The Avenue, a vast retail wing of the American Dream Mall, has opened its doors to the public. Located at 1 American Dream Way in East Rutherford, New Jersey, The Avenue is the latest addition to the 3.3-million-square-foot destination, which has gradually opened after a temporary half-year closure in 2020. The long wing is located on the eastern end of the complex and focuses on designer retail shops, with Saks Fifth Avenue as the largest tenant.
Designed by GH+A and Adamson Associates with Gensler as the lead design architect for the master plan redevelopment, the retail and entertainment facility holds the title as the second-largest shopping mall in the United States. Triple Five Group owns and operates the property and also owns Minnesota’s Mall of America, which remains as the country’s largest mall. American Dream Mall first opened its doors to the public on October 25, 2019, some 15 years after the initial groundbreaking and numerous design changes and pauses in construction.
The Avenue at American Dream Mall. Photo by Michael Young
The Avenue can be accessed from the first and second levels by this giant chandelier hovering over the rotunda.
The tall chandelier in front of the Avenue at American Dream Mall. Photo by Michael Young
From here is a straight hallway with lights dotting the wide vaulted ceiling and a weave of crisscrossing lines. Artwork is scattered across the floor space, while future storefronts are temporarily covered with colorful artistic prints.
The Avenue at American Dream Mall. Photo by Michael Young
Large topiary are placed atop abstract figureheads and oversized hands, while the dark floors contrast with the white ceiling above. This is the only part of the American Dream Mall to use this fish scale-like pattern of reflective black tiles.
The Avenue at American Dream Mall. Photo by Michael Young
The Avenue at American Dream Mall. Photo by Michael Young
In the center is a long rectangular fountain clad with gold-colored tiles and a row of numerous streams of arched water.
The Avenue at American Dream Mall. Photo by Michael Young
At the opposite end of The Avenue, the ceiling turns into a giant glass skylight. Fountains with tall trees and shrubbery surround the shops. Hermès, Johnny Was, Mulberry, Dolce & Gabbana, and Yves Saint Laurent are some of the open and operating storefronts, while Saks Fifth Avenue is also open to shoppers. Across is a sit-down restaurant called Carpaccio. Other future stores that have yet to open include Jonathan Adler, Alexander Wang, and Tiffany & Co.
The Avenue at American Dream Mall. Photo by Michael Young
The Avenue at American Dream Mall. Photo by Michael Young
The Avenue at American Dream Mall. Photo by Michael Young
Saks Fifth Avenue at The Avenue at American Dream Mall. Photo by Michael Young
Saks Fifth Avenue at The Avenue at American Dream Mall. Photo by Michael Young
Carpaccio at The Avenue at American Dream Mall. Photo by Michael Young
In one of the open pools were live koi fish.
Live koi fish at The Avenue at American Dream Mall. Photo by Michael Young
One final grand addition to the American Dream Mall is the ongoing construction of an observation wheel on the southern side of the building. None of the passenger capsules have been installed yet and it’s unclear when this will be operational. We can see the potential vantage points from the top with views looking toward the entire Manhattan skyline stretching from Midtown to the Financial District.
The observation wheel at American Dream Mall. Photo by Michael Young
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The American Dream? More like the American Nightmare. Boy, has this project been through a lot. But hey, at least it’s not stalled and ugly-looking. And, so far, it hasn’t been totally bad, apart from the poor and outdated engineering in some places and other strange-looking installations.
How can on the one hand, you call it the american nighmare, and in next sentence state it’s not “ugly-looking”. I personally am a big fan of buying things in stores, talking to sales people not to a phone….but, to drive to a parking lot in the middle of a swamp and parking in a bunker, and strolling through a garish and fake city street ….. I’d rather stay home and watch netflix. Bring back city centers and town squares. This hole endeavor is hideous…and, from the ferris wheel, looking over……rooftops of warehouses?
I was referring to the process of construction.
“The Avenue can be accessed from the first and second levels by this giant chandelier hovering over the rotunda”.. Accessed by who?? Tarzan ?
Unfortunately as “elegant” as this “Las Vegas-style”
DREAM MALL is, the entire shopping experience has changed due to the internet/Amazon and Covid.
I really don’t think Saks and these high-end boutiques will survive, because most people
will visit to stroll the long walkways and take Instagram selfies, of the giant heads, the chandelier and the koi fish. 🤓
I expect most of the stores will close within a year, due to high rent leases and lack of customer purchases.
Soon it will be featured on “Abandoned Malls” on You Tube. ☹
You are right about that. many people are shopping on line just don’t want to step out the house and deal with all the chaos. But than going back into the store will bring back that old feeling of excitement. it does for me .
Thanks Nat, I agree.
My point is about the Dream Mall itself, but personally I enjoy the social interaction of a mall, and to purchase in PERSON, not online.
Dream is a Halloween nightmare, an everyday nightmare. The whole thing is spooky…a shopping center without a community. Halls of no stores, the ugliest planters in the western world, a tasteless chandelier that is also an elevator?!?! lol……I say take the parking lot, and put up a paradise. One giant parkland would be the only savior for this billion dollar boondoggle. If only the developers had located this thing in downtown Newark inside of a few old department stores, used the transportation systems, invested in new housing, and other amenities….and made a place that people want/need to go.
Hideous. I’d rather go to Garden State.
Very true.
I went to American Dream this past summer and it is just way too big. There is also a massive amount of unrented retail space- probably more than what is rented (not counting the insanely expensive amusement facilities- pool, ice rink, ski slope, etc.).
Need to shop- go a bit further north and stick with Garden State Plaza.