THE MEDICINE CABINET 
A Drug Strore, Residence, and Park 
in 
Independence, Kansas 
A professional paper submitted on partial fulfillment 
the requirements for the degree 
of 
BACHELOR OF ARCHITECTURE 
MARY ANN SVEHLA 
Approved: 
Advisor 
Thesis Coordinator 
Director, Scjf\o< 
Architec1 
Montana State University 
Bozeman, Montana 
June 6, 1988 
*p39 fc 
.Sv22-S~ 
Mn>, 
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STATEMENT OF PERMISSION TO COPY 
In presenting this paper in partial fulfillment of the requirements 
for a Bachelor of Architecture degree at Montana State University, 
I agree that the library shall make it freely available for inspection 
and study. I further agree that permission for extensive copying 
of the paper for scholarly purposes may be granted by my Major 
Professor or in his/her absence, by the Head of the Library. It is 
understood that any copying of this paper for financial gain shall 
not be allowed without my written permission. 
Mary Ann Svehla 
TABLE OF CONTENTS 
I. INTENT page 1 
II. HISTORY OF PHARMACY page 3 
III. PRECEDENTS page 35 
IV. PROGRAMMING 
Site Location page 100 
Site History page 103 
Site Analysis page 106 
Zoning page 106 
Space Requirements page 141 
V. USER IDENTITY page 142 
VI. METHODOLOGY 
Small Town Research page 147 
Motifs page 153 
VII. PROJECT GOALS page 168 
VIII. EPILOGUE page 170 
ADDITIONAL READINGS page 171 
ILLUSTRATION INDEX page 184 
FOOTNOTES page 185 
BIBLIOGRAPHY page 187 
INTENT 
The project chosen for this thesis investigation is a drug store 
which includes a residence above the store for the owners. A 
small urban park behind the drug store/residence is also included. 
The setting for the project is in an American small town. 
PURPOSE 
The purpose for doing an architectural project in a small town 
allows an opportunity to explore and understand the users, the 
location, and the many components of the project more fully. The 
purpose for choosing a drug store is because it is such a strong 
symbol of the American small town. It seemed natural to choose it 
as the point of this investigation. The purpose for doing a 
residence above the store is to explore an alternative living 
arrangement in this small town. The purpose for including a park 
is to enhance and extend the character of the store to an outside 
area. 
SCOPE 
The scope of the project is to explore the reintroduction of the 
corner drug store in a small town. It also includes the concept of 
a residence above the store for the owners of the drug store. In 
the process of gathering information and analyzing the site, a small 
urban park was introduced corresponding to the site of the drug 
store. This thesis project encompasses many aspects studied during 
the years in architecture school: retail and residence design, 
interior design, and outdoor design. 
FOCUS 
The focus of the project is a concern for the users of the drug 
store. It is traditionally an important gathering place for many 
different people. The focus involves being concerned with objects 
that together, as a whole, form the character that attracts these 
people and forms a microcosmic gathering space. 
METHODOLOGY 
The inspiration that led to exploring this project was an interest in 
American small town people. The methodology, as opposed to 
process, used an approach to this project was to research small 
towns in America, both factually and through literary sources. 
This research helped gain an understanding of the users of the 
proposed project. These research sources led to overall goal that 
will try to be attained architecturally in the design of an important 
component of Main Street — the drug store. 
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HISTORY OF PHARMACY 
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ANCIENT PHARMACY 
In the early days when both pharmacy and medicine were guided by 
practical experience and not by theory, there was not the evident 
need for their separation and the degree of specialization that 
exists today. The earliest records of pharmacy go back to the 
days before Tutankhamen. The oldest prescriptions are found in 
the hieratic writing (or writing of the priesthood) of ancient 
Egypt. 
The Ebers Papyrus of Ancient Egypt contains a collection of 
prescriptions and formulas covering a wide range of uses. (See Fig. 
1). It is an unofficial formulary or private recipe book. The date 
assigned to the papyrus is about 1522 BC. The tools the 
Egyptians used were mortars of stone and wood, and containers of 
pottery and glass. (1, pg. 10) 
"No doctor was permitted to practice any but his own branch," (2. 
pg. 10) which would indicate that there were specialists even then. 
Egyptian records state the fact that the doctors were all priests 
and that they were paid out of the treasury, but were permitted 
to take fees also. There were penalties provided for adding to, 
diminishing from, or varying in any way, the ingredients of what 
was considered a perfect prescription. The ingredients of the 
prescription were combined with a simple faith in magic spells and 
chants to encourage the effectiveness of a remedy. (See Fig. 2) 
(3, pg. 11) 
The symbol of the serpent, which has been adopted as the emblem 
of medicine in the "caduceus," played a prominent part in the 
healing ritual of both the Egyptians and Babylonians, and dates 
back to at least 4000 BC. (4, pg. 17) 
There is a pharmacopoeia-like manuscript in Chinese, called Pun 
Tsao or the Great Herbal. It consists of forty volumes and quotes 
from the works of nearly 1000 authors and dates from the 
forgotten period. The science of medicine, which included 
pharmacy, is referred to as a benevolent art. (5, pg. 10) The 
original authority is given as Shen Nung, the mythical god of 
medicine. Several thousand prescriptions are quoted in full in this 
ancient and important work. 
This symbol goes back to 5,000 years ago when 
Egyptians used drawings of the Eye of Horus as 
magic amulets to ward off disease. By the Middle 
Ages, the symbol was modified to a sign much 
like our figure 4. Alchemists and physicians 
scribbled it on formulas as an invocation to the 
planet Jupiter. Slowly, it was modified to 3?. 
Today, it remains on prescriptions—a reminder 
of those distant days when sorcery and supersti­
tion ruled the drug mixers' ways. 
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GREEK PERIOD 
The pharmaceutical history of Greece began with the mythology of 
that period. Chiron, the centaur, was the originator of the 
pharmaceutic art according to mythological tale. Chiron was 
reputed to have been the teacher of pharmacy to Achilles, 
AEsculapius, Jason, Odysseus, and others. Achilles, who is 
credited with having discovered the virtues of the plant which 
bears his name, and Morpheus, the god of dreams (after whom 
Serturner named the active principle of opium), who was the 
servant of Somnus, the god of sleep, are also prominent characters 
in Greek mythology connected with medicine and pharmacy. (7, pg. 
34) 
In the writings of Hippocrates nearly 400 simples (drugs that were 
not compounded or mixed) are named as medicinal substances. He 
made and used poultices, gargles, suppositories, pills, lozenges, 
ointments, and inhalations. Hippocrates prepared his own 
medicines, and he practiced pharmacy as well as medicine. He was 
the first authority on record who wrote especially on the subject 
of diet and who insisted upon it as being an important aid to 
recovery from illness. (8, pg. 41) The greatest monument to 
Hippocrates is the Hippocratic Oath, an example of idealistic belief 
which has never been surpassed. It served, then as now, as the 
starting point for all codes of ethics. 
(See Fig. 3) 
MEDIEVAL 
5th century AD. - 10th century AD. 
A great deal of pseudo-religious medical and pharmaceutical hocus-
pocus originated around the 5th century AD. and left its influence 
for many centuries in formulas and pharmacopoeias (books 
containing official lists of medicinal drugs and articles on their 
preparation and use). The first universities teaching pharmacy as a 
separate profession appeared around 1076 AD. in Salerno. (9, 
pg-130) 
Edicts appeared regulating both the practice of medicine and the 
practice of pharmacy specifically. Apotheca was a warehouse 
where drugs and medicines were stored, confectionarius applied to 
the compounder of medicines, and the term stationarius was 
applied to the seller or dispenser of drugs. (10, pg. 139) The 
members of both of these groups were required to be examined and 
licensed by the medical school at Salerno. 
The prices to be charged for medicines were regulated. The 
number of drug-dispensing establishments was limited and 
regulated. The sale of poisons, magical potions, and aphrodisiacs 
were punishable by death. Illusionary treatment by placebo was 
Arabic and Greco-Roman Scientists in a Pharmacy, 
permitted. 
11th century AD. - 14th century AD. 
Pharmacy was now emerging as a distinct and separate calling. 
Pharmacies (or apothecary shops), as separate places for the 
compounding and dispensing of drugs, spread rapidly throughout 
Europe during the 13th century. (See Fig. 4) Monastery 
pharmacies also existed in Europe at that time. Court 
apothecaries also began to appear and played an important part in 
the development of pharmacy in the succeeding centuries. This 
was the century when the cult of alchemy, handed down by the 
Arabs, spread rampantly through the civilized world. (11, pg. 168) 
Alchemy was a traditional chemical philosophy which asserted the 
transmutation of base metals into gold, the discovery of panacea 
(a remedy for all diseases; a cure-all), and the preparation of the 
elixir of longevity. 
15th century 
The apothecary shop of Medieval times was described in William 
Shakespeare's "Romeo and Juliet": 
"And in his needy shop a tortoise hung, 
An alligator stuffed, and other skins, 
of ill-shaped fishes; and about his shelves 
A beggarly account of empty boxes, 
Green earthen pots, bladders, and musty seeds, 
Remnants of packthread, and old cakes of roses, 
Were thinly scattered to make up a show." 
The apothecary shops of medieval times were shops full of 
superstition and mystery. (See Fig. 4a) Pagan and Christian 
heritages played an important part in how drugs and remedies were 
produced and dispensed. Even in medieval times, the apothecary 
shop was a place of gathering for the notables in the community. 
The pharmacist knew the drawing power of an attractive and 
artistically furnished shop. 
