A historic retail block transformed: The Pizitz and New Ideal buildings then and now
February 6, 2022 · Culture & History, Develop, Live, Uncategorized
From the early 1900s through the 1970s, downtown Birmingham thrived as a retail hub. Streets buzzed with activity as small businesses —many founded by immigrants — lined the avenues, weaving together a vibrant commercial tapestry that defined the city’s core. These entrepreneurs, arriving with little more than determination, transformed Birmingham’s downtown into a bustling marketplace of opportunity.
Today, downtown retail is experiencing a renaissance. Once-forgotten department stores are being reimagined for modern life, blending historic charm with contemporary function. Two prime examples of this revival are The Pizitz and New Ideal — former icons of retail that now anchor downtown’s mixed-use resurgence.
New Ideal: Then
In the early 20th century, the New Ideal department store was a staple in women’s fashion. Established in 1908 by Robert Aland, the store evolved alongside the city, changing locations before settling at 1813 2nd Avenue North in 1935 — nestled between fellow retail giants Pizitz and Sears.
When Sears relocated in 1941 to what is now Innovation Depot, New Ideal seized the opportunity to expand into the coveted corner spot. For nearly nine decades, the store served Birmingham shoppers before ultimately closing its doors in 1990, marking the end of an era.
New Ideal: Now
After sitting vacant for nearly 30 years, the New Ideal building has been thoughtfully revived. Developers transformed the space into a vibrant mixed-use development, complete with retail on the ground floor, additional parking and upscale residential lofts above.
Historic elements like terrazzo flooring and exposed brick have been preserved and paired with sleek, modern finishes — creating a unique aesthetic that honors the building’s past while embracing the future. Located in the heart of downtown, these lofts exemplify urban living at its finest.
The Pizitz: Then
When the Pizitz building opened in 1925, it was more than a department store — it was a symbol of ambition. Russian immigrant Louis Pizitz arrived in Birmingham around 1906 with a dream to lead the city’s retail scene. That dream came true when he unveiled the largest department store south of the Ohio River, boasting 74 departments at its flagship 2nd Avenue North location.
The Pizitz was a holiday destination in its own right. Its elaborate Christmas window displays enchanted generations, sparking a friendly seasonal rivalry with Loveman’s, another iconic department store (whose building now houses McWane Science Center). In the 1960s, the Pizitz sales and promotion department, realizing that the outdoor Christmas displays were such an attraction, hit upon an idea that would become a powerful weapon in the annual yuletide war. The sixth floor of the building was turned into an “Enchanted Forest,” featuring animated figures intended to depict a village of bears. The forest proved to be a popular draw that fast became a holiday tradition for Birmingham families.
By the late 1980s, however, the shift to suburban malls led to the closure of the downtown Pizitz location, ending its run as a retail giant.
The Pizitz: Now
Fast forward to today, and The Pizitz has found new life as a dynamic mixed-use destination. The building now features a lively food hall on the ground floor, with an eclectic mix of global cuisines and boutique retail shops. On the mezzanine, Forge co-working space offers a modern, collaborative environment with views overlooking the bustling food court below.
Above it all are sleek residential units — providing residents with the ultimate convenience of living right above a culinary hotspot. The Pizitz has quickly become a favorite gathering place for locals, offering the perfect spot to grab a bite, sip a cocktail or simply soak in the energy of downtown Birmingham.
The building’s basement is home to Sidewalk Cinema, an independent movie theater that adds an artistic flair to the Pizitz experience.
Downtown Birmingham’s past and present coexist beautifully in spaces like The Pizitz and New Ideal. These buildings stand as proud reminders that history, when thoughtfully preserved, can be the foundation for an exciting future.
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