Crestwood Plaza, Watson Road & Sappington
When’s the last time you went to Crestwood (yes, I know it has a new name but it will always be to me) Plaza? Judging by how dead the place was, I’m guessing “don’t remember” would be a common answer.
Even before Macy’s permanently closed the doors in March 2009, one had to dodge the tumbleweeds blowing through. Walking through the mall made me think of Dawn of the Dead, waiting for zombies to pop out of what used to be Walden’s Books and rip my arm off.
It used to be ultra creepy, now it’s “come in and play” because the owners of this dying mall followed through on some creative thinking, and they may just wind up making more money from this new venture than any attempts to revive it as a retail destination.
ArtSpace just threw a grand opening party, and everything about it was inspiring and delightful. Just to see the parking lots full and people crowding the mall was a minor miracle. That the hubub was for cultural arts rather than vacant consumerism was a major miracle.
I was itching to check out this brilliant adaptive re-use idea during the formative stage, but just never got around to it, as Crestwood Plaza was still creeping me out. So, throwing this party assured there would be live human beings around to keep me safe. Another incentive was to see the photography of Robert “Ferd” Frank (he was John Mellencamp’s bassist back when he was Cougar), whose work is displayed – and for sale – within Design Extra Interiors (photo above).
Yes, there’s a full-service interior design firm in the mall. It just makes so much sense that you have to wonder why this hasn’t happened before!
Remember all the art studios in downtown St. Louis before the loft rehab boom? That same concept in urban vertical has now gone suburban horizontal. All of the empty spaces inside the mall are renting for insanely cheap prices to anyone willing to put their own money and sweat equity into re-purposing dead retail spaces (where – as above – dressing room doors become display space) . That’s insane amounts of square footage already tricked out with everything you need in a setting designed for high traffic with maximum visibility.
Along with all the merriment of the day, I took perverse delight in Structure becoming Three-Legged Productions…
…and Mrs. Fields serving as advertising for the dance hall across the way…
…and Frederick’s of Hollywood goes Chicque.
There’s still a handful of “real” retail in business like Footlocker, Victoria’s Secret and Claire’s Boutique, but on this day those stores were pretty dead because there was too much excitement elsewhere. Actually, “dead” would be a normal day for Claire’s at Crestwood, but that’s the beauty of this venture: any of the retailers who have hung on will certainly reap the benefits of increased traffic.
And because the place is alive with music, and performers and playful shenanigans, it will inspire folks to make spontaneous purchases of arts, crafts and glitter lip gloss and Kenmore appliances.
As I was taking the photo above, a lady walked up to me and said, “When I moved to St. Louis in 1965, this was the place to be. It’s been painful to watch it die. But today, I’m feeling like it can become that again, and I couldn’t be happier.” Then she caught sight of a stilt-walker sauntering by and drifted off with a huge smile on her face.