(See Fig. 5) 
A room in itself may be architecturally important, but its main 
purpose is to create the most perfect frame possible for its 
contents. The professional pharmacist used two rooms to conduct 
his business: 1) the "pharmacy," which was for immediate contact 
with his customers (See Fig. 6 & 7), and 2) the other room served 
as his laboratory, workshop, and study. (See Fig. 8 & 9.) Stuffed 
animals adorned the walls and fish hung from the ceiling. (See Fig. 
6) These were more than a decoration . of the shop. Crocodiles, 
lizards, tortoises, sharks, etc., or at least parts of them, were used 
as remedies in themselves. When people saw their stuffed forms in 
the pharmacy, they were convinced that they did indeed receive the 
rare drugs secured from them and no substitutes. (12, pg. 13) 
Costume of an apothecary of Sienna,  in I taly,  daring the fourteenth 
century. (From Revue d'Histoire <Le la Pharmacie, IV, 154.) 
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The bottles and jars used were quite uniform in appearance. They 
were widely used in pharmacies up through the 18th century. 
Alchemist symbols were used on the labels instead of the more 
common Latin tides. Bronze mortars with iron pestles were 
commonly used as the main tools in the pharmacy. Their long use 
(since Egyptian times) caused them to become the most common 
symbol of the pharmacy. 
As a profession whose main task was to prepare and furnish the 
things needed for preserving and restoring health, pharmacy has 
always been closely related to public welfare, and therefore could 
not be without official supervision. Thus, in pharmaceutical 
literature were found: 
1) Scientific books concerning natural history 
and pharmacy in particular, 
in general, 
2) Herbals and medico-pharmaceutical popular literature, 
3) Books concerning pharmaceutical technique, and 
4) Pharmacopoeias, Dispensatories, and various 
formula books. (13, pg. 113) 
handwritten 
The requirements for entry to study pharmacy and for registration 
in the calling in France were very severe. A four years' 
apprenticeship was essential. The apprenticeship feature remained 
unchanged for 300 years. The applicant for registration as a 
journeyman apothecary was required to dispense prescriptions, 
recognize unlabeled specimens of drugs, and prepare difficult 
preparations in the presence of master apothecaries who were 
appointed as examiners. (See Fig. 10, 11, 12) Before the 
journeyman could become a master apothecary, ten years of 
additional experience were required. (14, pg. 50) 
Conclusion 
The Medieval period was the first time in history that apothecary 
shops were totally separate retail establishments. It is important 
to note that only drugs and remedies were for sale. No other 
merchandise was sold. The apothecary was, for the first time, not 
only dispensing drugs, but was also concerned with an attractive 
shop in which to sell his remedies. The practice of displaying 
parts of animals used to make remedies made his customers feel 
more secure and validated the apothecary as a professional. 
The drug store of today should also give customers a secure 
feeling that the pharmacist is indeed a reputable and licensed 
professional. The intended goal of the contemporary drug store 
should also be to convey a professional atmosphere within the 
store. This may be done by placing more importance on the 
pharmacy area of the store through its location within the store, 
its visibility from all areas of the store (especially the entry), and 
strong associations with the practice of pharmacy could be made. 
A definite character and atmosphere should be made clear so that 
no confusion as to function or orientation can be made. In an 
architectural sense, this goal could be achieved through the use of 
materials, of lighting techniques, and/or by the design of exterior 
signage and window display. 
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hctyrtut Ht»ti,ry t/ simuni Pharmacy and Medtctm. 
16th CENTURY 
This was the time when pharmacy really came into its own. Drugs 
were rare and very costly and prescriptions and formulas were 
very complex. There was a special art in keeping each particular 
drug or preparation in the kind of container especially suited for 
its preservation. (15, pg. 109) 
In a book of the 16th century by Hans Sachs called the True 
Descriptions of All Professions is found the following quotation: 
"In my shop of drugs are stored 
Many things of sweet accord, 
Spices with sugar I combine, 
Enemas and purges I divine. 
To strengthen the weak and the sickly, 
Refreshing draughts I furnish quickly. 
All these with utmost care, 
On prescriptions I prepare." (16, pg. 139) 
Decoration of the shops were signs of the prosperity of the 
pharmacist. Displays of jars and table coverings began to become 
important aspects of a brightly decorated shop. Physicians came 
to the pharmacist for the dispensing of the physicians' prescribed 
remedies. (See Fig. 13) These one-man drug stores, though quite 
attractive, still held on to some of the old symbols such as the 
alligator hanging from the ceiling. (See Fig. 14) Honey and sugars 
were the pharmacist's main stock in trade. In fact, in Paris at this 
time, one of the edicts gave pharmacists a monopoly on the sale of 
gingerbread. This caused much controversy and eventually lead to 
the separation of grocers, spicers, bakers, and confectioners. 
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17th CENTURY 
The drug store of this period can be pictured as a kind of gift 
shop, but the soda fountain and lunch counter idea had not yet 
appeared. The stores were more elaborately furnished and 
decorated. (See Fig. 15 & 16) In Great Britain the apothecaries 
were still combined with grocers. Lemonade was used for curing or 
preventing scurvy. Coca was introduced and popularized. Coffee, 
tea, and chocolate made their initial appearance. Tobacco smoking 
was introduced. (17, pg. 263) All of these were sold almost 
exclusively in the 17th century drug stores. 
As the apothecary's assistants became skilled in the art of 
pharmacy, they established themselves independently as 
apothecaries and joined with the grocers in a common guild in 
1606. This guild was subservient to the physicians. Resentment 
grew among the apothecaries against this humiliation and also 
against being united with the grocers, with whom they had very 
little in common. They soon ended their relationship with the 
grocers. (18, pg. 118) 
The practice of medicine and pharmacy began in America. In 1646, 
the first store devoted distinctly to pharmacy was opened in 
Boston by William Davies. Pharmacy was largely in the hands of 
Indians, schoolmasters, old women, and clergymen in the new 
America. (19, pg. 331) 
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18th CENTURY 
In Germany, pharmacy seemed to have been developed along more 
commercial lines than in Great Britain. The dnig stores were 
even more commodious than many modern pharmacies, with carved 
woodwork and ornamental shelf containers as well as large glass 
bottles. (20, pg. 331) 
A pharmacy of Klattau, Bohemia, was originally established by the 
Jesuits, who decorated the store in the same style as their 
churches at that time. (See Fig. 17) (21, pg. 357) The pharmacies 
were becoming more elaborately decorated and furnished. Shelving, 
drawers, statues, and floor materials became important design 
considerations for an attractive and inviting shop. 
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The re  i s  s ca r ce ly  ano the r  coun t ry  in  wh ich  i ndus t ry  emerged  t o  such  an  ex t en t  and  so  
d i r ec t l y  f rom pha rmacy  a s  i t  d id  in  Ge rmany .  S ince  t he  ea r ly  19 th  cen tu ry ,  numerous  
pha rmaceu t i ca l  e s t ab l i shmen t s  have  o r ig ina t ed  f rom apo theca ry  l abo ra to r i e s ,  among  them 
the  i n t e rna t i ona l ly  known  f i rms  o f  E .  Merck  in  Da rms tad t ,  E .  Sche r ing  < now  Sche r ing -
Kah lbaum )  i n  Be r l i n  ami  I .  D .  R iede l  i n  Be r l i n  ami  Br i t z .  The  f i rm  o f  Merck  r ep re sen t s  
s imu l t aneous ly  ano the r  pecu l i a r i t y  o f  Ge rman  pha rmacy ,  a  r emarkab ly  l ong  and  un in ­
t e r rup t ed  sequence  o f  f ami ly  member s  i n  con t ro l  o f  t he  unde r t ak ing .  The  Merck  f ami ly  
owns  to -day  no t  on ly  t he  company  bu t  ha s  owned  a l so  fo r  more  t han  250  yea r s  t he  o ld  
pha rmacy  f rom wh ich  t he  p l an t  deve loped .  
F i q .  i s >  
19th CENTURY - 20th CENTURY 
PHARMACY IN AMERICA 
Competition in prices is an integral part of trade and as old as 
commerce itself. The American pharmacy was not to be excluded 
from this fact. As early as the first decades of the 19th century 
price cutting was a striking feature of the American drug business. 
It is very significant that some of the most successful cut-rate 
drug stores were established by enterprising businessmen, not by 
educated pharmacists. As many stores as possible were unified into 
one organization was the plan. The rapid development of the chain 
drug stores in America was due to the work of two men: Louis K. 
Liggett, in 1907, and Charles R. Walgreen, in 1910. (22, pg. 299) In 
this period, when conflicting ideals and interests served to confuse 
the public as to the real aims and ideals of pharmacy, several 
slogans appeared and found widespread use. One of these slogans 
was "Try the druggist first," a purely commercial slogan. The 
other slogan was "Your druggist is more than a merchant," an 
obviously professional slogan. (23, pg. 537) 
What was to become of the individually owned drug store in 
America? The first description of "soda water" was made in 1772. 
The method of impregnating water with gas under pressure was 
revived. Under the name of soda water, the product soon became 
popular in America. The first "soda fountains," as they were 
called, were found exclusively in drug stores. They came into 
being because of the belief, in the 19th century America, that 
soda water was good for the health, and especially for a hangover. 
It was the soda fountain which saved many drugstores from decline. 
The soda fountain with its sidelines (ice cream, sandwiches, and 
luncheons) became so significant a feature of the average American 
drug store that in the imagination of many people the concept of a 
drugstore included the fountain. (24, pg. 307) 
Simone de Beauvoir (a frequent visitor to New York) noted on a 
visit to New York in 1984: 
"There are very few drug stores left. Thirty years ago, I 
often had lunch in a drugstore. I'd sit at a counter and 
order coffee and a sandwich, listen to the chatter, watch the 
people eat. It was all very warm and friendly. Now there 
are only impersonal fast-food places and it's not the same." 
