Griffith Edwards) and was implemented in stages between 1960 and 1989. The office and hotel mega development, which was centered on a downtown block along Peachtree Street, eventually extended to fourteen blocks and included the Merchandise Mart complex, seven office towers, three luxury hotels, an athletic club, shopping mall and subterranean rapid transit station.

The first Portman-Edwards project, the 22-floor (1,000,000 square foot) Merchandise Mart, was completed in 1961. Next came the 31-floor Peachtree Center Tower, which was dedicated in 1965. The first luxury hotel in the complex, the 24-floor (800 room) Regency Hyatt House, was officially dedicated in May 1967.

Peachtree Center's 3.8-acre core block was developed over the next 9 years. Its 27-floor Gas Light Tower was finished in 1968. A sibling structure, the 27-floor South Tower, was dedicated in 1970. A fourth office building, the 30-floor Cain Tower, was finished in 1974, followed by the 31-floor Harris Tower, in 1976.

The 3-level PEACHTREE CENTER SHOPPING GALLERY would eventually extend beneath four office buildings. The 200,000 square foot complex was officially dedicated on March 1, 1974 and housed twenty-six stores and services. Among these were Midnight Sun Bakery, Brentano's Books, Cafe Mediterranean and a Rich's II boutique store. The Midnight Sun Dinner Theater served its first meals in February 1976.

Peachtree Center expanded toward the southwest in the mid-1970s. The 73-floor (1,068 room) Western International Peachtree Plaza Hotel made its debut January 12, 1976. It was the city's highest building and the world's tallest hotel. The structure was bumped down to second tallest building in Atlanta status when the IBM Tower was dedicated, in October 1987.

Metro-Atlanta's MARTA subway system was inaugurated on June 30, 1979, with the 7 route mile, Georgia State-to Avondale East Line. Service on the MARTA North Line commenced on December 4, 1981, extending between the Garnett and North Avenue stops. The Peachtree Center station in between was dedicated on September 11, 1982. It connected directly into the PEACHTREE CENTER SHOPPING GALLERY, via a 175-foot escalator accessed from the Gallery Level of the retail venue.

With the completion of the 52-floor (1,674 room) Marriott Marquis, in 1985, the Peachtree Center complex had been expanded toward the northeast. This hotel block was fully-developed with two 30-floor office towers; the Marquis I (1985) and Marquis II (1989). The 9-floor Peachtree Athletic Club, also dedicated in 1985, was connected with the core block of Peachtree Center via a second level Skywalk. Eventually, there would be eleven Skywalks within the 14 million square foot Peachtree Center complex.

PEACHTREE CENTER SHOPPING GALLERY was given a 14 million dollar renovation in 1986 and renamed PEACHTREE CENTER MALL. The Gallery Level sunken garden, open to the Peachtree Street Level above, was roofed-in and made into a Food Court. Forty-five tenant spaces were reconfigured as seventy.

By the 21st century, the official name of the shopping center had morphed to THE MALL AT PEACHTREE CENTER. In August 2006, The core complex was acquired by Miami-based America's Capital Partners (now known as Banyan Street Capital). They performed an interior face lift on the property soon after its acquisition.

A subsequent remodeling was announced in May 2016. The introverted orientation of the Peachtree Center shopping mall would be reconfigured. The facility would be opened up to surrounding streets and several new restaurants and retailers would join its tenant list. Work got underway in October 2017, with the project being completed in the spring of 2019. As part of the revitalization, the MALL AT PEACHTREE CENTER was officially renamed THE HUB.

Sources:

The Atlanta Constitution
The Atlanta Journal
The Atlanta Journal-Constitution
"Peachtree Center Evolution (1961-1988)" / Michael Portman
http://www.newgeorgiaencyclopedia.org
http://www.portmanusa.com
http://www.peachtreecenter.com / The Mall at Peachtree Center (website on Internet Archive Wayback Machine)
https:/www.itsmarta.com
https://fultonassessor.org / Fulton County Georgia 
http://www.emporis.com
https://www.peachtreecenter.com / The Hub
"Peachtree Center" article on Wikipedia

Atlanta's Parkaire Mall & Plaza

This "blink twice and miss it" mall was only in existence for 12 years. There are (apparently) no photos of it...at least on the internet. In spite of this setback, we were fortunate enough to locate a few graphics. Above, we see the original PARKAIRE MALL logo from 1974.    

Graphic from Corporate Holdings, Incorporated

The PARKAIRE mini-mall was built as part of a retail and residential development which eventually included several condominium structures. The first of these, known as The Meadows, became available for leasing in May 1973. 

