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The Gruen Effect: Victor Gruen and the Shopping Mall


April 23, 2013
by Canadian Architect

On Thursday, April 25th, join d. talks in Calgary for a screening of the film The Gruen Effect; an engaging panel discussion will follow. d.talks are conversations about design and the built environment.

In The Gruen Effect, an architect’s life, work, and critical humour become a means to make sense of the cities we live in today. The Viennese architect Victor Gruen is considered the father of the shopping mall. His ideas about urban planning, both influential and abused, have led to cities that serve the needs of consumption. By tracing Gruen’s path from prewar Vienna to 1950s America and back to Europe in 1968, the documentary explores the themes and mistranslations that have come to define urban life.

The panelists representing independents to malls include: Michael Kehoe, retail real estate broker, Fairfield Commercial Real Estate Inc.; Marcel Proskow, Maxam Design International; Reid Pollock and Liam Rodgers, Understudy.

The event takes place at 525 8th Ave SW, +15 level in Calgary at 6:30pm on Thursday, April 25, 2013 (doors open at 6:00pm). There is parkade access off 9th Ave SW.


the gruen effect: victor gruen and the shopping mall
the gruen effect: victor gruen and the shopping mall


Canadian Architect

Canadian Architect

Canadian Architect is a magazine for architects and related professionals practicing in Canada. Canada's only monthly design publication, Canadian Architect has been in continuous publication since 1955.
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