When architecture was dumped

The arcades can be associated with the origins of the modern day mall. These structures “which are house no less than street” allowed shopping to continue even when the weather was bad and when the sun went down (Benjamin 10). They eliminated the component of traffic from these streets which allowed the consumer to consider themselves part of a mass (Benjamin 43). But while arcades facilitated this evolution of shopping, the comprehension that “construction plays the role of the subconscious” facilitated the revolution (Benjamin 3).

The arcade, which took advantage of the new construction technologies - iron and glass - looked towards architecture to help exponentially enhance the shopping experience. Soon the architecture not only became part of the merchandise but was the merchandise. The look and location began factoring in consumers decisions to purchase. “The consumer cannot appreciate these degrees [quality of material]; he judges only according to his senses” (Benjamin 51). Architecture, the double and triple story spaces, endless hallways and glass roofs, appealed to these senses.

The arcade was the source of architectures influence in retail and was also the place where is got dumped. The realization or as Walter Benjamin states “turning point in history,” that displaying goods “from floor to ceiling…to garland his façade like a flagship,” plays into the subconscious even more and made architecture the background dressing. “Soon the name of the shopkeeper, the name of his merchandise, inscribed a dozen times on placards that hung on the doors and above the windows, beckoned from all sides,” is all the consumer noticed (Benjamin 60).

The Arcades can be associated with the origins of the modern day mall. Unfortunately, the modern mall forgot about how architecture once appealed to the subconscious. It is architects jobs to push aside names and placards and let architecture regain the led roll again.