By MICHAEL PERKINS
FOR JUST ONE DAY A YEAR, Los Angeles’ Southwestern Law School opens its doors to non-students from across the world, hundreds of whom stream through its halls with bulged eyes and gaping mouths. This reaction is not, as you rightly suspect, because the public, in general, is fascinated by endless banks of books on tort reform and intellectual property. It’s primarily due to the fact that the SLS conducts its day-to-day affairs in the shell of what once was, arguably, the most beautiful building in the City of Angels, the storied Bullocks Wilshire department store, opened to grand fanfare and a decidedly upscale clientele in 1927, the same year Warner Brothers brought Al Jolson’s voice to the world in The Jazz Singer.
In the age of Lindbergh, Bullocks’ mid-town location at mid-town 3050 Wilshire Boulevard was considered to be “out in the sticks”, a long trip from central L.A. and hence a substantial business risk (who’s ever gonna come out here?). Bullocks tried the pre-emptive move of capping the structure with an ornate, copper-tipped tower and designing the main entrance to its “cathedral of commerce” at the rear of the store, inviting motorists to enter its sumptuous porte-corchere (car port) for valet parking and a peek, across its ceiling, at Herman Sachs’ modern mural “The Age Of Transportation” featuring a winged Mercury surrounded by luxury liners, locomotives, biplanes, and the Graf Zeppelin. Having thus been so royally deposited on the store’s back porch, customers were ushered into the main showroom, its every case glistening with jewelry, perfumes and cosmetics for milady, its every wood-inlaid elevator door inviting the visitor to rise to floor after sumptuous floor of furnishings, fashions and refreshments.
The Bullocks store, with separate design/color schemes and innovative, elite shops on each of its five retail floors, truly revolutionized the relationship between retailer and customer, in a space where young lovelies modeled fashions in elegant salons for clients and where local polo players were serviced inside a custom saddlery shop. Concerned that your new riding breeches may pinch a bit when you start your next chucker? No worries: the store also featured its own full-sized horse mannequin so you could check your look in the saddle. The Bullocks local customer base typically included Hollywood stars, many of whom, like Mae West, might send their standing orders for lingerie or sports clothes to the store in the care of their… chauffeurs. Others looking to eventually climb the ladder of stardom themselves, such as a young Angela Lansbury, might be found working the Bullocks counters between studio gigs. Most importantly to generations of mothers, daughters, and granddaughters was the linen and white glove service at Bullocks’ fifth floor tea room, equipped with its own anteroom, the Cactus Lounge, where ladies could listen to live pianists as their lunch table was readied. Add to all these wonders the building’s predominantly Art deco appointments and you have, at least in my case, a photographer’s fever dream.
As to that….
Since this blog’s inception, the menu tabs at the top of the pages of The Normal Eye have been reserved for photographic essays too large to be contained within the scope of a single post, and, with the recent completion of my first-ever walk through the Bullocks building earlier this year, I thought it was time to paste together another little daisy chain of images to create a photo story on this most majestic of merchandisers. To view the results, just click the Bullish On Bullocks tab up top, just to the right of the “Blog” tab. Of course, if you haven’t already, feel free to also check out the neighboring tabs, including Small Slices From A Big Apple (street views of NYC), The Wonderful Woolworth (an interior tour of the old five-and-dime chain’s national headquarters), When Lights Are Low (adventures in under-exposure) and Wright Thinking (a visit to one of Frank Lloyd Wright’s final residential designs, created for his son David).
One more thing: the Southwestern Law School, whose exhaustive research and civic-minded sweat helped stabilize and restore the Bullocks Wilshire build to its 1920’s glory, hosts a special page on its site to highlight the beauty of the structure, including a seven-and-a-half minute campus video. Go here to check it out. It’s all hands on Deco (sorry).