An officially released post card for Westfarms: "A regional retail development, is designed to be the most complete marketplace of its kind in New England. Westfarms site spans the boundaries of three outstanding Connecticut communities: West Hartford, Farmington and New Britain."
Ah yes, the 1970's. This comes to us from a time inconceivable to today's generations. A time when malls were a thing of destination, boasted on laminate post cards as vacation-like attractions with unbound amenities like air conditioning, imported terrazzo and marble floors, full-service boutique and specialty stores, gardens and water displays.
This is one three known post cards sold to promote Westfarms mall.
This very rare vantage point features the Hartford-based Sage-Allen anchor, which was one of three department stores at Westfarms upon its opening in September 1974. While no year is disclosed on this card, we can imagine this was within the tender years of Westfarms mall's opening -- one of the most unbelievable interior shopping centers of its time.
We can immediately identify the staples of yesteryear shopping mall charm: a bevy of plants, odd sculpture art and, of course, a grandiose fountain to garnish the luxury. We also see some Taubman-design mainstays as well: sharp, modern and meticulously clean geometry at floor and ceiling level, done with absolute, uncompromised elegance and simplicity the Taubman company was pre-eminent for.
We've covered those illuminated twin-towers before; just one of a dozen or so throughout the mall, designed by the now late Wen-Ying Tsai. These were the only feature to be removed fairly early on, not surprisingly as guests likely tampered with them quite a bit. These lighted towers were mildly interactive, reactive to sound via hanging microphones strewn about the mall. Guests would light the towers based on sounds emitted. Tsai's pillars of this community would go nearly forgotten today as they are somewhat obscured in the mall's history but also not listed on his own chronicle of works.
Unlike our other two post cards, we see an array of bygone sights and storefronts not seen before: the once empirical men's dress shoe chain Florsheim still exists in name today though their generous acreage here at Westfarms is long gone.
Nut House, a shop entirely dedicated to exotic array of nuts and nearby CB Perkins Tobacco, both genuinely 1970's-era chains that would have no business in a mall setting today. Perkins, which was owned by the Stop & Shop Companies (which was also under the same umbrella for Bradlees) could also be enjoyed inside the mall at this time.
On the lower level, we have what looks to be an integrated, open-air cafe. To the right of Sage-Allen is Fields Hosiery, a tame destination for ladies' intimates (unless you count that orange shag carpet!) and Natural Cosmetics, one of the most believably timeless looking shops represented.
We cannot forget that memorable glossy, piano black Information tower, a kiosk dedicated to stroller rentals and general mall information. Yes, it still exists in some form today. These beacon-like Information towers were yet another Taubman mall feature, which was finally retired in 2001..
Of course, the main feature here is Sage-Allen, whose two-level Westfarms presence was rarely caught in photos and also a formidable, long-time rival to G. Fox who also anchored the mall at opening. Interestingly, the exterior entrance to Sage-Allen is now macy*s Men's Store, whose done absolutely nothing to the funky accordion-style, retrograde exterior facade facing New Britain Ave.
You can almost smell the roasted walnuts, wildlife and cavendish from here...
A world exclusive! Super HD Scan by The Caldor Rainbow. Published by NATCO, Natural Color Cards Co.
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