In its prime, the drug store was America's closest approach to the 
European cafe — a warm clean place where one could idle 
respectably, at no great expense, and feel the world flow in and 
out. It offered bright sights and healing essences ~ medicines, 
cosmetics, coffee, gossip. The drug store was a tightly stacked 
microcosm, where almost anything could be bought. Its breadth of 
merchandise and prestige far exceeded anything achieved by the 
English chemist shops or the French pharmacie. (25, pg. 37) The 
facade became a presentational symbol of the drug store. Window 
display became an important means of advertising and an 
enticement for people to come in. The American drug stores and 
pharmacies have been varied in the nature of their business and 
equipment. Most of them have used an old-fashioned Anglo-Saxon 
device to make obvious their character as pharmaceutical 
workshops. Show bottles were placed in the show windows and 
filled with colored liquids and illuminated after dark by lights 
placed behind them. (26, pg. 311) A corner location was considered 
a prime location to help orient people to the rest of the town or 
area. The drug store was the place nearly everyone went for 
business as well as socially. 
Conclusion 
The drug store of the 19th and 20th century America became an 
important meeting place on main street in nearly every American 
town. It was really the only retail establishment that not only 
invited people into the shop (to buy their goods) but encouraged 
them to stay and have a Coke, sit and talk, and stay as long as 
they wished. The drug store became an important meeting place 
for all ages. The drug store of today is missing this "meeting 
place" atmosphere. The intended goal for the contemporary drug 
store should be to create spaces within the store for people to 
gather. These spaces can have different functions. They can be 
for larger groups or for individuals or small groups. They can be 
for different age groups and located strategically throughout the 
store to enhance the overall character of the specific drug store. 
From an old wood engraving of Dr.  Dyott 's  drugstore.  I t  was located 
at Second and Race Streets in Philadelphia. {From Bulletin of P/unn.u \, 
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Retail  pharmacy of Hynson, Westcott  & Dunning, Baltimore. 
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Ye Olds OTHECAFIV SHOD 
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HENCE came "the corner drugstore"? 
Where began this uniquely American institu­
tion that purveys salads and softballs as well 
as sulfonamides? Social historians, tracing the 
origins of this neighborhood meeting place, 
may iri3eed~end their search at the door of the 
old apothecary shop pictured here—in Bethle: 
hem, Pennsylvania. 
Opened in 1743—when a lad named George 
Washington was only 11—it is acclaimed "the 
oldest drugstore in the U.S.A." Owners, as they 
have come and gone, have changed its face but 
have preserved its original furnace, balances, 
herb mills, and other pharmaceutical tools. 
To the many Rotarian druggists and to the 
many history-minded Rotarians who will be at­
tending Rotary's 1951 Convention in Atlantic 
City, New Jersey, May 27-31 just this word: 
Bethlehem is practically on your way! 
TUCKED AWAY IN A PENNSYLVANIA CITY, 
THIS EARLY U. S. DRUGSTORE DOES BUSINESS AMONG 
TRAPPINGS 200 YEARS OLD. 
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January, 1951 
The old apothecary's oven has tat right here nearly 200 years. 
Photo«: Pfekow from 
The modern half 
o f  t h e  o l d e s t  
drugstore faces 
the street with 
a new facade. 
T wo centuries 
ago, men used 
this wheel-pow­
e r  e d  m i l l  f o r  
grinding herbs. 
Ill iilii 
33 3-A 
This old chemical balance was recent' 
ly unearthed when the store was re-
built. Though it lacks the precision 
of newer models, it can still be used. 
This is an old type of pill roller. 
The "paste?* was laid between the saw« 
teeth of the cutters. The box with 
hinged lid helped to sugar-coat pills. 
Physicians in the 18th Century ctr, ! 
their drugs with them in pill cases likt 
this, because drugstores f-ere far apart. 
Drug labels were written on bottle c ' 
Resembling strange baskets, these sgh 
old prescriptions hang along the 5/ioj 
1 he oldest remedies, on yellowing sheets, 
written in the script of "J'ennsylvania D*tc 
The Rotary 
m 
These hand-blown bottles, unlike newer ones, sound musical notes when struck. 
One quaint old 
tradition sur-
rives: modern 
prescriptions are 
filed the same 
way, on extra-
long spindles. 
36 
i -=> - 2? -a 
V(^
' \ a = ? l  
For almost-ISO years Edward Stabler or one of his descendants produced elixirs, prescriptions, and medicine 
J-
AMERICA'S HISTORIC 
The brick drugstore, founded in 1792, is located 
on South Fairfax Street in Alexandria, Virginia. DRUGSTOR 
George Washington' s  wife and many other. 
» \\ 
noted Americans took their trade to the 
Stabler Apothecary — the nation's oldest 
"drugstore"— now a museum. 
by HOWARD SIMONS 
T O D A Y ' S  H E A L T J  
2^. 
RIL 22, 1802, Edward Stabler, a pharmacist 
.Alexandria, Virginia, received the following 
m nearby Mount Vernon: "Mrs. Washington 
Mr. Stabler to send by the bearer a quart bot-
b«t castor oil and a bill for it." 
event took place in the Stabler Apothecary, 
l's most historic drugstore. 
Apothecary was founded by Edward Stabler, 
Quaker from Petersburg, Virginia, who 
rrowed 100 pounds to establish a pharmacy in 
2*~a.:tpwn, wrote Noah Webster, of "300 
dya place of great trade." For almost a 
fca half thereafter Edward Stabler or 
s produced elixirs, prescriptions, 
edicines,: and veterinary drugs while their 
jtomers made history—George Washing-
lorse" Harry Lee, Lord Fairfax, Su-
urt;- Justice Bushrod Washington, and 
nf-to note a few. 
"apothecary is a free museum, a unique 
^drugstore which is one of the few in 
ith much of its original equipment ex-
oused at its original site. 
els of tourists visit the apothecary annually 
>int of particular interest for sight-seers 
rhose driver-guides have been heard to 
iartha Washington's castor oil order to 
rjnore. 
^Stabler had 15 children, including seven 
^of whom became druggists. A daughter 
ifyoung pharmacist from England, John 
ter;~vyho was made a partner in the business 
id gave the shop a new name, The Stabler-
apothecary. At least seven generations 
jtons and Lees were administered drugs 
Stablers and the Leadbeaters. About 
g the shop cannot claim is that George 
l£slept there. 
; however, that George Washington 
the eight miles from Mount Vernon 
estore; that George Washington Parke 
on the shop's books at his own 
he was short of cash while building 
ich today is the Custis-Lee Mansion 
lgton National Cemetery; and two 
ident's great-great nephews learned their 
-pharmacy—at the Stabler-Leadbeater 
°P-
ashingtons and the Lees were not the only 
sitors to the store, however. Edward Sta-
a brother-in-law. Phineas Janney, a pros-
exandria merchant. Janney was an early 
)n party-giver. Scores of famous statesmen 
^ seven miles from the Capital to Alex-
-lerry to enjoy Janney's renowned hos-
ipid transit to and from Washington did 
not then exist and often Janney's guests would while 
away their time at Friend Stabler's until the next 
ferry home. 
Here they filled their pipes from a tobacco jar on 
the drug counter and partook of "drops," small liquid 
doses of powerful medicines often substituted for 
hard liquor, which pharmacists of the day were 
prohibited from dispensing. Drops, a term denoting 
the form in which the drug was given, could contain 
almost anything, including narcotic sedatives or 
stimulants. These relaxants or "pick-me-ups," as the 
case warranted, were frequently diluted and served 
as a hot or cold draught according to the imbiber's 
taste. 
Prominent in the after-hours "drop klatch" were 
Daniel Webster, John C. Calhoun, and Henry Clay. 
It is little wonder that these and other of the nation's 
top solons journeyed 14 miles round trip to dine 
with Phineas Janney, especially if the poetic dinner 
invitation penned by Alexandria's Dr. Elisha Cullen 
Dick and on display today in the apothecary is any: 
indication of local hospitality. The invitation reads: 
"If you can eat a good fat Duck 
Come up with us and take pot Luck. 
Of White-backs we have got a pair, 
Although Martha Washington did not sign the above note 
addressed to Mr. Stabler in Alexandria, her handwriting 
has been positively identified by the Library of Congress. 
Any 1961 53 
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SSSgl IIMB naifi 
SisJ'ifi'i 
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Upon reading his orders Robert E. Lee 
"I am afraid this is only the beginning of 
ous trouble." 
A year and a half later Fort Sumter was fired 
Along both walla are lined hundreds of apothecary jars—said to be the country's finest collection of medicii 
So plump,so round, so fat, so fair, 
A London Alderman would fight, 
Through pies and tarts, to get one bite. 
Moreover we have Beef or Pork, 
That you may use your knife or fork. 
Come up precisely at two O'Clock, 
The Door shall open at your knock. 
The Day 'tho wet, and streets 'tho muddy, 
To keep out the cold we'll have some Toddy. 
And if perchance you should get sick, 
You'll have at hand, 
Yours, 
E. C. Dick." 
Whatever Webster, Clay, Calhoun, and others dis­
cussed in the Stabler-Leadbeater Apothecary is lost 
to history. But an incident that took place in the shop 
heralding the advent of a turbulent era in our nation's 
past, shaped in part by these .same men, has been 
preserved. 
On October 17, 1859, Robert E. Lee was in the 
apothecary talking with his friend, Edward Stabler 
Leadbeater, grandson of the founder. In rushed a 
young clerk from the War Department who handed 
the gentle Virginian Special Orders No. 194: "Colonel 
R. E. Lee, 2d Cavalry, is assigned to duty according 
to his brevet rank, and will command the troops or­
dered to Harper's Ferry Armory, under instructions 
given to him personally by the Secretary of War." 
