The Gruen Effect
The Gruen Effect is a biographical film of Victor Gruen, considered by some to be the grand architect of the modern shopping mall and pedestrian zone. His ideas about urban planning have led to cities that serve the new gods of consumption, developing concepts that have reshaped the modern world. But in perhaps the ultimate of ironies, a naïve Gruen initially envisioned shopping centres as utopian communal spaces that would bring people together. However, developers took these ideas to brood the emergence of suburbia and the new era of consumption that would come to define the post-war world. Viewed with a critical eye, and tracing the path from Gruen’s prewar Vienna, to the 1950s America, and back to Europe in 1968, The Gruen Effect can show the themes and translation errors that have come to define intensely colonising urban life, along with a disappointed Gruen appalled at the impact shopping centres have on communities.