Nov 262011

Rare Coca Cola Memorabilia: A very nice sepia-toned, black and white photograph of the famous Coca-Cola Building designed by Robert V. Derrah and built in 1936-39 (consequently declared a landmark and historic-cultural monument #138 in 1975 by the city of Los Angeles; the building still stands at 1334 South Central Avenue). 

Well known for his maritime-inspired designs, Derrah used iconic shipboard elements including portholes, catwalks, promenade decks, hatches, a multitude of rivets, and the even a prominent prow like the bridge of a cruise liner; it’s a classic example of what’s now known as Streamline Moderne.

Judging from the cars and clothes in the photo, this was taken right after the building was completed in 1939. The picture has the look and feel of a corporate headquarters trophy-shot, and I imagine this probably hung in some executive’s office (and the slender wooden frame is certainly of the era, as well).

The photograph was a recent estate sale find, and it’s provenance is, unfortunately, a mystery. However, this is a museum-quality photograph, professionally shot and printed (on substantial, quality paper), and the sepia tone is a rich golden caramel color that keenly enhances the pictures feeling of quality and nostalgia.

A classic beauty of elegant and historic photography!

status: sold

 Posted by at 12:57 PM

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