The night before, John Brown with 21 followers 
had crossed the Potomac and captured the U. S. 
Arsenal at Harper's Ferry in a bid to arm slaves 
and lead an insurrection. 
early records 
is into busine: 
r in the first 
in 1795, for e: 
ailed Aqua Fo 
rt Philadelphia, 
upply but the r 
i "good ship A. 
r received this 
sts: r 
are sorry to ir 
\c) arrived wh 
reived the Aq: 
got broke-on 
gers and in 
ould find in 
red the price 
ink it best not 
t it may proba 
his mysterious 
| years later 
an and McG< 
Saratoga 
Credit by disl 
its full rev 
g executed 
a French shi 
tt 
"ti 
j kp^or 
Robert E. Lee fell heir to the more serious tr 
of his own prophecy. So, too, did the young 5ne enters ** 
Department clerk who carried the fateful ordt1 Street he fe 
the apothecary shop. He became Lee's chiet ol} Washington 
airy, his name—J.E.B. Stuart. -Ijfeplaced only 
During the Civil War, Edward Stabler LeadM cloc^ is sti^ 
did not enlist in the Confederate Army becaujemperamental 
his religious convictions, but his loyalty wasi.^ose front is 
South. This did not deter him, however, from^r* t^le var*ous 
drops (undoubtedly the sedative variety) to Felunt*er which 
troops routed at the first battle of Bull Run£flroug*1 t^ie enc 
recorded that the drops sold for a penny each Plaster ^us 
soldiers stopped long enough in Alexandriaright of the 
up in front of the apothecary to buy them;^^^ ceramics 
ementos of 
ceutical prog 
lass baby b( 
e with glass 
it details the day-to-day business of running.a3esembie tin' 
s t o r e  d u r i n g  t h e  e a r l y  d a y s  o f  o u r  n a t i o n , b 0 t t i e  
when doctors were scarce; when prescriptions during tl-
were unknown, and when pharmacists truly J ma(je in Alt 
by the nickname "Doc." r*e-popular c 
Justice Bushrod Washington, for example^ in thejr Got) 
wrote: "The caustic alkali spirit is recommende^ from ^ 
certain cure for the bite of a snake. Will-Dj, upon whil 
Stabler be so good as to inform me in plain e,Jme<jjcations 
(sic) what this is and send me a phial of it?^ T^.g carf 
day's receipts totaled an unprecedented $100 in 
Not all the historical lore combed from the " 
yellowed ledgers or handed down from father; 
has to do with eminent statesmen and war. M 
54 T O D A Y ' S  H E A j  U A R Y  1 9  f  
zs .  
of mediciiwl bo:s 
t E. Uee remar 
inning of more 
unter v-s fired < 
more ous 
did the young 
the fateful ord< 
ie Lee's chief ol1 
td Stabler Lead 
rate Army becau 
his loyalty was' 
t however, from_ 
ive variety) to 6 
ttle of Bull Ruric 
or a penny each : 
! in Alexandria 
•y to buy them:' 
jrecedented $1 . 
combed from tl* 
down from fath* 
tesmen and war. 
siness of runnin? I 
ys of our nation, 
when prescript^', 
i pharmacists tn-j 
ington, for exaj^ 
i spirit is re0017*...-, 
e of a ake' irj 
inform .ue mP 
,end me a phial 0 
toda^'^ 
;early records also provide some interesting 
into business problems faced by young 
in the first years after opening his store. 
1793, for example, he ordered nitric acid, 
led Aqua Fortis. from Samuel Wetherill & 
^Philadelphia. He learned nitric acid was in 
ipply but the Northern firm expected a supply 
£good ship Molly." A month passed before 
^received this second letter from the wholesale 
sorry to inform thee that though the ves-
J*arrived which brought our goods we have 
axed the Aq: Fortis. A bottle containing that 
jtibroke on the vessell. which alarmed the 
irand in their fright threw overboard all 
Idifind in the ship. This circumstance has 
?the price of that article to such a degree, 
£3t best not to send it without informing 
jfrtmay probably be had lower in Baltimore." 
rmysterious and intriguing entry in a ledg-
later made to close out an account: 
rand McGaw: To repairing medicine chest 
Saratoga, two pounds, five shillings, six 
by dishonesty in full in the ultimatum 
Lvlts full reward (as vice always does), Mc-
executed in Scotland for being a spy on 
ich ship—Clingman being arrested in 
it became of him I know not." 
[enters the shop from tree-lined South 
he faces an ancient clock that dates 
fashington's day and whose wooden works 
only 60 years ago. Cranky with age, 
?is still capable of keeping time, though 
itaL Beneath the clock is a large 
>nt is fitted with mirrors recording in 
^various Stabler and Leadbeater family 
dch the business was operated from 
end of the Civil War. Flanking the 
rJbusts of Washington and Franklin. 
ie entrance is a collection of glass-
ics"«ither used or sold in the shop. 
^yesterday span two centuries of 
progress. Included in the display are 
rsbottles of the early 19th century 
nipples; gruel feeders for babies 
iy open-toed porcelain slippers; 
les brought from Bottomsworth, 
the late 18th century; croton oil 
-Alexandria during the same period, 
cathedral bottles with diminutive 
E&rir Gothic windows. 
the display case is the prescription 
I* which rest two tiles. One was used 
ttioiis for humans; the other, drugs for 
careful mammalian segregation did 
not extend to the firm's patent medicines, however. 
Pasted on one of the glass drawerfronts in the shop 
is this label: "Leadbeaters For Man or Beast, Lini­
ment for Rheumatism, Sprains, Bruises, Swellings 
And All Complaints Where An External Application 
Is Required." 
Along both walls are the 14 alcoves shadow-boxed 
by Gothic arcades dating from the 1830's. Here are 
aligned hundreds of apothecary jars—said to be the 
finest private collection of medicinal bottles in the 
United States. Many still contain drugs and chemicals 
and spices. As the sun comes through the store­
front windows, it catches the gold leaf across many 
of the bottles—reflecting such legends as P. Acaciae, 
Pimento, R. Serpent, Calamus, and S. Celery. 
STILL in place beneath the alcoves are the mahog­
any drawers of the 1790's. Two long counters run al­
most the length of the one-room store. One holds a 
case containing the old ledgers, Doctor Dick's dinner 
invitation, and other memorabilia. There are also 
weights and scales; doctor's traveling cases that look 
like square cookie tins and have compartments for 
leeches ^ spring lancets used to bleed patients, and a 
German thermapHor made of leather—forerunner of 
the Thermos bottle. 
Despite its glorious past, the historical poltergeist 
that haunts the Stabler-Leadbeater Apothecary was 
not noisy enough to scare off the economic depression 
of the early 1930's. One hundred and forty-one years 
after its doors opened, the business was bankrupt. 
In 1933, its entire stock, together with fixtures, was 
put up for auction. Ironically, history of another 
kind marking a new age played a part in the demise. 
The auction proceedings were the first in the United 
States to be broadcast over radio. —. 
The complete pharmaceutical collection was pur­
chased by Mr. L. Manuel Hendler of Baltimore. At 
the same time, a group of local citizens, determined 
to preserve the historic drugstore, organized the 
Landmarks Society, which bought the building for 
restoration. Hendler allowed the furnishings to re­
main in the store. In 1948, he and Mrs. Hendler pre­
sented the entire collection to the Landmarks Society, 
which today operates an antique shop in the adjoin­
ing building to help maintain the museum. 
The apothecary in the heart of historic Alexandria 
is open from 10 a.m. to five p.m. Monday through 
Saturday. Even a casual visitor cannot help but dwell 
in historical imagination as he stands where Wash­
ington and Lee once walked the bare wooden floor. 
Or perhaps his reaction will be more akin to that of 
movie actress Myrna Loy, who on her first visit to 
the apothecary, remarked "To think, they accom­
plished all this without ever once serving a ham 
sandwich or a cup of coffee!" END 
.961 
\ Ss » — 
55 
pi 
p 
J ROM as fax as Chicago, 200 miles away, people come to the little to„ 
burg, 111., to browse among long-forgotten items in Watkins Drugstore 
hardly changed at all in over 65 years. Lyle Watkins, a spry 66, and|. 
who will be 90 next month, never throw anything away. They know tha 
later someone will turn up wanting it. Shelves and counters are era.-
ancient patent medicines—though there is also a thoroughly modern 
scription drugs—antique shaving mugs, old apothecary bottles and curior. 
Youngsters stop in to marvel at an old-fashioned stereoscope or buy s 
they can not only buy a stamp but mail the letter there, too. Customers n 
an 1590 geography or the latest biography of Abraham Lincoln, always-
this area where he lived and began his rise to fame. Minnie Watkins got 
macist's license soon after her husband bought the store in 1887 and 
perhaps the oldest practicing woman pharmacist. When people ask Lyl 
why he doesn't modernize, he shrugs, and says, "I sort of like it the; 
Wmimsx 
t, Watkins works mil! once used to grind drugs. 
Fstore, above, looks much as it did 65 years ago. 
Mrs. Minnie Watkins prepares a prescription while 
her son Lyle reads from a well-thumbed pharmacoepia. 
'  - - - >  
Mrs. Watkins may be the oldest practicing 
>nioh pharmacist. She works in the store every day. 
Antique cure-alls—from Anti-Drunk to Original Indian 
Snake Oil—sit side by side with the newer remedies. 
lyteMakes an order over the ancient phone, equipped 
*jth a crank. Customers drop nickels in nearby box. 