Drawing from Post Properties of Atlanta

Stores in the 1.8 million dollar PARKAIRE MALL surrounded an enclosed ice rink. There was a Kroger at one end and twin cinema on the other. A Balcony Level, overlooking the skating rink, extended along the south side of the structure.

PARKAIRE MALL TENANTS 1974-1986:

KROGER supermarket / Andre ladies' wear / Angelo's Caberet / Beef & Burgundy Restaurant / Bell Variety Store / Bob Williams Shoes / Dog Patch / Foxy Fashions / Fulton Federal Savings / Gallery I & II art & framing / Hallmark Cards / Hairport, Limited unisex hairstyling / Georgetown Optical / Harriett Coen, Incorporated Furs / J. Nursery / Josef's Hair Salon /  Loews Twin At Parkaire Mall / Mademoiselle ladies' wear / Matchpoint / Maxwell's Restaurant Francais / Mr. Sweeper / Nina Forrest, Limited Fabrics / Parkaire Mall Community Room / Parkaire Olympic Rink / Parkaire Wallcovering / Parkaire Wine & Cheese Shop / Pappagallo Shoes / Radio Shack / Someplace Else By Beef & Burgandy restaurant / Something Special ladies' wear / Spratlin Associates Realtors / Stone Mountain Billard's / The Colony Shoppe custom-made furniture / US Post Office / Wender & Roberts Drugs / Yankee Peddler Jeans

Maxwell's Restaurant Francais, in business by June 1974, was one of the mall's first operational tenants. The Balcony Level bistro overlooked the Parkaire Olympic Ice skating rink.

Advert from Parkaire Mall & Plaza

The Loews Twin At Parkaire Mall also opened for business in June 1974. 
Graphic from www.cinematreasures.org / Mike Rivest

Our PARKAIRE MALL & PLAZA logo montage includes trademarks of twelve stores and services. These were in operation between the mid-1970s and mid-1980s.

A physical layout of the new & improved PARKAIRE property. The original enclosed mall was bulldozed in early 1986. It was replaced by this open-air strip complex, which opened in the summer of 1987.

Today, PARKAIRE LANDING encompasses approximately 132,600 leasable square feet and houses thirty-seven tenant spaces.
Photo from  http://retailplanningcorp.com / Retail Planning Corporation

In early 2017, tenants included Parkaire Fitness, LaVida Massage,  Tuesday Morning and Dollar Tree.
Photo from  http://retailplanningcorp.com / Retail Planning Corporation

PARKAIRE MALL
Lower Roswell and Johnson Ferry Roads
Cobb County, Georgia

This nearly forgotten Greater Atlanta shopping center was in existence for only 12 years. PARKAIRE MALL was built on a 22-acre site, formerly the Parkaire Field airport. The parcel was located 15 miles north of Atlanta's Five Points, in a section of unincorporated Cobb County known as East Cobb.

The mini-mall was developed by Tri-kell / Post Properties and designed by Sidney R. Barrett & Associates, of Atlanta. Ground was broken on June 15, 1973, with the mall opening for business on June 28, 1974. The complex was situated around the Parkaire Olympic Ice indoor skating rink. There was a ground level of retail, with a balcony along the south side of the structure. This upper level housed leased office spaces and a restaurant, which overlooked the ice rink.

PARKAIRE MALL housed approximately 170,000 leasable square feet and contained twenty-two tenant spaces. There were no anchor department stores, just a 1-level (33,700 square foot) Kroger and 1,000-seat Loews Twin at Parkaire Mall theater. The movie house was attached to the mall but did not have a connection with the interior. Inline stores included Wender & Roberts Drugs, Foxy Fashions, Parkaire Wine & Cheese Shop, Harriet Coen, Incorporated, Yankee Peddlar Gifts and a Bell's variety store.

Eventually, PARKAIRE MALL was usurped by larger and more trendy shopping centers in its trade area. By late 1985, the complex was 26-percent vacant. It was sold in September 1985 to a joint venture of Atlanta's Parkaire Development Associates, Sigma Development and Des Moines, Iowa's Petula, Limited. Demolition of the property commenced in February 1986. 

An all-new strip center was built. PARKAIRE LANDING covered approximately 132,600 leasable square feet and housed thirty-seven tenant spaces. The strip center was anchored by a (58,000 square foot) Kroger. There was also a freestanding skating complex, the Parkaire Olympic Ice Rink, on the premises. 

The 14 million dollar shopping hub was officially dedicated in August 1987. Its charter tenants included Wender & Roberts Drugs, Southern Linen, Glitzed, Basket Case, Withrow Jewelers, Franklin printing & office supplies, Little Caesar's Pizza and a Goodyear Auto Center.

