Conceived in 1927 by John D. Rockefeller Jr. and Reverend W. A. R. Goodwin,[4] Merchants Square is considered to be one of the first planned shopping districts in the United States, if not the first.[4] Small shops throughout Williamsburg would move into a centrally located area that used architecture that was in harmony with the restoration's character. William G. Perry, chief architect of the Williamsburg Restoration, designed the shopping district.[5]
Most of the stores and shops are located on Duke of Gloucester Street (DoG St.) right across from The College of William & Mary’s campus.[4] To keep the area as close to historical accuracy as possible, all telephone wires were placed underground, and modern day technologies such as air-conditioning ducts and garage equipment were hidden with shrubs and plantings.[4]
Present day
Another view of the square
Today there are over 40 shops and restaurants located in Merchants Square.[6] The area is also used for other purposes, such as seasonal concerts, a farmers' market, and special movie screenings.[6]