Among his treasured possessions are the first car 
he owned—a 1902 model-and the store's first sign. 
teg 
'mi-WVA pi T 9 
mi 13 
J u l  
it 
AMERICA - CURRENT TRENDS 
Now the corners where the drug stores used to reign have been 
taken over by banks and bistros and sportswear boutiques. A 
drugstore now, if you can find one, in the middle of the block, is a 
place where you grab your vitamin supplements or panty hose and 
get out. It smacks of controlled substances. It doesn't offer a cup 
of coffee, and there are no chicken-salad sandwiches. (27, pg. 332) 
America has given in to the chain drug stores that offer 
efficiency and low prices. These stores are in conjunction with 
discount stores that offer a lot of merchandise at low prices. The 
chain drug stores are located within or close to shopping centers 
or malls that are usually some distance away from the downtown 
area. They offer very sterile and impersonal places where 
customers are known by their prescription number. The only 
symbol that lets someone know that a pharmacy is located 
somewhere in the huge store are the large letters spelling 
"PHARMACY" high on a usually tall wall. Sometimes it will be 
located in a corner part of the store ~ a poor attempt at 
symbolizing the corner drug store that it has almost replaced. 
What made the drug store in the past such a strong symbol on 
main street America and such an important gathering space was it 
uniqueness. Not uniqueness in building form or layout, but its 
uniqueness of components that served such a diversity of people. 
Nothing on main street, as yet, has replaced it. It may be time 
to reintroduce the drug store on our main streets. With current 
concerns for health issues, the drug store could also become an 
important place to obtain current information on current issues of 
health. With the current concerns for health, it is surprising that 
the drug store is now such an unimportant space hidden in 
shopping centers. 
The intended goal of the contemporary drug store should be able 
to encourage these concerns for health and fitness. The 
pharmacist's job should also include giving advice and 
recommendations to people on current health concerns. This could 
be achieved by providing a small health library or computer 
station at the pharmacy counter. The soda fountain could also 
serve healthy foods such as salads, fruit, fresh fruit and vegetable 
juices, and frozen yogurt. The old symbols of the drug store could 
be combined with contemporary uses. 

MSCOUfff CEWTEfl 
PRECENDENTS 
A LONG WAY 
FROM 
LIGGETT'S 
Photographs by Philip Boitcas 
T ^emlike little pharmacy of Sauta Maria della Scala in 
tht cough and dingy Trastevere section of Rome looks more 
like an alchemist's study than a modern drugstore. It is, in 
a way, both. The shop has been run by Carmelite monks 
since 1750, and such fresh-brewed simples as Betoniea (to 
clarify and fortify the brain), Gentian (for dog bites), 
Meadow Horsetail (to stop nosebleed), Ranunculus (to close 
wounds), and a special anise water for curing headaches and 
toothaches are still on the shelves in the original hand-blown 
jars. The herbs are grown and distilled by the monks just 
as they were when Fra Basilio, the founder, spent his spare 
time illuminating the herbal dictionary (see page 119) that 
made the pharmacy famous. Occasional customers still call 
for the herbs and waters, but 85 per cent of the pharmacy's 
business last year was in such latter-day drugs as aspirin, 
sulfa, penicillin and other antibiotics. The yearly volume 
is a modest $25,000, but since the monks work for nothing, 
some 25 to 30 per cent is net profit. It goes to the mother 
house of the Carmelite order for the training of novices. 
Although modern prescriptions are filled by two white-
coated graduate pharmacists (not monks), the Carmelites 
are in charge. Father Arduino presides over the cash reg­
ister (right) and directs Brother Niccolo and Brother Leo-
L nardo in serving customers. Popes and princes used to come 
'to the shop to buy their medicaments and to pore over Fra 
Erbario. Today, most of the trade is in products 
rna >y Squibb and Montecatini, and most of the customers 
are the poor who come from ail parts of Rome to buy the 
relatively inexpensive drugs at Santa Maria della Scala. 
KATHARINE HAMILL 
. 
c 
D 

vclcno 
linfa *. v*f 
IS 
' -sStei 
& .  *  •  • ' * 1  
" »"*r •'A ' % H «. -^ V-' t  ^
E llio's herbal dictionary (opening page to the 
s s poison, and strengthens the gums; Tanacetum 
;ath; Sabina hastens childbirth; Millefolium is a 
;vBununculus (buttercup) closes wounds and heals 
[ 
L 
c 
y i 
M«i£fDUVM RW 
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3W.vl 
r pharmacy office (left), opens the herbal cabinet refully drawn illustrations in Fra Basilio's dic-
of the Virgin hangs between hand-blown carboys, 
r 
These fanciful cones and crosses, suggestive of votive offerings, are 
shapes of mineral salt fashioned by eighteenth-century monks to while 
away long hours of duty in the pharmacy. Even in slack hours some­
one had to be on hand for emergencies. The pharmacy is m an 
building on the grimy square of Santa Maria della Scala'^named 
because a picture of the Virgin was found there under a staircase. 
Ornamental vases in the window advertise the shop's wares to people 
who cannot read signs and labels. Father Ardrnno doubts J h« 
vases were filled with herbs or drugs even in the earl> days ol the 
pharmacy. The jar at left, he says, would have held enough Cicuta 
(water hemlock) to poison 40,000 people. 
* jt '. *rzr<s> 
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1 
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Jtrt:' >•- • • S V" A-$*.'- * 
* 1 
Glasr ties, filled with colored water, are symbolic of pharmacies tin* 
Tt^rlg_ -ver^According to Frederick D. Layoff, eminent New York 
thecary, the bottles probably were first u=ed for the solarization of 
J_ bs; Le.^using sunlight to extract tKeT elsenceil 
v ^rbr-Vorxe , vv vo\. ^52.^ 
^ETPV^XVX^EJR- PQ, \VA-\Z. 
"What a Store!" 
llv l)OI¥ WIIAllTOIV 
\f\ pjHE movies depict a small-town druggist as a 
chubby, placid man in his fifties or sixties, 
with a kindly, restrained philosophy and an 
easygoing, homely, knows-more-than-he-says per­
sonality. His drugstore is small, cluttered and about 
as modern as a 1928 touring car. In the films, flash­
backs are used to show that to this store generation 
after generation have come to gossip, court, drink 
milkshakes and get prescriptions filled. 
Dan Bause, of Boyertown. Pennsylvania, has but 
one thingJn common with the Hollywood version: 
his drugstore is in a small town. The population of 
Boyertown, in the southwest corner of Berks 
County, is 3972. There the parallel begifis and ends. 
Bause's drugstore is something super. Represent­
atives of the big pharmaceutical houses and other 
commercial travelers say _that for luxuriousness, 
completeness and perfection they have seen nothin 
like it anywhere else in the country. Here is a little 
country town not on a main highway. It is served 
by a brunch line of the Reading Railway, but doesn't 
get HO much as one p.-issenger train a dny—only 
freights. 1 IH one newnpuper comes out every Thurs­
day. 11h hotel iw an ancient stono inn where guests 
carry their bags to their roonm and get their tnorn« 
iitg OHIIP by pomoonp rapping on HIP door, 
Tlu» town tiila at the lolling base of tho Fancy 
llilU, iu ipit brieli ho •> t rowtl^d up again#! I he 
sidewalks. Behind the turrets, white trim and 
mansard roofs, nine out of ten inhabitants are 
Pennsylvania Dutch. The telephone directory starts 
with Abrams, Achey, Adams, Aichroth, Albitz, 
Allmendinger, Althouse and Angstadt, runs on 
through many a BrintzenhofF, Dunkleberger, Fron-
heiser, Reifsnyder, Schollenberger and Underkoffler 
to the end: Zern, Zerr, Zook, Zuber. All around 
Boyertown is farming country dotted with huge 
barns, some of stone, a few of brick, many of boards 
painted red and decorated with symbols, stars, 
flags and pastoral scenes. Here, in farmhouses 
dwarfed by their barns, are more Pennsylvania 
Dutch; some families in this country two centuries 
and still speaking English with difficulty, if at all. 
In the midst of aU^hiajaitsJBause's drugstore: 
complete glass front of modern design, windows c>f 
glass blocks, front doors of solid glass slabs, indirect 
lighting, acoustical-tile ceilings, air conditioning, 
departmentalized, showcases • indiv{dually lighted, 
cosmotics section, sodafountain with fifteen bootlis, 
modern open prescription cTcpartment. 
Sounds like u white eleplmuL for such u town? 
Well, Bause's drugstore last yenr reported a gross 
business of $125,000. Recently the editor of a drug 
tnagnziup ihwv tip a pielurp of I hp Rvoratfp drog-
IMIOTOOll A I'll Y, NY 1.1 SA I. A II « '• N 
Only a Dan Bause vodi, 
erect, an ultramodern 12,OH-! 
item drug palace in a count*, 
town of 3900. And only a lb! 
Bause would make it pay. Hi 
glittering emporium gro*» 
$125,000 a year . . . and i* tfc 
pride and joy of Boyertoiit 
store in a town of 20,000 population: lr*M 
of twenty-five feet, floor area of 2000 
and manned by three people. Bause'* frj 
in a town one fifth that size, front* fiftJiS 
on Philadelphia Avenue. It has a main 
of 3000 square feet, plus stockrooms cowl 
o£Eer 3000 square feet. And it employ* 
ancfwomen in addition to Bause himsrif* 
time help from his wife, a registered num.* 
daughter, a high-school girl who pjtch«*J 
and Sundays. 
