Rosenberg's Department Store

Nestled in the heart of downtown Santa Rosa, California, Rosenberg's Department Store stands as a remarkable testament to the architectural and cultural history of the city. This iconic structure, known for its Streamline Moderne style, offers visitors a glimpse into a bygone era while continuing to serve as a vibrant hub in the community.

The Legacy of Rosenberg's Department Store

Rosenberg's Department Store has a storied past that dates back to the early 20th century. Originally replacing a store from 1907 that succumbed to a fire in 1936, the current building was designed by the San Francisco architectural firm Hertzka and Knowles. Construction began in January 1937, and the store officially opened its doors on October 27 of the same year. It was not just a retail space but a beacon of modernity and progress, showcased as a model of future architectural technology at the 1939 San Francisco World's Fair.

The store changed hands in 1951 when Joseph Edward McNeany acquired it for $1.5 million, a sum that would be equivalent to about $14.1 million today. Under McNeany's ownership, the store underwent significant renovations and expansions in 1964, and by 1966, it had merged with Aldens Inc., a Chicago-based retail company. Despite its success, the store eventually closed in 1988, leaving the building vacant until 1994. It was during this time that the Art Deco Society of California recognized the structure with its Preservation Award, a nod to its architectural significance and the need for its preservation.

Architectural Marvel

Rosenberg's Department Store is a stunning example of Streamline Moderne architecture, a style characterized by its emphasis on curving forms, long horizontal lines, and nautical elements. The building's facade is adorned with an Art Moderne marquee and a sign that extends beyond the roof, creating a striking visual impact. The steel-framed structure is covered with stucco-coated concrete, giving it a sleek and polished appearance.

The lower level of the building features continuous plate glass display windows, designed to draw the attention of passersby. Above, a curved corner is accentuated by string courses, or speed lines, inset with glass block clerestory windows. The second floor is defined by large punched openings with keystone-like vertical stripes, adding to the building's geometric appeal.

Exploring the Interior

Inside, visitors are greeted by a high-ceilinged section overlooked by a mezzanine, offering a sense of grandeur and openness. The interior columns are reminiscent of Egyptian prototypes, adding a touch of exotic elegance to the space. The mezzanine and stair railings, crafted from slender horizontal bars with birch handrails, provide a seamless blend of form and function.

Though the store itself no longer operates, the building has found new life as a Barnes & Noble bookstore, ensuring that it remains a vital part of Santa Rosa's cultural landscape. The transformation from a department store to a bookstore reflects the building's adaptability and enduring appeal.

A Symbol of Preservation

The preservation of Rosenberg's Department Store is a testament to the community's commitment to honoring its architectural heritage. In 1994, the city government approved plans for its demolition, but public outcry and the intervention of the Art Deco Society of California led to its salvation. Later that year, the building was added to the National Register of Historic Places, cementing its status as a historical landmark.

Today, Rosenberg's Department Store stands as a symbol of resilience and preservation, a reminder of the importance of maintaining the architectural treasures that define our communities.

Visiting Rosenberg's Department Store

For those visiting Santa Rosa, a trip to Rosenberg's Department Store is a must. Whether you're an architecture enthusiast, a history buff, or simply looking for a unique place to explore, the building offers something for everyone. As you stroll through its halls, imagine the bustling activity of shoppers from decades past and appreciate the craftsmanship that has allowed this architectural gem to endure.

In conclusion, Rosenberg's Department Store is more than just a building; it's a piece of Santa Rosa's history, a beacon of architectural beauty, and a testament to the power of preservation. Its walls echo the stories of a vibrant past while continuing to inspire future generations. A visit to this iconic landmark is not only a journey through history but also a celebration of the enduring spirit of community and culture in Santa Rosa.