South Shore Center in Alameda, California has long stood as a unique presence in the East Bay retail landscape. Opening on August 21, 1958 with just 12 stores, it was one of the earliest open-air shopping malls in Northern California.
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| Annotated Apple Maps view of Alameda showing the location of South Shore Center, positioned off Park and Otis. |
Built by the Utah Construction Company on 65-acres in the overall 400-acre landfill addition to Alameda, architect Robert B. Liles designed the mall to complement Alameda’s mild, breezy climate and scenic shoreline.
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| From a August 1958 Oakland Tribune ad—South Shore Isle, the landfill addition to Alameda, was marketed as a new adventure in living. Besides the mall, it included hundreds of homes for an expanding East Bay population. |
Dubbed "The Miracle of Alameda," the mall was originally anchored by Woolworth’s, JCPenney, W. T. Grant, Lucky Stores, and Safeway, South Shore served the area’s growing suburban population with a mix of national and locally owned shops. Unlike the enclosed malls that came later, it kept its open-air layout, making it a welcoming, walkable retail destination known for its sunny paths and small-town feel.
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| A 1958 aerial view of South Shore Center in Alameda, shortly before its grand opening. JCPenney, Lucky Stores, and Woolworth’s opened on August 21, followed by W. T. Grant and Safeway later that November. The shopping center brought modern retail to the shoreline during the postwar suburban boom. |
Mervyn’s brings new energy to South Shore Center
On October 4, 1972, Mervyn’s opened a major anchor store at South Shore Center, just as the brand was expanding rapidly throughout Northern California. Founded in San Lorenzo, Mervyn’s was known for its affordable clothing, home goods, and family-friendly vibe.
The addition of Mervyn’s helped transform South Shore Center into a regional destination, attracting shoppers beyond Alameda and keeping the mall relevant during a competitive era of suburban retail growth. Although the venerable W. T. Grant discount store closed down in 1974, the mall continued to thrive.
First major renovation at South Shore Center
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 format remained open-air, these updates gave the center a more contemporary appearance that carried it into the next retail era.
By 2004, South Shore still had its mid-’80s look: shaded storefronts, some aging architecture, and a mixture of chain stores and local favorites. Mervyn’s still stood proudly, even if its best days were behind it.
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| A view of South Shore Center in 2004 before its remodel, with Mervyn's on the left—still beloved for its charm and open-air walkways. |
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| South Shore Center in Alameda, 2004 — featuring storefronts like GNC and Bon Voyage Luggage & Gifts. A lone payphone stands nearby, a quiet reminder of pre-smartphone days. This building, part of the 1984 expansion, was removed in the 2007 remodel. |
Second major renovation: South Shore becomes Alameda Towne Centre
In 2007, the center underwent a major transformation—this time rebranded as Alameda Towne Centre. While the name change felt like a reach, the remodel itself was genuinely impressive.
Field Paoli, the redevelopment architectural firm charged with updating the center, also did Palo Alto's Stanford Shopping Center. The new center had tasteful building materials, superb landscaping, and unusual mall art that complemented the contemporary styling of the mall.
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.
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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. |
Back to the name everyone knew: South Shore Center
Though the “Alameda Towne Centre” name stuck around for a few years, locals kept calling it South Shore, and eventually, the official name returned to what it always had been.
The new layout brought fresh life and relevance to the South Shore Center shopping experience. And today, it continues to serve as a vibrant, open-air shopping destination at the heart of Alameda.
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