Sources:

The Atlanta Constitution

The Atlanta Journal

The Atlanta Journal-Constitution

The Southern Isrealite (Atlanta, Georgia)
https://www.groceteria.com / "Parkaire Kroger" article / Submitted by Matt Burwick
https://gis.cobbcounty.org / Cobb County, Georgia
"Abandoned & Little-Known Airfields" / Paul Freeman
https://www.cinematreasures.org
http://retailplanningcorp.com / Retail Planning Corporation

While compiling catalogs, our first Big Three retailer was also adding real estate to the Windy City skyline. The Tower Building seen here, completed in 1906, housed the corporate offices of Montgomery Ward & Company. At the time, the 25-story structure was the tallest building in Chicago.
Photo from University Library / University of Illinois Champaign & Urbana

In 1926, J.C. Penney moved into this 18-story structure in Manhattan. A new International-style corporate headquarters was completed in 1964.
Photo from Wikimapia / "John832" 

Back in the Windy City, Sears' new corporate headquarters was completed in 1973. Extending upward for 108 floors, the Sears Tower was the world's tallest building for 25 years. As a footnote: to us at the Mall Hall of Fame, this building will always be referred to as the (quote-unquote) "Sears Tower," no matter what company has bought and renamed the structure.
Photo from Wikipedia / Kelly Martin

Horseless Carriages & Homes

During their early years, Sears and Wards sold just about everything! We submit for your approval the Sears Motor Buggy, which was marketed between 1909 and 1912; the price, $395. Following suit, Wards sold their Modoc Assembled Car between 1912 and 1914. Its price was $1,250.
Graphic from http://searsmotorbuggy.com / John M. Daily

Sears and Wards also sold house-building kits. Everything was included, except the land to build said dwelling on and the labor required to do so. Here we see the Sears Modern Home "Argyle," which sold for $2,349 in 1923. Sears marketed its house-building kits between 1908 and 1940.
Drawing from http://www.antiquehomestyle.com

Between 1921 and 1931, Montgomery Ward & Company sold Wardway Home kits. The "Elizabeth" model, seen here, could be had for $2,578 in 1930.  

Drawing from http://mchc.morriscountynj.gov / Morris County Heritage Commission

Private Labels & House Brands

In the 1860s and '70s, R.H. Macy and John Wanamaker became some of the first American retailers to carry so-called "private label" merchandise. Such products cut out the middle man and offered quality goods at a lower price...resulting in greater profits for the seller.

Sears, Montgomery Ward and J.C. Penney instituted their first "house brands" in the earlier part of the 20th century. By mid-century, the three nameplates seen above had become household words.

Sears established Sears Gramophone, its first record label, in the late 1890s. At the time, only wax-cylinder recordings were available. A Silvertone record label, based on flat disc records, was introduced in October 1915.
Photo from https://archive.org / The Internet Archive

The Silvertone brand of phonographs appeared in 1916, with the hand-cranked Model X seen above. Battery-powered Silvertone radios were added to the product line in the early 1920s, with musical instruments joining the fold in the 1930s.
Graphic from http://www.silvertoneworld.net

Montgomery Ward also manufactured and sold phonograph records, such as this "electrically recorded" 78 rpm. disc.

Photo from the https://archive.org / The Internet Archive

To see more of Mr. Rouse's's malls, click here...

http://mall-hall-of-fame.blogspot.com/search/label/More%20Rouse%20Malls

Sources:

The New York Times
http://www.smithsonianmag.com
http://www.preservationmaryland.org
http://www.bizjournals.com (Baltimore Business Journal)
https://www.columbiaassociation.org

"James Rouse" article on Wikipedia

Large appliances became a big ticket item at Sears and Wards. Private-brand machines sold by Wards were usually manufactured by the Norge Appliance Company or Westinghouse Electric Corporation. Here we see the Wardway Electric Gyrator Washer, which sold for $78.25 in 1929. 

Sears introduced the Kenmore brand -with its De Luxe model wringer washer- in 1927. As the ad attests, the machine sold for just $59.95. Most Kenmore appliances were made by the Upton Machine Company, which morphed into the Nineteen Hundred Corporation in 1929 and Whirlpool Corporation in 1949.

Coldspot was Sears' private label brand of refrigerators, freezers and air-conditioners. The first refrigerators were introduced in May 1930. These were Sears' first electric models, as all previous "refrigerators" were simple iceboxes. Coldspot units were built by the aforementioned Upton-Nineteen Hundred-Whirlpool conglomerate. Sears retired the Coldspot brand in 1976. Following this, the Kenmore name was used for all large appliances.