In contrast to the movie druggist, Do* 
young, tall, slim, tense and ambitiou*. 
i six feet even, weighs only 155, has a (*• 
I a high forehead and a fairly sharp no* I 
is sandy, receding slightly at tho pnrt. lb' 
blue-gray eyes look out through gold-fri."1*/1 
l.inuse is only forty-three, is not u nativt^' 
I town, nnd until fifteen years ago \vn» 
I another counnunity for another (buRK* * 
! built up bin Intpiuppp by eomhiniuK n cbof,,T1*' 
town funnyman personality with 
lined mfc>rohaudiaing, Hujirn'lU-irtlly Ih* 
not seem to blend, but in Dan Bause's hands they 
mix as neatly as any ingredients ever worked to­
gether by mortar and pestle. His personality is 
best epitomized by his boast that no one gets into 
his store without receiving a "Hello" or gets out 
without receiving a "Good-by." His merchandising 
te< que is summed up by such slogans as *' Bause's 
has and " Don't give up until you've tried Bause 
in Boyertown." The boast is not empty and the 
slogans are not mere words. 
If a psychiatrist played word association .with 
Boyertown people, he would discover that, every 
time he said "Dan Bause" the patient replied 
" Hello" and "Good-by." Sometimes one of Bause's 
clerks will forget and a customer will reach the 
front door in silence, only to hear Bause's own deep 
voice bellowing, "Good-by, now!" from the pre­
scription department sixty-eight feet to the rear. 
Tb ^ranger may be startled at the moment, but 
lab -ie will tell people about it. As for the town 
people, they know what's coming, and sometimes 
even stand around waiting for it. Bause's technique 
is so well known now that he occasionally kids it, 
letting a regular customer reach the door, then 
calling him back half the length of the store and 
saying softly, "I just wanted to say good-by." 
Bause can quote psychology to prove he's on the 
right track, and even if some people don't approve, 
he can give you an epigram: "The one half of one 
per cent, don't let them influence your policy.'* 
The Hail-and-Fareweli Formula 
In a speech delivered some twenty-five times to 
Rotarians and such, Bause says, " 'Hello,' Thank 
you* and 'Good-by,' they are three little words 
that are big in the hearts of the American people. 
I know, for I have tried it, and if you have ever 
bought stock on the market, I assure you it will 
never pay the dividends to you and your store that 
those three little words can and will do, if followed 
not two days a week, but always. Today I ran 
honestly say that I have customers who watch and 
wait for it. I have a vivid example of this very 
thing. A salesman who personally operates two 
stores in the coal regions of Pennsylvania made 
monthly visits to my store for seven years, during 
which time he just watched while the clerks and I 
acted as actors and actresses. One day he called me 
to th" booth at which he was having lunch, and 
fina. atroduced himself and explained to me what 
he gathered within my store. He informed me that 
my name had been used on numerous occasions at 
sale* meetings of his own company, and that, in 
fact, he had been compelled to fire two store man­
agers because they did not conscientiously use the 
words 'Hello,' 'Thank you' and 'Good-by.'" 
While Bause employs " Hello-Good-by" gaga to 
gam customer interest, he follows them up by 
actually having the goods. That's the Bause one-
two. For instance, he carries fifty-two different 
brands of toothpaste, twenty-six different kinds 
of men's after-shaving lotion, eighty-one different 
toilet waters. On his cosmetic shelves are twenty-
three brands of lipsticks, each in from eight to 
twenty-seven different shades. The doctors report 
that bis prescription depaxtmsnlisequally complete. 
stocked with new drugs and preparations even 
before the pharmaceutical houses have detailed 
them to physicians. TBoyertown citizens who visit 
specialists in Philadelphia and Reading bring_ their 
prescriptions home for Bause to fill. 
In'1944 Bause took on the agency for the sale of 
Rexall drugs, cosmetics, stationery and such. But 
Bause*s stock rooms, covering more space than most 
drugstores have for sales and stock, reveal a type of 
buying strange to most independent druggists. For 
example, here are eighty linear feet of steel bins, 
four tiers high, loaded exclusively with cosmetics. 
He sells 12,500 Christmas cards a year and 900 
;very<* • cards a week. Altogether, Bause stocks 
iome 000 items. In February he had ninety 
lozen soft-drink glasses stacked in his basement. 
»Vhere many small-town druggists buy a shelf pack-
ige—two dozen—.of anticolic nipples, Bause orders 
hree gross. Last winter he bought 3000 ext ra quarts 
»f ice cream, rented apace Ln a Pottstown cold-
torage plant, and (Continued on I 'ukr V3) 
THE SATURDAY 
"WHAT A STORE!" 
(Continued front Page 23) 
had ice cream to sell all through the 
summer shortage. Such buying means 
ower prices. For instance, 1000 head­
ache tablets may cost four dollars, but 
buying 10,000 at a time may pull 
the price down to $2.25 per 1000. He 
says, " I like to feel I'm making almost 
as much on my buying as on my sell­
ing." 
Bause makes no pretense of passing 
these savings on to his customers. His 
theory is that price is not so essential 
as a good stock. He shows you an extra 
16^ per cent discount and asks, 
"Where can you invest money like 
hat?" He loves to say, "Anybody can 
,ive merchandise away." And the-
proof of his policy can be seen in the 
attitude of Boyertown and the gradual 
extension of his trading area. Every­
one in Boyertown brags about Bause's 
drugstore and insists on showing it to 
visitors. 
A visitor thinks it's queer, being 
taken down to see a drugstore, but 
on getting there, he usually remarks, 
"I never saw anything like it." Boy­
ertown people look on it as a com­
bination Stork Club and Saks-Fifth 
Avenue. They are proud not only of the 
store's good . looks but also of its suc­
cess in drawing customers away from 
places five, ten and twenty times 
Boyertown's size. 
Boyertown is hemmed in on all sides 
by Lansdale, Pottstown, Allentown 
and Reading—cities.with populations 
of 10,000, 25,000, 100,000 and 125,000. 
Normally, cities, like heavenly bodies, 
attract in ratio to their size, leaving 
little places with the trade of only their 
immediate vicinity. Bause has com­
pletely upset this law of mass attrac­
tion. Every businessman in Boyertown 
has a story about knowing people from 
Pottstown, Reading, Norristown, Lans­
dale "who come to trade at Bause's." 
A Boyertown clergyman told me of 
lople in Philadelphia, some forty 
iiles away, who come over regularly. 
"They said to me," he recalled,"' What 
a wonderful drugstore!'" 
Behind his high forehead Bause 
carries a card-index memory of similar 
examples. He tells of a Pottstown man 
who tried for an article in four drug­
stores there, then phoned Bause, got j 
his order filled, "and has been a steady j 
customer ever since." Of three Tren- ! 
ton women who passed through, j 
bought some cosmetics, got home, or- j 
dered six more, " then came back before 
Christmas, making a nice, sizable pur­
chase." Of a Reading woman who was 
told by a department store that a cer­
tain line had been discontinued. She 
found it &t Bause's, began sending 
customers over, and now "she and her 
family visit here at least once every 
two weeks." Bause even makes cus­
tomers out of traveling salesmen, 
reporting that most of them make the 
bulk of their purchases at his store. 
Dan Bause enjoys telling a customer j 
"They're not made—that's the reason 
we don't have them." But he is gloomy 
on missing a sale of a standard item. 
"Nothing," he says, "makes me so 
cross." He tries to make up these occa­
sional lapses by extraordinary service. 
It is not uncommon for him to take 
someone's broken truss to Philadel­
phia. Not long ago an artist ten miles 
out in the hills found he needed nails 
for an urgent repair job. He called a 
Boyertown hardware store, gave the 
size, then phoned Bause and got him 
to deliver them. On Sundays and after 
five P.M. on weekdays Bause's drug­
store handles all Boyertown's tele­
grams. A wire comes in by phone, 
Bause types it out on Western Union 
paper, seals it in an envelope, phones to 
see if the addressee is at home, then 
sends it over by a soda jerker. Bause 
collects ten cents for each wire, loses 
money on every delivery and calls it 
an excellent deal 
Daniel Eagle Bause is an Elk, an ; 
Odd Fellow, a Mason, a Shriner and a 
Rotarian. He is on the advisory board 
of the Y, a member of the board of 
health, an officer in the Lutheran 
Church and, according to a local news- -
paperman, "a fellow who doesn't gripe 
when something costs him a dollar." 
In Boyertown he's called "Dan," 
(Continued on Page 93) 
fCorn in ncrl front I 'agf 9$) 
when they ran out, Bause began tak­
ing names. He had 1500 when he closed 
that night. He even ran out of change 
and at two o'clock that afternoon he 
slipped over to the bank, only to find 
its vault closed and the time lock set. 
9 bank president spent the whole aft-
loon touring Boyertown's stores, 
shops, cafes and saloons. As soon as he 
got a twenty-dollar or fifty-dollar bill 
changed, he hurried to Bause, turned 
in the silver and small bills, and set out 
again. 
Bause ia continually astonishing 
Boyertown. Recently he gave an all-
you-can-eat ice-cream treat to the 
entire school population. With six 
of Bause's clerks dishing it out in the 
school cafeterias, 1100 kids put away 
800 quarts of ice cream. Some years 
> Bause bought at rabbit costume 
i.%. r one of his sons, put him in the store 
Vviiidow, and announced that the bunny 
would deliver any Easter basket pur­
chased at Bause's. One year he adver­
tised that Santa Claus would arrive on 
a certain train. Bause drove him to 
Pottstown, put him aboard, and raced 
back and met him at the station. 
Dan Bause likes to give things away. 
His Christmas presents to doctors are 
expensive. He also gives presents every 
Christmas to the town's policemen and 
telephone operators. Last year he 
poured a couple of hundred dollars into 
fireworks for the Fourth of July. When 
new customers show up with a little 
daughter, Bause likes to come out from 
behind the counter, pick up a $2.75 or 
$3.50 doll, hand it to the child with a 
"This is for you." When the Boy 
Scouts are getting ready for a camping 
trip, he fills their list of needs from his 
store, wraps them up, totals the bill, 
then marks it paid. He says, "I want 
to give it to them, but I want them to 
know how much." 
