Original design by DeWitt & Swank, 1949 (click for larger image)
by Paula Bosse
In January, 1949, Neiman-Marcus announced they would soon begin construction of their very first “branch” store. It was to be built in the new “Varsity Village” shopping area on Preston Road, just south of Northwest Highway (on the east side of Preston, facing Preston Center). This store was referred to in early articles as their “town and country store.” The downtown store was running out of room (in fact the expansion and renovation of their downtown store was announced at the same time as this new “suburban” store) — and the new store was to provide 30,000 square feet of primo retail space.
The original idea for the store’s design is seen in the drawing above, which was accompanied by this caption in a Chamber of Commerce publication:
New suburban shop of Neiman-Marcus Company (pictured above in drawing by Roscoe DeWitt and Arch Swank, architects for the building) is scheduled for construction this year in Varsity Village on a plot 30,000 square feet facing Preston Road and extending from Wentwood to Villanova Drives. The store will conform to the general architectural plan of Varsity Village and will represent a total investment of about $1,500,000. (“Dallas” magazine, Feb. 1949)
I LOVE that drawing! Unfortunately, things changed between the time that DeWitt and Swank offered that initial drawing and the almost three years that passed before the store was actually completed. The store was expanded to two floors (with mezzanine and basement), and… I don’t know — it just lost all of its supercool sleekness. It went from mid-century-modern fabulousness to big boring blocks. I’m sure the interior was still fantastic (designed by Eleanor Le Maire), but that exterior is uncharacteristically (for Neiman’s) blah.
1951, via thedepartmentstoremuseum.org
But back to the decor. This store was aimed at suburban families — the shoppers were primarily stylish mothers with kids, so there was a lot of thought put into making the store appealing to children. The basement — which was home to the toy and nursery department — sounds pretty great, complete with a Willy Wonka-esque attraction: at the entrance was an enchanted forest mural and a giant cage filled with toy animals, and “in the toy shop there is a magic tree — one with a built-in dispenser that pours out an endless supply of orangeade” (Dallas Morning News, Oct. 14, 1951).
The store was designed in a Southwestern color palette, featured a glass mosaic, lots of Kachina dolls, a glass-walled landscaped patio, a specially commissioned Alexander Calder mobile, and it was an immediate hit. The denizens of the Park Cities and Preston Hollow would still have to make the trek downtown if they wanted a gown for that do at the country club, but for casual clothing for mom and a large selection of clothing for children and teens, the “town and country store” was perfect. And nearby.
It lasted until NorthPark opened in 1965. Realizing the Preston Road store would be unable to expand, Neiman’s decided to close the 14-year-old store and move into Raymond Nasher’s striking new NorthPark Center.
via Dallas History Guild Facebook page
Below, two night-time photos by Squire Haskins, taken on May 23, 1952:
via UTA Libraries
via UTA Libraries
Instead of placing a “Grand Opening” announcement, Neiman’s teased the public with a “we’ll be opening soon-ish” announcement (in fact, the store opened exactly one week after the appearance of this ad). This ad describes that the new location will be more geared to families — to children (“from pram to prom”), adult casualwear, and gift items. With a restaurant and salon. The more typical Neiman’s couture lines and more expensive items would be available only “in town.” (Click ad to see a larger image.)
Oct. 8, 1951 ad
In the “Wales” column — a regular feature of N-M ads, with chatty text written by Warren Leslie (“Wa” from “Warren” and “les” from Leslie), a Neiman-Marcus executive and spokesperson and, later, author of the controversial book Dallas Public and Private) — the store’s opening is discussed, including the unexpected appearance of John Wayne (in town for the “Movietime in Texas, USA,” a promotional Hollywood caravan tour through Texas, packed with movie stars (watch cool footage here). Too bad about that orangeade, kids.
One of the features of the new store was a specially commissioned mobile by artist Alexander Calder which hung above the stairway (a bit difficult to see in the photo below, but it’s there!). This was the first permanent installation of one of Calder’s kinetic sculptures in Dallas. (The three photos below are by Denny Hayes.) The staircase was used for fashion shows (watch Channel 5 news footage from a swimsuit fashion show from April 25, 1958 here, via the UNT’s Portal to Texas History site — according to the news script, the last suit was priced at a whopping $500, which in today’s money, would be about $4,500). (UPDATE: Perhaps because of its current financial situation, Neiman’s decided to sell the Alexander Calder mobile, titled “Mariposa” — it was auctioned by Sotheby’s on Dec. 8, 2020 and sold for $18.2 million, far surpassing its high estimate of $8 million — more info and several photos of the sculpture can be found on the Sotheby’s site here.)
1954, via the Dallas Public Library (PA76-1/5388.1)
Those floor-to-ceiling windows and sheer draperies are wonderful.
1951, via the Dallas Public Library (PA76-1/5388.5)
ca. 1954, via the Dallas Public Library (PA76-1/5388.2)
The listing in the 1953 directory described the Preston store as “the New Preston Center Station Wagon Store.” That’s right, the “station-wagon store.”
1953 Dallas directory
In May, 1960 there was a relief drive throughout Dallas to send much-needed supplies to Chile, which had recently experienced almost simultaneous devastating earthquakes, volcanic eruptions, tidal waves, and avalanches. Neiman’s coordinated with several agencies and the State Department to rush food and clothing to Chile. The view in the screenshot below shows Preston Road looking south (watch the 1-minute Channel 8 news footage, via SMU, here).
After 14 years, the Preston location closed up shop in July, 1965. This coincided with the opening of the much larger Neiman’s store in NorthPark. Bye-bye, “suburbia”!
July 15, 1965 ad
The Preston Road building still stands, but it’s not very interesting-looking these days. I think I’d prefer the “blah” look from 1951.
Google Street View, 2017
Sources & Notes
Top image appeared in the Feb. 1949 issue of “Dallas,” a monthly magazine published by the Dallas Chamber of Commerce.
Photos by Squire Haskins are from the Squire Haskins Photography, Inc. Collection, University of Texas at Arlington Libraries, Special Collections.
Photos by Denny Hayes are from the Hayes Collection, Dallas Public Library.
Image of the 1960 Chilean American Red Cross relief drive is a screenshot from the WFAA Newsfilm Collection, G. William Jones Archive, Hamon Arts Library, Southern Methodist University.
Copyright © 2020 Paula Bosse. All Rights Reserved.