Author, photographer and publisher of THE CALDOR RAINBOW.

 

Nicholas M. DiMaio has been photographing retail trends, shopping malls and other sights since 2006, where he established THE CALDOR RAINBOW, a totem and inspiration to the fallen Northeastern discount department store, CALDOR, with a mission of preserving retail history.

 

The late discounter CALDOR, a portmanteau of founders Carl and Dorothy Bennett, was most well known in its middling years for its emblematic, earth-toned rainbow logo introduced in 1972, branded on stores throughout most of the 80's and impressed in the memories of many Northeastern Americans, generationally, long after its prime and retire.

 

His foray into retail preservation began in the Summer of 2006 at the since demolished Caldor site, formerly located on the Berlin Turnpike in Newington, Conn. with just a Sony pocket camera. This and a few other Caldor locations, mostly childhood stores in New Britain, fueled a passion for capturing retail historia. He also shares other retail memories through other focal rival retailers Bradlees and Ames as well as many other retailers featured on our page.

 

While the original focus began with native New England retail, THE CALDOR RAINBOW has since covered sites across 15 states with over 14,500 published pictures of stores, malls, shopping centers, restaurants and more.

 

Our presence resonates the world over with a dedication to high-quality, extensive visual archives and information on American retail history and trends.

 

"Those roots start to become clear when one considers an account written in 1784 by a European traveller, describing the bazaars of eighteenth century Istanbul as “superb buildings filled with beautiful covered passages. They are all well maintained. Each business has its own hall, where the merchandise is presented … Visitors come for entertainment as well as business." - A. Alfred Taubman, Real Estate Finance Journal (Summer, 1987)

 

Featured in media:

 

The Hartford Courant

Print and video interview by Daniela Altimari "Relics of Retail" in February 2008.

 

A featured panelist on WNPR

"Malls Are Dying, Long Live the Mall!" by Tucker Ives on Novemeber 25, 2013.

 

Interview with Mark Byrnes of The Atlantic

"Photographing the Decline of the American Shopping Center" on November 29, 2013.

 

Interview with Crain's Detroit

"Where will the hippo go? Eastland's historic art in question" on July 21, 2021.

 

And our photos proudly and regularly featured on (the late) Consumerist.com, Google, Yelp!, Pinterest, Bright Sun Films and other blogs and sites.

 

The original blog THE CALDOR RAINBOW ceased in April 2012.

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Instagram

@thecaldorrainbow

 

Media inquiries and photo use requests

thecaldorrainbow@protonmail.com

 

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And a super special thanks and inspiration to:

Ames Fan Club

SiteRide.com

Labelscar.com