"Share The Spirit This Holiday Season At Midtown Plaza" poster - green background, 1999

Midtown Plaza was the first downtown indoor shopping mall in the United States, opened in 1962. This collection consists of concept art, floor plans, architectural drawings and other ephemeral materials related to Midtown Plaza. Several items related to the Midtown Monorail and Christmas celebrations at Midtown are included. Also included is concept art for a planned Rochester Telephone Corporation building at Midtown. Much of the material in this collection is undated; the dated items come from 1978 to 1999, but it is clear that many items are significantly older. Several drawings bear labels as being from the studio of Victor Gruen, and must date to the era of Midtown's construction, circa 1960.