The history of the shopping mall is credited to architect Victor Gruen who planned some of the first regional shopping centers in the United States. The documentary, “The Gruen Effect,” directed by Anette Baldauf and Katharina Weingartner is an exploration into the life and work of Gruen. “How fundamentally his concept would change the world was something that not even this immigrant from Vienna, who was noted for thinking big, could have foreseen.” The doc explores the social implications of the social consumer and the shopping experience allowed by large scale malls. Well worth a viewing.
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