Bause, his wife and their^ three 
children live over the drugstore In an 
eight-room apartment as modern as 
his hot-chocolate machine. His two 
older sons, by his first wife, are away 
"ow, one with the MP's, the other in 
larmacy college. Bause normally 
works close to ninety-eight hours a 
week. He comes dowm^Jx> the store 
around 8:30 in the morning, and, first 
thing, checks the casK registers. Except 
f*or twenty minutes for lunch at_ 11:00, 
and twenty-live for supper at 4:45, he 
doesfl't leave the store until closing 
time around 11:00 P.M. He always 
answers the phone with a loud, em­
phatic "Bause's ONLY drugstore!" 
And he invariably wears seven or eight 
pens and pencils in the breast pocket of 
his light-cream store jacket. Whenever 
a customer asks, "Why so many?" 
Bause begins fingering the multicolored 
array, rattling off" each one's use: the 
red for bad days, one maroon for re­
ceipting bills, the black for signing 
checks, and so on through yellow, 
brown, gold and the second maroon. 
Bause believes the attention he gets 
would be worth while even if he had to 
buy the pens and pencils at retail. 
His patter is as endless as his work­
ing hours. He calls sill women "girls," 
and when the older ones say, "You 
mean 'old ladies,"' he responds, "No, 
I mean 'young ladies.'" When a tran­
sient customer comes in, Bause can be 
formal. "May I be of some service to 
you? " But if the customer is a farmer, 
Bause changes to, "Can I be of a little 
service to you?" And if the farmer has 
been in once or twice before, Bause will 
say, " Do you think the rain will hurt 
the rhubarb?" Bause has one question 
he puts to regular customers whom he 
hasn't seen in three or four days, " How 
did you enjoy your trip?" The cus­
tomer may respond, "Who told you?" 
Or he may deny having been away, 
whereupon Bause invariably says, "I 
didn't know you were." 
Let someone ask for an article that 
comes in only one size, and Bause will 
crack, "Twenty-five cents, two for a 
half." Invariably, he contends, they 
buy two. He likes to sell shoe polish, 
shaving cream and rubbing alcohol 
with the remark, "Yes, I had some for 
breakfast. Like it with cream." 
One night recently Bause was filling 
a prescription when his daughter 
brought over a check presented by a 
customer waiting a few steps away. 
Bause glanced at it, and instantane­
ously called out, "That's no good! 
After you've cashed it, throw it away!" 
Bause doesn't 6peak Pennsylvania 
Dutch, but uses his kidding to get 
around that deficiency. He knows, 
for instance, that " Wieviel?" means 
"How much?" and when a Pennsyl­
vania Dutchman asks, "Wieviel?" 
Bause replies, "Fine." 
Bause has psychological explana­
tions of why his kidding works, but 
they seem to boil down to flattering the 
ego. With all his wisecracking, he feels 
very strongly on certain subjects. He 
thinks a postage-stamp machine 
"cheapens your stand in your com 
munity." He will not let the term~'cu 
rate" be used^ecause "it implies cu 
i quality." He has no stools at his sect; 
I fountain, because " they encouragejonj 
sitting, which distracts the clerk fr~r 
serving customers." Bause says if thj 
customer has the time"tie can go to ; 
booth and not get in the way. Hi 
doesn't permit tobacco signs all eve 
the windows, because " I want the em 
phasis on Bause." He doesn't let th< 
clerks at the fountain talk and jok< 
among themselves, because "the cus 
tomer doesn't know what's going on 
takes the attitude the clerks don't car? 
therefore leaves." Bause says tha 
customers seeing two clerks workin: 
together silently will excuse a delay 
on the ground it is necessary, but if thi 
same two clerks, working just as hard 
are talking, the customer gets the irie* 
the delay is unnecessary. 
Similarly, Bause says a cus'emei 
who would fret at one minute's delaj 
if ignored will cheerfully endure fiv« 
minutes' delay if told "I'll be with yoi 
shortly." Bause never suggests sma 
sizes to customers. He believes it pa^ 
his customers to buy the large size an 
that it pays Bause to get the customer 
ninety-eight cents rather than his nin« 
teen cents. Recently, in a Philadelphi 
drugstore, Bause handed his wife 
dollar bill, told her to ask for aspiri 
without mentioning brand or price 
and to buy whatever the clerk sug 
gested. 
The clerk was surrounded by aspirii 
in fifty-nine-cent and one-dollar bot 
ties, but lifted out a ten-cent tin, say 
ing, "You want the small size?" Th< 
result, according to Bause, "was tha 
the employer got a mark-up of approxi 
mat sly four cents instead of a possible 
thirty to thirty-five cents." 
W hile Bause test-shops like this 
away from home, back in Boyertown 
he indulges in another kind of testing. 
He buttonholes business friends and 
earnestly inquires, "Am I the same 
Dan Bause you met in '35?" Appar­
ently the answers are always "Yes." 
THE F.NT 
yd. £\°! 
T A ? 
•- 3??S2a£»«EL . 
£g 
s 
dtr**-m I«J»I« wii ilii «£u* 
Itr PETE MARTIN 
Haven for out-of-work ac­
tors, as well as famous stars, 
this drugstore will sell you an 
aspirin, call you a taxi . . . and 
even find you an apartment. 
Actress Janet BJair tells all to Columnist Sidney Skolsky. He picks 
up many items at Schwabs', which is liis mailing address and office. 
Constantly amazed at the popularity of their drugstore are Leon, Jad 
Bernard Schw ab. The fourth brother, Martin, is on active duty in t 
Helmut Dantine searches a borrowed fan magazine for a picture of lit 
Dantine. Anyone paying money to read a periodical is considered a trifli 
(7] f\jHE neon lights coiling along its front spell uJt 
I SCHWABS', but it is known to its loyal patrons 
«J_L as the Schwabadero. This fancy label insp1*— 
by the name of the lush film-colony bistro, the Tr< 
dero, was bestowed upon it by Hollywood's i 
columnist, Sidney Skolsky. Skolsky is the Schwaba-
dero's five-foot-four-inch elder statesman, and :i~ 
unpaid public-relations counselor. He constantly r 
ticns the Schwabadero in his column right along ' 
such bespangled Hollywood niteries as Ciro's and the 
Mocambo. 
Schwabs' is not the biggest drugstore in existe 
It is not even the biggest in Hollywood, but it cc 
very close to being the most unusual drugstore in th< 
world. Hanson's Drugstore in New York is, perhaps 
the nearest approximation to the Schwabadero. St 
gling young actors and actresses make Hanson's t 
headquarters, too, but, as any patron of the Schwa Da 
dero will tell you, "Hanson hasn't got the Schwabs.' 
Schwabs' is owned and operated by four brothe 
Jack, Leon, Bernard and Martin Schwab—who re: 
their success with a kind of harassed delight. " x u< 
place is jumping with customers every evenjng, espe 
daily after ten-thirty^ but_we don't know what ca— 
it7' says Jack Schwab. 
Skolsky comes as close j\3-&nyone io_puiling a.£L0~ 
on the Schwabadero'^, uniqueness. "You take thi: 
element and that element, and you put them aLli" 
gether," he said, "and you've got a joint lika_LhiaP 
acharacterm itself—like Sam Goldwyn is a char* 
AruTHiPs a gold mine. It probably grosses twis 
much as any other drugstore the same size anywc.' 
The quality that is the Schwabadero does n<* 
pear readily to the naked eye. Walking into it* 
walking into any other well-stocked, busy noi£ 
place of its kind. But with Skolsky standing by 
an eye-dropper-size interpreter, the real, or ® 
Schwabs' becomes visible. 
"First of all," Skolsky said, "you take the' 
people who come in. A lot of struggling younjf* : 
guys and dolls who hope to break into pictures1 j 
rooms near by, drop in for breakfast or breakfa-®\ I 
lunch combinc-d. Mostly they lunch off of bre* j 
choc-malt or filet of sandwich. They have p ; 
stretching down to an art. A coke-stretcher is5, • 
who can stretch a coke for two hours or more- , 
place is their club and office combined." 
The telephone booths in the Schwabadero are>* 1 
full of characters calling up Central Casting, 
agent, or a friend who might know about ajl" 
pictures for th«.;u if they hurry. The traffic 
and out of the booths are so congested ths* 
Schwabs persuaded the phone company to 
three extra booths in the vacant lot next door. 
The front of the store is dubbed " the reading r0| 
The magazine rack and stacks of periodicals ;ire 
• 1 •> many drugstores there are signs that read, 
Do NOT HANDLE THE MAGAZINES UNLESS 
I.VJVTKNU TO 13UY. "The habitues of the Schwaba-
jyjo tfcirk you're queer if you buy one," said Skolsky. 
\i rar.iltimea they carry a copy of Variety or the 
&-*. »ood Reporter to the counter with them. There 
* rts unwritten law that if you get a coffee or coke 
on one, you're supposed to buy it. 
""Sthwubadero graduates come back," Skolsky said. 
Gardner, the Archie of Duffy's Tavern, stops.in 
the gang on broadcast nights. Among the other 
figures who patronize the place are Charles 
Lr-vwon, Olivia De Havilland, Orson Welles, Rita 
ii»-.*urth, Judy Garland and Frank Morgan. The list 
* « kng as an arm with a boardinghouse reach. But 
C«primarily a hangout for stars. It's just thaTa 
•yu j) .^t. of people come in because they feel comforf. 
i Vre. Apia& ike tlus is a curiosity to Hollywood." 
