Bullock's Pasadena
Encyclopedia
Bullock's Pasadena, located at 401 S. Lake Ave.
in Pasadena, California
, is a 240,000-square foot (21 368 m²) Streamline Moderne
Art Deco
architectural style
building now in use as a Macy's
department store
.
and Walter Wurdemen
. In addition to the building itself, the architects oversaw the design and installation of all aspects of the store's interior, from the wallpaper and display cases, to the unique mechanical conveyor system that delivered purchases directly to the parking lot. This attention to detail reflected the architect's philosophy of "total design," or taking responsibility for master planning, engineering, interiors, fixtures and furnishings, landscape, signage and graphics. The department store was purposely crafted to evoke an atmosphere of a "home" or that of an exclusive country club
, in keeping with the company president's vision.
The design and merchandising of store were unique and stood in contrast to many older department stores of the time. Bullock's Pasadena was among the first department stores in the country to be located outside of a downtown area and was intended to appeal to the emerging "carriage trade," or those shoppers arriving by automobiles. As such, the store was oriented toward an unheard of 6 acres (24,281.2 m²) parking lot located behind the structure.
The store's elegance and prestige was the impetus for a surge in commercial development on both sides of South Lake Avenue
following the Second World War. Previously a residential street bounded by houses, the street was soon dotted with upscale shops, boutiques, national retailers and restaurants and became known as one of the premiere shopping destinations in the San Gabriel Valley
.
district was reborn as a trendy shopping and entertainment district, once-proud South Lake Avenue lost much of its distinction.
as No. 96000776. In May 2000, the city of Pasadena's Design Review Board granted approval for a redevelopment of the building as part of a new shopping area called "The Shops on Lake Avenue," a $33 million project, featuring specialty shops, 27000 square feet (2,508.4 m²) of new restaurants and a new 300-space-parking garage, increasing parking capacity to nearly 1,200 spaces. Developed by Cleveland, Ohio-based Forest City Development California, Inc. and owned by Federated Department Stores, the project opened in the spring of 2002.
Lake Avenue (Pasadena)
Lake Avenue is a major north-south feeder road for the Pasadena and Altadena communities in Los Angeles County, California. The road was developed in the mid 19th century and takes its name from a lake which was located at its southern most end known variously as Mission Lake, Kewen Lake, and...
in Pasadena, California
Pasadena, California
Pasadena is a city in Los Angeles County, California, United States. Although famous for hosting the annual Rose Bowl football game and Tournament of Roses Parade, Pasadena is the home to many scientific and cultural institutions, including the California Institute of Technology , the Jet...
, is a 240,000-square foot (21 368 m²) Streamline Moderne
Streamline Moderne
Streamline Moderne, sometimes referred to by either name alone or as Art Moderne, was a late type of the Art Deco design style which emerged during the 1930s...
Art Deco
Art Deco
Art deco , or deco, is an eclectic artistic and design style that began in Paris in the 1920s and flourished internationally throughout the 1930s, into the World War II era. The style influenced all areas of design, including architecture and interior design, industrial design, fashion and...
architectural style
Architectural style
Architectural styles classify architecture in terms of the use of form, techniques, materials, time period, region and other stylistic influences. It overlaps with, and emerges from the study of the evolution and history of architecture...
building now in use as a Macy's
Macy's
Macy's is a U.S. chain of mid-to-high range department stores. In addition to its flagship Herald Square location in New York City, the company operates over 800 stores in the United States...
department store
Department store
A department store is a retail establishment which satisfies a wide range of the consumer's personal and residential durable goods product needs; and at the same time offering the consumer a choice of multiple merchandise lines, at variable price points, in all product categories...
.
Design
The building was designed by noted Los Angeles architects Wurdeman & Becket, a partnership between Welton BecketWelton Becket
Welton Becket was an architect who designed many buildings in Los Angeles, California.Becket was born in Seattle, Washington and graduated from the University of Washington program in Architecture in 1927 with a Bachelor of Architecture degree .He settled in Los Angeles in 1933 and formed a...
and Walter Wurdemen
Walter Wurdeman
Walter Wurdeman was a leading architect who, with his partner Welton Becket, designed many notable buildings in Los Angeles, California....
. In addition to the building itself, the architects oversaw the design and installation of all aspects of the store's interior, from the wallpaper and display cases, to the unique mechanical conveyor system that delivered purchases directly to the parking lot. This attention to detail reflected the architect's philosophy of "total design," or taking responsibility for master planning, engineering, interiors, fixtures and furnishings, landscape, signage and graphics. The department store was purposely crafted to evoke an atmosphere of a "home" or that of an exclusive country club
Country club
A country club is a private club, often with a closed membership, that typically offers a variety of recreational sports facilities and is located in city outskirts or rural areas. Activities may include, for example, any of golf, tennis, swimming or polo...
, in keeping with the company president's vision.
The design and merchandising of store were unique and stood in contrast to many older department stores of the time. Bullock's Pasadena was among the first department stores in the country to be located outside of a downtown area and was intended to appeal to the emerging "carriage trade," or those shoppers arriving by automobiles. As such, the store was oriented toward an unheard of 6 acres (24,281.2 m²) parking lot located behind the structure.
Notability
The store's promoters touted it as the "store of tomorrow" and Arts and Architecture magazine described it as "one of the world's most modern buildings." In fact, the design was recipient of an AIA Merit Award in 1950.The store's elegance and prestige was the impetus for a surge in commercial development on both sides of South Lake Avenue
South Lake, Pasadena, California
South Lake is a neighborhood in Pasadena, California. It is Pasadena's premier shopping district and home to the California Institute of Technology, as well as a large Indian-American community....
following the Second World War. Previously a residential street bounded by houses, the street was soon dotted with upscale shops, boutiques, national retailers and restaurants and became known as one of the premiere shopping destinations in the San Gabriel Valley
San Gabriel Valley
The San Gabriel Valley is one of the principal valleys of Southern California, United States. It lies to the east of Los Angeles, to the north of the Puente Hills, to the south of the San Gabriel Mountains, and west of the Inland Empire. It derives its name from the San Gabriel River that flows...
.
Decline
The South Lake Avenue shopping district, in which Bullock's Pasadena was a major player, started to lose its luster in the late 1980s. While Pasadena's once-seedy Old TownOld Town Pasadena
Old Pasadena is the original commercial center of Pasadena, a city in California, United States that arose from one of the most prosperous areas of the state, and had a latter day revitalization after a period of decay...
district was reborn as a trendy shopping and entertainment district, once-proud South Lake Avenue lost much of its distinction.
Current use of building
On July 12, 1996, the building was listed in the National Register of Historic PlacesNational Register of Historic Places
The National Register of Historic Places is the United States government's official list of districts, sites, buildings, structures, and objects deemed worthy of preservation...
as No. 96000776. In May 2000, the city of Pasadena's Design Review Board granted approval for a redevelopment of the building as part of a new shopping area called "The Shops on Lake Avenue," a $33 million project, featuring specialty shops, 27000 square feet (2,508.4 m²) of new restaurants and a new 300-space-parking garage, increasing parking capacity to nearly 1,200 spaces. Developed by Cleveland, Ohio-based Forest City Development California, Inc. and owned by Federated Department Stores, the project opened in the spring of 2002.