Bullock's Pasadena

Bullock's Pasadena

Company type	Department store
Industry	Retail
Founded	1947
Headquarters	Pasadena, California , United States
Products	Department store goods

Bullock's Pasadena, located in Pasadena, California, encompasses 240,000 square feet (21,368 m²) and exemplifies the Late Moderne style. Constructed in 1947, it is recognized on the National Register of Historic Places.

Design

Esteemed Los Angeles architects Wurdeman & Becket, a collaboration between Welton Becket and Walter Wurdemen, were responsible for the building’s design. Beyond the exterior, they managed every element of the store’s interior, including wallpaper, display cases, and an innovative mechanical conveyor system that transported purchases directly to the parking area.

File:Bullock's Pasadena (looking E).jpg

Bullock's Pasadena, eastern view

This meticulous approach embodied their "total design" philosophy, which involved comprehensive oversight of master planning, engineering, interior décor, fixtures, furnishings, landscaping, signage, and graphics. The department store was intentionally designed to evoke the ambiance of a "home" or an exclusive country club, aligning with the vision of the company president.

The store’s layout and merchandising strategy were distinctive compared to many older department stores of that era. Bullock's Pasadena was among the pioneering department stores situated outside traditional downtown locations, targeting the emerging market of automobile shoppers known as the "carriage trade." Accordingly, the building was oriented toward an unprecedented 6-acre (24,000 m²) parking lot located behind it.

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Bullock's Pasadena, northern perspective

Significance

Promoted as the "store of tomorrow," Bullock’s Pasadena earned acclaim from Arts and Architecture magazine as "one of the world's most modern buildings." The design received an AIA Merit Award in 1950.

The store’s sophistication and prestige spurred extensive commercial growth along both sides of South Lake Avenue after Second World War. Once a primarily residential street lined with homes, it transformed into a thriving corridor featuring upscale shops, boutiques, national retail outlets, and restaurants, establishing itself as a premier shopping destination within the San Gabriel Valley.

Decline

During the late 1980s, the South Lake Avenue retail corridor, where Bullock's Pasadena once held significant influence, experienced a downturn in prominence. While the formerly rundown Old Town area underwent a transformation into a vibrant hub for shopping and entertainment, South Lake Avenue, once a distinguished destination, saw a reduction in its appeal. Nevertheless, it remains recognized as an upscale and unique shopping area, featuring nearby boutiques and acclaimed dining establishments, and continues to attract visitors from the adjacent California Institute of Technology as well as the wealthy San Marino community.

Current use of building

The structure was officially added to the National Register of Historic Places on July 12, 1996, under the reference number 96000776. In May 2000, Pasadena's Design Review Board approved plans to revitalize the surrounding vicinity through the creation of "The Shops on Lake Avenue," a $33 million development (~$Template:Format price adjusted for inflation) that introduced specialty retailers, approximately 27,000 square feet (2,500 m²) of new dining venues, and a modern parking facility with 300 spaces. This addition brought total parking availability close to 1,200 spaces. The project was developed by Forest City Development California, Inc., headquartered in Cleveland, Ohio, and owned by Federated Department Stores. It launched in spring 2002 and currently accommodates a Macy's department store within the original Bullock's building.

See also

• National Register of Historic Places listings in Los Angeles