South Shore Center in Alameda, California has long stood as a unique presence in the East Bay retail landscape. Opening in 1958, it was one of the earliest open-air shopping centers in Northern California—taking advantage of the island’s mild, breezy climate and scenic shoreline location.
Anchored in its early years by Woolworth’s, JCPenney, and Safeway, the center served the growing suburban population of Alameda with a mix of department stores, drugstores, and independent shops. Unlike the enclosed malls that would dominate later decades, South Shore Center retained its outdoor format, becoming a local fixture known for its sunny walkways, neighborhood accessibility, and unpretentious charm.
1970s–Mervyn's arrives
In 1972, a significant addition came with the arrival of Mervyn’s, which opened a new anchor store at the center during the chain’s rapid expansion across Northern California. Founded in Hayward in 1949, Mervyn’s was known for its accessible pricing and family-friendly merchandise, offering clothing, home goods, and essentials under one roof. Its addition gave South Shore a fresh anchor with regional recognition and signaled the mall’s ongoing relevance in an increasingly competitive retail market.
1984–1985: major renovation and expansion takes shape
As competition from enclosed malls like Oakland’s Eastmont and San Leandro’s Bayfair intensified in the early 1980s, South Shore Center began to show its age. To remain relevant, the property underwent a significant renovation and modest expansion in 1984–1985 aimed at refreshing its image and stabilizing tenant interest.
The updates included modernized façades, new exterior paint, updated signage, and fresh awnings throughout the property. A notable tenant shuffle also occurred: Lucky Stores was relocated to a new structure at the south end of the center, while its former space was reconfigured for Ross Dress for Less, a rising discount chain at the time. The refreshed lineup included stores like Pretty & Plump, La Petite Boulangerie, and the enduring Walgreens, which underwent its own remodeling as part of the update.
Though the center retained its signature open-air layout, the mid-80s renovation helped project a more contemporary feel—balancing South Shore’s coastal charm with the evolving retail expectations of the decade. These improvements laid the groundwork for a much larger redevelopment in the mid-2000s, one that would bring national chains, redesigned common areas, and a more curated shopping experience to the Alameda waterfront.
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| A slightly somber view of South Shore Center before its 2007 remodel—still beloved for its charm and open-air walkways. |
The 2007 remodel: welcome to Alameda Towne Centre
So when the mall remodeled again in 2007, it would no longer by called South Shore Center. Now it would be called Alameda Towne Centre ("town-ee cen-tree"). I knew the island was old, but I wouldn't say Alameda was olde worlde. I can forgive.
Field Paoli, the redevelopment architectural firm charged with updating the center, also did Palo Alto's tony Stanford Shopping Center. The new center had tasteful building materials, superb landscaping, and unusual mall art that complemented the contemporary styling of the mall.
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| The updated fountain area at South Shore Center blends contemporary design with laid-back Bay Area vibes. |
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| A sunny afternoon in the center court of South Shore Center, now filled with retailers and welcoming open spaces. |
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| The redesigned South Shore Center maintains its coastal charm while updating the retail experience for a new era. |
From Mervyn’s to modern retail: new tenants, new energy
Many big-box retailers moved into the mall, including Borders Books, TJ Maxx, Bed Bath & Beyond, and Old Navy to join an existing line up that included Kohl's, Trader Joe's and Super Safeway. That rather small JCPenney went away, almost hard to believe it was once there. Many of the inner mall spaces hadn't been leased, yet, but there were still a number of earlier stores that survived the remodel.
Still South Shore, still loved
Okay so the new name was rather short-sided. It wasn't in the town center, nor was it old world. Everyone still called it South Shore, and that's what the name eventually returned to be. Can I say the character of the old '80s architecture was sorely missed? Not really, the new version is definitely better. I still love this place, and look forward to more.
Comments
Small Town Community."
Upgrading of a community shopping area can be accomplished without the total lack of consideration and understanding of sensible re-development.
Thank you