The Bell Street Mall
Bell Street, Heidelberg West, 3081.
The Bell Street Mall opened in 1956. Located near the Olympic Village, it was Victoria's first drive-in shopping centre and a symbol of Australia's post-war development and modernity.
The Bell Street Mall neon sign was built into the roof of the shopping centre and remains in almost original condition. The sign consists of a framed metallic board with stylised neon lettering spelling "THE BELL ST. MALL". The neon is a cyan colour with the exception of the word "MALL", which is composed of pink neon. A stylised bell is painted onto the sign beneath the words "THE BELL ST.". The sign has a neon display on its front and reverse, both identical.
The sign also features the stylised painted image of a mother and her daughter holding flowers, but this may have been a later addition. Painted at the bottom of the sign are the words "SINCE 1956". A mobile telephone tower has been mounted atop this sign.
The Bell Street Mall sign is showing some wear, but is in full working order on the east-facing side, whilst only "THE" is illuminated on the west-facing side. The sign is illuminated nightly.
Bell Street, Heidelberg West, 3081.
Photos
Description
The Bell Street Mall opened in 1956. Located near the Olympic Village, it was Victoria's first drive-in shopping centre and a symbol of Australia's post-war development and modernity.
The Bell Street Mall neon sign was built into the roof of the shopping centre and remains in almost original condition. The sign consists of a framed metallic board with stylised neon lettering spelling "THE BELL ST. MALL". The neon is a cyan colour with the exception of the word "MALL", which is composed of pink neon. A stylised bell is painted onto the sign beneath the words "THE BELL ST.". The sign has a neon display on its front and reverse, both identical.
The sign also features the stylised painted image of a mother and her daughter holding flowers, but this may have been a later addition. Painted at the bottom of the sign are the words "SINCE 1956". A mobile telephone tower has been mounted atop this sign.
The Bell Street Mall sign is showing some wear, but is in full working order on the east-facing side, whilst only "THE" is illuminated on the west-facing side. The sign is illuminated nightly.
Further Information
- Wixted, D., Zahra, S. & Reeves, S. (2008) Survey of Post-War Built Heritage in Victoria: Stage One. Report for Heritage Victoria, p.229.
Location Map