Lincoln Road
Lincoln Road Mall Heritage

Cut from a clutch of mangroves in 1912, South Beach's Lincoln Road Mall crosses the heart of the city, running due west from the Atlantic Ocean straight to Biscayne Bay. Home to top flight retailers, art galleries and restaurants, this pedestrian-friendly mall is the most popular shopping destination for both travelers and locals in the city of Miami Beach.

American Entrepreneur Carl Graham Fisher first crafted the Lincoln Highway across the United States from New York to San Francisco - dedicated to President Abraham Lincoln - and went on to name the boulevard transecting the island of Miami Beach in the President's honor as well. Lincoln Road quickly became the town's social center where luxury brands Bonwit Teller, Cadillac and Saks Fifth Avenue opened lavish stores. An architect who specialized in designing posh retail interiors, Morris Lapidus was tasked with transforming the busy thoroughfare into a sophisticated pedestrian mall in the early 1960s.

Lapidus gained popularity in Miami Beach as a pioneer of the Miami Modern Architectural Movement of the 1950s with iconic projects like the Fontainebleau and Eden Roc Hotels. Drafted with bold geometric arches, cut-out portholes and striking graphic patterns, his unique style was translated for Lincoln Road Mall with wide striped black and white pavers, bold bordered gardens, majestic fountains and a central amphitheater at Euclid Circle. While much about the area has changed, these iconic "MiMo" structures remain timeless.

After a period of overall decline in the South Beach area, the Miami Design Preservation League is credited with spearheading the protection and restoration of the landmark buildings throughout the community including the thoughtful renovation of the pastel-colored Art Deco properties, the Mediterranean Revival structures on Espanola Way and by 2011, Lincoln Road Mall was also added to the National Register of Historic Places. Saving South Beach from the wrecking ball provided a long term financial benefit for all of South Florida as millions of tourists, international fashion magazines and Hollywood film crews drive our economy forward with every visit to Miami Beach.


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