Wards' first electric refrigerators displayed the new Trukold brand, which was introduced in March 1932. There was also a line of kerosene-powered Trukold refrigerators. Previous icebox-type units had been manufactured and sold under the Windsor brand.    

The first mention of the Wards Airline brand of electronics dates back to November 1923. The De Luxe Three-tube Radio Set is on sale for just $69.00. That would be equivalent in buying power to $1,278 in the present day!

Wards' Windsor-brand cook stoves were being sold by December 1924. There were four types of Windsor ranges; wood or coal, natural gas and kerosene. Gasoline ranges were available, but must have been quite dangerous to operate. Ward's introduced the Marvel Electric Stove in March 1934.

The symbol promoting Wards' Trukold refrigerators was originally spelled with a "k" instead of a "c." This changed around 1950. 

After 1950, a Tru-Cold (with a "c") branding was used. This would identify a line of refrigerators, chest and upright freezers and air-conditioners. The Wards Windsor brand was used on hot plates, space heaters, furnaces and -even- pianos. By the mid-1950s, there were Wardmatic automatic washers, Wardrier clothes dryers and Wring-A-Matic wringer washers.

An all-new Wards house brand began to be seen around July of 1958. Signature would now identify gas and electric ranges, washers, dryers, ironing machines, vacuum cleaners and sewing machines. Refrigerators, freezers and air-conditioners continued to be sold under the Tru-Cold brand...but not for long. By March 1964, all Wards refrigerators, freezers and air-conditioners were being sold under the Signature brand. Most units were built by the Westinghouse Corporation. 

The Airline house brand had identified Montgomery Wards' line of home electronics since the early 1920s. In the 1960s and early '70s, it was still the exclusive nameplate for radios, televisions, phonographs, console stereos, pianos and organs. 

Meanwhile, Sears had introduced the first Kenmore-brand automatic washer in July 1947. According to the advert, this modern marvel "does your washing automatically while you go shopping." Kenmore laundry equipment was manufactured by the Nineteen Hundred (later Whirlpool) Corporation.

The first Kenmore-brand clothes dryer was introduced in July 1949. The unit was "created to fit the pattern of modern living," or so said the ad copy. This concept fits in with the mid-century mindset, whereby Americans were fascinated by all that was modern, convenient and time-saving.

Sears' first televisions appeared in stores in December 1948. This black & white Silvertone set featured a mahogany veneer cabinet, AM radio receiver and "BIG 10-inch picture tube." 

In June 1954, Sears stores started displaying a prototype color television. These were for display purposes only and not for sale. The first color sets were sold in the spring of 1957. One might expect that such a momentous endeavor would have been promoted with a great deal of hoopla. Not so. Apparently, contemporary newspaper ads did not even include a photo or drawing of any Sears color set or sets. There was only this modest "come in and see" text block.      

We're including a photo of the first color set sold by Sears. The Silvertone
7140 model was manufactured by the Radio & Television Corporation of Chicago.  

It took till 1961 to actually show a color television in a Sears newspaper advertisement. Even then, the actual cost of the Silvertone set was not mentioned. There was only a vague reference to "$28 (per) month." The $440 price tag of a color television in 1957 translates -in today's buying power- to around $4,800. Is it any wonder that Sears balked at the heavy promotion of such an expensive item?

J.C. Penney's first  color  sets were in stores by December 1963. The Penncrest Color Consolette, seen above, was being sold in late 1964. This was a so-called "all-channel" television, which received both VHF (very high frequency) and UHF (ultra high frequency) channels. Note: VHF channels ranged from 2 to 13 with those of the UHF band running from 14 to 83. BTW, there was no "channel 1."

The first Montgomery Ward color sets debuted in October 1964. The Airline model depicted here was also an "all-channel" set. Like the previous Penncrest model, it came with a paltry 90-day manufacturer's warranty (today's sets are usually warrantied for one year). Early color sets were problem-prone. A popular urban legend of the day said that owners of a color  set needed to maintain a bedroom for the TV repairman, lol. 

During its first 60 years, J.C. Penney did not sell large appliances or electronics. The company started to offer an expanded merchandise line at selected stores in 1960. In March 1963, they introduced the first Penncrest-brand refrigerators, ranges, washers, dryers, air-conditioners, black & white televisions, radios, tape recorders, stereos and portable phonographs. These were initially available for purchase at twelve J.C. Penney stores.

