Step back with me into a time when the suburbs were blossoming, and shopping malls weren’t just places to buy—they were places to belong. Welcome to Hillsdale Shopping Center, circa 1954. 

Nestled in San Mateo, California, Hillsdale opened its doors in December of '54 as an open-air shopping haven. Anchored by Sears and the very first suburban branch of Macy’s San Francisco, it was more than a retail destination—it was a symbol of postwar optimism, a place where families strolled, teens mingled, and neighbors gathered.

Before the age of enclosed mega-malls, Hillsdale was a breath of fresh air—literally. Its open-air design invited the community to linger, to connect. And it wasn’t just commerce that brought people here—it was culture.

In the 1950s, renowned sculptor Benny Bufano was commissioned to create public artworks for Hillsdale. His whimsical, peace-promoting sculptures—often featuring animals and rounded forms—added a touch of soul to the shopping experience. These weren’t just decorations; they were declarations. Art was for everyone, and Hillsdale made sure of that.

Throughout the '50s and '60s, Hillsdale was a stage for community life. Holiday parades lit up the walkways. Fashion shows turned storefronts into runways. Local musicians filled the air with jazz and swing. It was a place where memories were made—where the mall was the heartbeat of the neighborhood.

And when the sun dipped low on a Friday night, Hillsdale marked the northern end of a beloved teenage ritual. Along El Camino Real, young drivers cruised in chrome-trimmed Chevys and Ford Fairlanes, music pouring from rolled-down windows, laughter echoing into the night. Hillsdale wasn’t just a mall—it was a destination.

By 1970, Hillsdale had grown to over 150 stores, but its soul remained the same. It was a place where art met commerce, where events brought people together, and where the mall wasn’t just a building—it was a community center, a canvas of shared experience.

Today, malls may have changed, but the spirit of Hillsdale in the 1950s reminds us of a time when shopping centers were more than places to spend—they were places to live, to laugh, to love.

And thanks to the outstanding Prelinger Archives we can have a look into the past, back to the lovely 1950s, and Hillsdale - the way it used to be.

THIS drive-in department store, located in a winter resort, is another - and very different example of the trend toward large-scale decentralized shopping units. Although the principal entrance for the automobile trade is on a rear parking court, design interest has been centered, perhaps by force of habit, on the sidewalk approach. Spaciousness, sunlight and hospitality are more important here than the token displays of seasonal merchandise.

The store's bold planes and masses, bathed in sunlight, stand out against a rugged setting of mountains and palm trees. Symmetrically placed wings enclose an attractive entrance patio. The vertical louvers of the second floor are designed for sun protection to lessen the air conditioning load. Materials and colors, outdoors and in, are in harmony with the store's shopping environment.

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The heating and air conditioning system is of the 'reverse cycle" type having three freon compressors equipped with water-cooled condensers; three vertical shell and tube water chillers; circulating pumps, deep well pump, etc. Ten air conditioning units are placed above the suspended ceilings of the store and are used for both cooling and heating.

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source: Design for Modern Merchandising | An Architectural Record Book | 1954

This newest structure in Wieboldt's chain of six department stores, all in the Chicago metropolitan area, incorporates many ideas proved in the owners' long merchandising experience; their first store opened in 1883, the Evanston branch in 1929. The new building is deliberately horizontal because Wieboldt's believes women prefer to shop as much as possible on one floor rather than several. The large site facilitates such a scheme. On each of the three floors above grade land self-service basement) related departments are planned to be contiguous. There are virtually no windows in sales areas. The bays, relatively small, are sized to accommodate a flexible merchandising fixture layout (for which H. Allan Majestic & Assoc. were consultants) and for economy in the reinforced concrete construction.

Walls of the three-story building, virtually windowless, are relieved of monotony by pattern and texture of the face brick. Entrances are spacious, in keeping with Wieboldt's intention of providing friendly rather than frenzied service. Show windows and cases are provided along street facades and entrance shown below for both small objects and large.

Plan of parking building, above, shows lower level at left, upper level at right. Customer driving in at lower level is directed to available parking space, crosses bridge to store Customer leaving store crosses bridge, picks up packages at station on level where her car is parked. In photo of store interior, note simplicity of fixtures and interior treatment, nothing in sales areas is permitted to compete with the merchandise.

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source: Design for Modern Merchandising | An Architectural Record Book | 1954

THIS STORE, finished in the spring of 1952, is the first suburban branch for Martin's of Brooklyn, a department store. In planning, the architect carefully located and articulated the various departments in relation to pedestrian traffic flow, so that men seeking their depart- ment will not have to pass through a women's department, and vice versa. In general, young people's and sportswear, as well as impulse items such as gloves, jewelry, etc. are located at street level, while the higher priced dresses and gift shop are located on the second floor. The architect designed all interiors, including merchandising fixtures and lighting.

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source: Design for Modern Merchandising | An Architectural Record Book | 1954

Welton Becket & Associates, Architects & Engineers Murray Erick Associates, Structural Engineers Hillburg, Byler & Hengstler, Mechanical Engineers Robert Herrick Carter, Landscape Architect

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LOCATED IN WESTWOOD VILLAGE, in suburban Los Angeles, this department store with restaurant on its top floor is especially interesting for its 3-level arrangement of parking and access. By closely correlating garaging and retailing, the architect has achieved a scheme that permits the customer to park his car only a few yards from and at the same level as the section he is visiting. Total parking space will handle 1000 cars.

The design capitalizes on the natural slope of the 4-acre site by providing two principal merchandising levels, each with its pedestrian entrance directly from the street, as well as making possible parking at each level. Six entrances enable the shopper to reach his destination in the shortest possible time, whether he arrives on foot or by car.

Working closely with Raymond Dexter, Bullock's planning director, the architect completely designed the interior, including dress labels and wrapping paper.

The three plans above show how the three levels are articulated for both pedestrians and cars. Middle level ramp entrance from the street is shown above, right. Note the oversized faience tile which was designed by the architect for this job and used on several of the building's elevations.

Several materials are used for the exterior walls: concrete painted pale green, Arizona mint stone, fieldstone, and architect designed large size faience tile. The extensive use of tropical planting emphasizes the California character of the store's appearance

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source: Design for Modern Merchandising | An Architectural Record Book | 1954