Control Center, Midtown Plaza, Rochester NY 1963

This authentic 1960s color photograph, captured in 1963, provides a rare look into the advanced technological infrastructure of Midtown Plaza in Rochester, New York. The archival image showcases the mall’s centralized control center, which served as the “brain” for the pioneering urban complex. The room is equipped with a sophisticated array of mid-century electronics, including a bank of four small security monitors mounted above a complex switchboard console. To the right, large metal cabinets house additional monitoring equipment with analog gauges, toggle switches, and status lights, used to manage the mall’s lighting, HVAC, and security systems. A simple folding chair and an analog wall clock reflecting a time of 10:10 add a human element to this industrial setting. Midtown Plaza was world-renowned for its integrated technology, which allowed for the seamless operation of its multi-level shopping concourse, office tower, and underground parking garage. While the mall was demolished in 2010 to make way for modern redevelopment, this factual record preserves the high-tech optimism that defined the first urban indoor mall in the United States. All our images are available as royalty-free instant downloads for use in books, media, and creative projects – or make your own prints for home, work, or as a truly unique gift.