The Penncrest pledge appeared in selected newspapers across the nation in December 1963. Large Penncrest-brand appliances were being built by the Hotpoint-General Electric conglomerate, with televisions produced by either the Toshiba Corporation or Mitsubishi Electronics. Radios, tape recorders and phonographs came from the Symphonic Company. 

In 1970, full-line Penneys stores were selling this Penncrest Spanish Mediterranean console stereo. Its big feature was a 3-speed stereo reel-to-reel tape deck and "solid state" (meaning transistorized) amplifier. 

In August 1971, the iconic sans-apostrophe Penneys logo began to be replaced by the JCPenney (Helvetica-font) trademark. The Penncrest brand started to be phased out in June 1973, with a new line of JCPenney-brand appliances and electronics being introduced. The stereo-quadraphonic (or 4-channel) system seen above was one of the first JCPenney-brand units.

In 1983, J.C. Penney stopped selling large appliances. Likewise, lines of paint, hardware, lawn & garden and fabrics were removed from all stores. Penney's Auto Centers closed, with most being sold to Firestone. The company expanded -and reemphasized- lines of apparel and home furnishings.

A montage of house brands sold by The Big Three during the mid-century years. A more inclusive inventory of private labels is listed henceforth.

MONTGOMERY WARD

Riverside - tires & automotive / Garden Mark - fencing, lawn & garden equipment / Fairway - water heaters, furnaces, space heaters and plumbing equipment / Forward - typewriters and adding machines /  Hawthorn - sporting goods / Sea King - boats & accessories / Powr-Kraft - tools & home improvement needs / Style House - home furnishings & decor / Brent - men's wear & shoes / Carol Brent - women's wear & shoes / Adams - movie cameras, projectors & equipment

SEARS & ROEBUCK

Allstate - tires & automotive / Craftsman - tools & lawn & garden equipment / J.C. Higgins - sporting goods (1908-1962) / Ted Williams - sporting goods (1963-) / Elgin - boats & accessories / Courier & Forecast - luggage / Harmony House - home furnishings & decor / Homart - home improvement needs and water heaters / Tower - cameras & photographic supplies / Honeylane - lingerie / Featherlite - women's shoes / Beckwith - pianos & organs

 

J.C. PENNEY

Foremost - tires, automotive, boats & sporting goods / Penncraft - tools & home improvement needs / Penncrest - home appliances, home electronics, cameras & photographic supplies, film editors, sewing machines, typewriters, adding machines & hair clippers / Towncraft - men's ties & shoes, watches & luggage / Penn-pressed -men's & women's slacks, men's shirts / Gaymode - women's nylons, hosiery, foundations & shoes

NOTE: By 1976, Wards had retired once-popular house brands, such as Riverside, Airline, Signature and PowrKraft. Everything was being sold under a more general Montgomery Ward brand. In the here and now, Sears uses private labels such as Kenmore, Craftsman, Ted Williams and Homart. Likewise, J.C. Penney retired house brands such as Penncrest, Penncraft, Penn-pressed and Foremost. They currently sell merchandise under several exclusive private labels. These include Liz Claiborne, Worthington and Stafford.   

An Epilogue & Epitaph

Graphic from Simpsons-Sears, Limited

Sears expanded outside the "Lower 48," with stores in Honolulu (1941), Havana (1942), Mexico City (1947) and Brazil, Venezuela, Columbia, Peru, El Salvador, Nicaragua, Costa Rica, Panama, Australia and Spain.  A joint venture was formed with Canada's Robert Simpson Company, with the first Simpsons-Sears store dedicated in 1953. 

Catalog Sears stores had been operating in Alaska since the late 1940s. The first Alaskan full-line store opened in 1966. By this time, divisions had been established in Puerto Rico and the US Virgin Islands. Eventually, only stores in Alaska, Mexico, Guatemala, El Salvadore and Puerto Rico would remain in business.

Meanwhile, Montgomery Ward expanded only as far as Alaska, with (apparently) no stores ever established in Hawaii. By the late 20th century, our Big Three merchandisers were in a state of retail retreat. The post-war economic boom, during which all three chains expanded exponentially, was long over.

J.C. Penney attained its largest number of stores ever in 1973, with 2,053 locations. By 1993, Penney's was operating 1,265 stores. Sears clocked in with 859. Montgomery Ward's store count stood at 294...but not for long.

Since the 1970s, The Big Three had been enduring cutthroat competition from discount chains established in the early '60s. First there was Kmart, then came Wal-Mart. Montgomery Ward entered a downward spiral in the 1980s, with rounds of store closings in 1994 and 1997. In December 2000, it was announced that the remaining 251 Wards stores would close, in unison, in March 2001. This ended a retail reign of nearly 130 years.