Merry Christmas!

It’s Christmastime 1966, and here’s one more look at the Grand Union complex in East Paterson, New Jersey’s Elmwood Shopping Center. A cold night, to be sure, but the spirit of Christmas in the air and the glow of neon help to warm things up. The Grand Way store is in place now, welcoming shoppers for its first Christmas season. A tall, elegant Christmas tree stands near the store’s entrance.

I want to take this opportunity to thank everyone who has visited this site since I launched it back in July. Whether you stop in once in a while to see what’s new, just found it by chance, or make it a regular part of your surfing day, it’s greatly appreciated. I especially want to thank those who’ve commented, and those who have sent me such kind emails, full of wonderful memories of your own. I’m overwhelmed by them, and it definitely makes the time and effort worthwhile.

Like many of you, I will be traveling over the coming week, so this is likely the last post until the New Year. May the True Joy of Christmas be yours, may your holidays be great and spent with family and friends, and may you each have a wonderful and healthy New Year!

Dave

Safeway's Season's Greetings

An 80-foot tall sequoia becomes a majestic Christmas tree in this 1965 Lake Oswego, Oregon view. Safeway endeared itself to the local community by sparing the tree when constructing their new marina-style store. When they subsequently sprung for annual lighting of the tree and appearances by Santa Claus, who would have shopped anywhere else?

Thanks to "Sputnikmoss" of the Portland Area Mid-Century Modern League for informing us that both the store and the tree still exist, at 401 A Avenue, Lake Oswego, Oregon. And they still feature the annual tree lighting celebration with Santa Claus!

Sears - Wish Book Wonderland

Getting super close to Christmas, so let’s take a very quick look at Sears, a veritable Warehouse of Christmas Dreams for generations of Americans. This particular store was located at the Logan Square shopping center in Norristown, Pennsylvania, not far from Philly. It was brand new and all decked out for Christmas at the time this photo was taken in 1966. The building still stands (with the three flagpoles, yet!) in recent photos, but is no longer a Sears.

Speaking of the Wish Book, here’s a great website that features vintage department store Christmas catalogs – Sears, Penneys, Wards and more – that a group of folks have painstakingly scanned in full. It’s a real treat!

Elmwood Shopping Center, 1952

Here’s an aerial view, from 1952, of the Elmwood Shopping Center - home of Grand Union’ s headquarters and flagship store. The second largest retail tenant in the center was Neisner’s, a major variety store chain at the time, and probably the only one who didn’t have a set of initials before its name, unlike its competitors – F.W. Woolworth, W.T. Grant, S.S. Kresge, J.J. Newberry, G.C. Murphy…

The parking lot to the left of the shopping center at the edge of the photo would become the future location of the Grand Way store which opened, as previously mentioned, in 1966.

On Their Toes at the Grand Union

Without a doubt, the employees of this particular Grand Union were “on their toes” on a regular basis, due in no small measure to the fact that Grand Union’s corporate honchos held court directly above their store. The photos above, from 1952, show the company’s brand-spanking new corporate offices which opened in November 1951 (the store opened the following April) in the Elmwood Shopping Center at 180 Broadway in East Paterson, New Jersey.

In 1950, Grand Union announced their intention to vacate their longtime offices at 50 Church Street in Manhattan and move to Bergen County, NJ, a bustling, densely populated suburban area located across the river from New York. Many American companies from the 50’s through the 70’s forsook their downtown offices (A&P would finally move from their NYC offices to Montvale, NJ nearly 25 years later) for sprawling, beautifully landscaped suburban campuses, but a shopping center? This was something else again, and it garnered Grand Union a fair amount of favorable publicity in such publications as the New York Herald-Tribune, Fortune, Time and Architectural Forum, from which the above photos were taken. In both perception and reality, the move allowed Grand Union to “get close” to their customers.

The Grand Union store at this location was understandably used as a proving ground for the chain, and one of the obvious manifestations of this was in the area of store layout, as clearly shown in the store’s “planogram” (to use a modern-day term) shown in the last photo. The Elmwood store layout was aptly likened in a June 1955 Fortune magazine article to a wagon wheel, with “numerous aisles that fan out as do the spokes of a wheel”. A striking departure from standard supermarket aisle design, this unconventional design was championed by Grand Union president Lansing Shield (lionized in previous posts) with a view toward using it in more of the chain’s stores.

It’s interesting to ponder why this unique layout ultimately failed to win favor over the age-old parallel aisle design that still predominates in the supermarket business. Perhaps customers were consistently confused by the layout or over time found it tiresome. Maybe older shoppers had difficulty navigating the different departments. I’m fairly certain that cost played a part, with extra travel time required to restock the shelves. Another probable factor would have been the need to maximize shelf space as the number of items the average grocery store stocked absolutely skyrocketed in the late 50’s and throughout the 60’s.

In the summer of 1956, the flagship store was damaged by fire, forcing it to close for three months. A temporary store was set up in a circus-style tent on the parking lot. A slightly expanded version of the store reopened, with the glassed-in vestibule extended toward the direction of the parking lot. In 1966, a two-story, 100,000 square foot Grand Way department store was built at the opposite end of the shopping center.

On a recent business trip to New Jersey, I decided one evening to swing by the ol’ Elmwood in hopes of taking a close look at the store and HQ, curious to see who now inhabited it. To my surprise, the shopping center was still there, but the Grand Union headquarters building and store were completely gone! The headquarters portion was torn down and replaced with single story stores and a standard-issue Walgreens now stands where the GU store was in the foreground of the first photo. Time most certainly does march on. The Grand Way store is fairly intact from an exterior standpoint and is now a (Big)Kmart.

And by the way, if you look for East Paterson, New Jersey on a current map, you won’t find it. In 1973, the town’s name was changed to Elmwood Park.