When you think of antique malls, most of us imagine a small, dusty mall, with a few signs and a few items to sell.
But this is not the case at the Pall Mall in Holyoke, Massachusetts, the home of the Boston Marathon, the Boston Red Sox and a plethora of other iconic brands.
The mall was built in 1926, after a fire killed one of its two remaining tenants, the National Museum of the American Indian.
Its interior is filled with art, furniture and jewelry, but it also has a history of serving up quirky and whimsical items to the public.
There’s an authentic 1930s theme, as well as some great, old-fashioned Americana and Victorian art.
It was an unlikely spot to make a statement.
The Mall was once the home to a small grocery store.
It was the last remnant of the old town of Boston, and was just a few miles from the Boston Convention Center.
And it was only about a half-mile from the home plate at Fenway Park.
That meant the Mall was the perfect location for a fashion brand to establish a foothold.
In fact, the brand was planning to open at the mall, despite its small size, in late February 2017.
But they had to change course, as the Mall wasn’t in good shape.
“We thought we’d have a little bit of time to prepare,” said Adam Bortnick, the mall’s general manager.
“But the weather and the fire took that away.
So we had to pull back.”
The brand took the mall down to the basement and renovated it.
The renovation was not easy, but Bortnik said the goal was to get the mall ready to reopen.
He and his team made sure the mall was well-lit and maintained.
They also brought in some of the city’s best antique shops to help out.
The brand plans to bring in a variety of items for the refurbishment, including an old-style “shelter” sofa and a pair of wooden walkers, and the team plans to continue using the old Macy’s catalogs for the interior decor.
It will also use the mall as a store for the brand’s signature products, like the “Door to Door” shoes.
“When we were working on the interior, it felt like it was our dream to open a fashion store,” said Bortnicks co-owner Andrew Litt.
“And when we went back and looked at the exterior, we realized we were going to have to get that back.”
They were also looking for a place to store the items, which meant putting the mall up for sale.
But Bortnicks team was not looking for cash, which would be hard to find.
He also said they had a lot of work ahead of them, including putting together the marketing campaign, which he said will include some new merchandise and signage.
“It was a huge decision,” said Litt, adding that the brand has been trying to figure out the best way to get people interested in shopping at the Mall.
“We are so excited to be opening at the Massachusetts Mall,” said Gail B. Bickley, the co-founder of the mall and president of the nonprofit organization Save the Pall.
“The Mall is a unique place for us to make our mark on the city of Boston.
It’s a place where the city is so proud of us.
I am so proud to be working with Adam and his staff and to be able to help them create a brand that will attract a broad audience.”
The brand will be located at 438 Massachusetts Avenue.
The first floor will be home to the Mall’s gift shop, while the second will be used for the Brand Identity Management department, which will work with other departments in the brand to make sure the brand continues to attract consumers.
While Bortns remodel is taking place, the Mall will be open for business, with the Brand Design department hosting a new presentation.
Bortnick said they have also made sure to get rid of some of their clutter.
He said that he had planned to open the mall a few years ago and that the new remodel was the first time the brand had been able to get away with doing so.
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