New way to shop in Los Angeles. Customers of Milliron's new store park cars on roof, ride escalator to sales floor. Building cost: $14 per square foot (vs. $25 for conventional design). Sales: two and a half times expectations.
So this building was not only a modernist work of art, but it was clever, efficient, successful AND about half the cost of conventional buildings of the era? Well, if it were still there, I'd be interested to see if the structure had stood up to years of use... what's that? It may still be there? RESEARCH AND GOOGLING TEAM, ASSEMBLE! Pksshoww!
|Milliron's grand opening, 1949.|
|Corner shot, featuring the windows of the Garden rooftop restaurant. In Street View, you can see that these doors|
are now cleverly bricked in.
|Milliron's central escalator, leading to the restaurant and rooftop parking area.|
Built in 1949 by Milliron's, the building is located at 8379 South Sepulveda Boulevard in Los Angeles, just north of LAX. It remained a Milliron's for few years, until being bought out by Broadway stores, and the Broadway-Westchester operated at this location for decades. At some point it became a Mervyn's department store, until closing in 2008, at which point it was put into use as a Kohl's store. So, there's some testament to the solidity of the cheapo construction. But was it still sturdy enough to park cars on the roof? Probably not. The Google Street View images show the rooftop ramp archway as being artfully blocked in by a wall, whose design only makes the feeblest attempt to blend in with the rest of the building. The trail of smeary rust color implies that this might be where the garbage exits the building! Exciting!
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The building was built to impress with cleverness, luxury and comfort. Now it's clearly intended to maximize profits. Mission accomplished. What a bummer. I'm going to scroll up and imagine the lead picture being used for a jazz album cover.
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