1 
.v Schwabs have ways of discouragirig auiograph 
ur<k When Frank Sinatra first came to town, he 
•cobbed by bobby-soxers at Pasadena when he 
• d the train. His manager called up Schwabs' 
u J, "Sinatra is living here now, and he'll be corn­
eal time to time, and we don't want him both-
As far as the Schwabadero was concerned, the 
''' "1 , ,vas superfluous. "He comes into the place 
• /'jjdy bothers him in any way," remarked Skol-
As fl matter of fact he is ignored with such 
enthusiasm that he begins to worry in reverse and 
wonders if he's slipping." 
To Jack Schwab, the average celebrity is just a 
character who comes in for more aspirin. "Sometimes 
I don't recognize the name people who come in here," 
he said, "and it's embarrassing for me, but not for 
them. Most of them don't want any fuss made over 
them. That's why they come. The women stars walk 
in with no make-up on and wearing slacks and their 
hair stuffed up under a bandanna. One night some 
strangers who'd dropped in were complaining, 'There's 
nobody here who is anybody.' While all the time, two 
tables away were Lana Turner and Ginger Rogers." 
"Any other place in Hollywood, you're rated on 
your position," Skolsky points out. "A headwaiter in 
one of the dollar-and-a-half-for-ciiopped-chicken-liver 
places knows I write a column, so he's nice to me. But 
at Schwabs', they operate on the notion that Joe 
Doakes is just as important to Joe Doakes as Lana 
Turner is to her." 
Without any special encouragement from the broth­
ers Schwab, a "guest-help" custom has sprung up at 
the Schwabadero. When time hangs heavy on their 
hands, the regulars drift up to the cashier's counter 
and begin to make change for the crowds. Occasion­
ally one of them pinch-hits for a worker back of the 
P H O T O G R A P H Y  B Y  G E N E  L E S T E R  
soda bar and whips up choc-malts or fudge sundaes. 
Many a producer, publicity writer or budding starlet, 
lounging at ease in Schwabs' behind a glass showcase, 
has been approached by an eager =>nopper wanting to 
know if there is any clii-chi perfume on_deck .or hys_ 
that shipment of cleansing tissues come in yet. Without 
turning a hair, those so accosted search_the shelves 
until they find the desired product, ask one of. the 
Schwabs the price and wrap it up to take ouiL 
This urge to be a part of the Schwab staff is not 
confined to grownups. Last Cliristmas, when asked 
what he wanted most from Santa Claus, Joan Blon-
dell's small son, Norman Scott Powell, declared that 
he wanted to be allowed to wait on customers and 
clean up the floor at the Schwabadero. The Schwabs 
were big about it, and Norman spent a blissful day 
dishing out bottles of bath salts and pushing a long-
handled brush over the terrazzo surface. 
When the two regular delivery boys are out on a 
run, medicines or other items needed in a hurry are 
frequently dropped off at the homes of the ailing by a 
Schwab customer on his way home. 
"At times the brothers go to such lengths in helpful­
ness, it seems remarkable that they have any time left 
for anything else. Charles Laughton rushed up to Leon 
Schwab several years ago. panting, "A man is trying 
to sell me an auto, and I wouldn't buy it without your 
okay."  Leon took Off  h is  (Con t inued  on  Huge  35 ]  
nn 
FANTASTIC PHARMACY 
(Continued from Pugt- 23) 
•hite coat, drove around with the dealer 
iticl got the car for Laughton at a smaller 
^-ice than was first asked. 
• pother Schwab service includes run­
ning an unofficial rental office. A group 
s friendly real-estate brokers notify the 
c^hvvabs when an apartment or a house 
.y at>out to be vacated, and the Schwabs, 
v*-ho are constantly besieged with re­
quests for such information, divvy up 
Jy. tips among the homeless. Peter 
Loire, desperate for a bed in which to 
bis poached-egg eyes, was eased 
jjto a home through Schwab assistance. 
At one time there was a drugstore 
nght across the street. The Schwabadero 
*ss barely conscious of its presence, but 
eiie night their attention was forcibly 
drawn to it. At eleven forty-five the 
phyne rang. Leon Schwab took the call, 
a woman's voice said, "I wonder if 
TOU'11 do me a favor. Will you look 
icross the street and see if the drugstore 
ihcre is closed?" Obediently, Leon went 
to the front of the store, looked and re­
ported to the unknown questioner. "If 
you hurry, I think you can still make it. 
li's still lit up." None of the Schwabs 
*<nsed to think Leon's helpfulness of 
liiis occasion anything out of the ordi-
ttiry. 
There is a taxi stand just outside the 
iiore, and customers and even total 
grangers seem to feel free to call the 
Schwabadero any time—day or night 
even after closing hours—to demand 
twistance in obtaining transportation. 
Vi hen such calls come, the Schwabs dash 
-•v.dly into the street to flag a passing 
ibtiie. If they fail, they return crest-
-•.r.eii and say into the phone, "Leave 
your number and address, and we'll call 
when we get one." If a customer is 
~i=t<le to pay his taxi bill—and a lot of 
'ixzz are trying to get along on very 
uVrt money—the Schwabs pay it for 
a and put it on his bill. 
But the Schwabs take care of the needy 
" even more elaborate ways. A writer-
i-'ccior, having fallen upon lean days, 
was unable to pay his bills, and hi:-; wa(»T 
was cut olT. All he had to drink in his 
home was a cellar filled with ehamp . i-p.c, 
put there during one of his pros-i.f.u:; 
periods. For a while he tried drinking 
the contents of the quarts, maenums and 
jeroboams he had stored away, but in­
stead of quenching his thirst, his iiba-
tions only seemed to increase it. In des­
peration he tried selling his water sub­
stitute to the Schwabs. The Schwabs had 
plenty of champagne on hand, but they 
bought it anyhow, and with the money 
that changed hands, the parched on-i paid , 
up his back water rent and was able +.o 
live normally once more. 
Not long ago the Schwabs received a 
telegram from Song Writer Cole Porter. 
The wire came from New York and read: 
"Could you send some of Bea Liilie's 
favorite brand of English cigaiei.tes? 
Can't get them here." The Schwabs 
could and did, via air mail. "Every day 
we ship stuff to people around the coun­
try," said Jack Schwab. "Cliristmas a 
year ago, a fashionable store in New 
York ran out of perfumes and referred 
more people to us than we could take 
care of. Our cigar stock was called the 
best in the country by an American 
cigarette-and-cigar-company publica­
tion." 
The Schwabadero also does a large 
business in whiskies and wines. The war 
has put a crimp in such luxuries, but it 
has also given the store unusual oppor­
tunities. During the last War Bond drive, 
Schwabs' sold $700,000 worth of bonds. 
During the preceding drive, they dis­
posed of bonds amounting to $350,000. 
"It was very simple," said Jack. "We 
just asked our customers to buy a bond 
with each case of liquor we sold." For 
its patriotism and ingenuity, the Schwab­
adero was cited by the United States 
Treasury Department. 
The Schwabadero cashes upwards of 
150 checks during a week end and as 
many as 10,000 in a year's time. But 
last year, the checks that bounced added 
up to the amazingly low total of seventy-
five dollars. A list of theje now on the 
upbeat who were fed by Schwabs' on a j 
(Continued on Page 37) 
( C o n t i n u e d  f r o m  P a n e  U S )  
-rtdit basis while they were "looking 
Crounci" would make fascinating reading," 
if the Schwabs would supply it. 
only those with one foot placed 
. 'ccariously on the first rung of the 
movie ladder eat at Schwabs'. When 
hck Warner, of Warner Brothers Pic­
tures, called the Cagney home one night, 
he was told, "I'm sorry, Mr. Warner, 
the Cagneys are dining out." Impressed 
by such plush-carriage-trade phraseology, 
Warner was just about to ask whether he 
could reach them at Chasen's or Mike 
Romanolf's, when the Cagney maid said, 
••They're dining at Schwabs'." 
Around ten-thirty the Schwabadero 
"floor show" begins. There are no enter­
tainers and no music, and the "show" 
consists merely of a lot of people standing 
around talking to each other. Ten-thirty 
is apparently the hour when the faitEful 
feel a compulsion to drop whatever 
they're doing and visit^ Schwabs' _to 
mingle with the gang. By eleven, stand­
ees are three and four deep in front of the 
counter and are spilling out into every 
r.'X>k and cranny of the place. 
That the Schwabadero has a flavor all 
its own can be vouched lor by a dog 
named Cash. Cash appeared one night 
just when the floor show was getting 
under way. He sniffed the patrons in 
friendly fashion, then, at closing time, 
trotted out. After that, he was a frequent 
\isitor. One evening a refugee from 
Nazi-held France was among those pres­
ent. Seeing Cash, he let out a cry of joy 
and embraced liim. Those who witnessed 
the reunion discovered that Cash be­
longed to a writer named Robert Thoeren, 
.•luthor of the screen play, Mrs. Parking-
ton. Both Cash and Thoeren had been 
'•mous in Parisian cafe circles before 
Vie German occupation. Cash had been 
v nd of the night life on Montparnasse 
•itd had been an intimate of actors and 
-v.-uvsses there. An unerring instinct for 
::;c American equivalent of his European 
h-.unts had led him to Schwabs'. And 
Skolsky is very proud of the fact that 
t!.c- Cafe du Dome, the Rotonde and the 
Schwabadero all smell alike to the keen-
r-?t nose. 
A great deal of business having no 
relation to drugs or soda-grille luncheons 
«•»* whisky or perfume is conducted in the 
Schwabadero. Winnie Sht-t-han, one-time 
v-ncral manager of the Fox Company, 
-d in a near-by canyon. When the 
"xla came, washing out his phone con­
ations and roaring away with his auto, 
>r,t-ehan had a big business deal pending, 
he trekked down to the Schwabadero 
"d plunked himself in a phone booth. 
• vfore he came out he had closed with 
• '<*w ^ ork for the film rights to the Eddie 
••'•-kenbacker story. Not long ago, 
^gent Ben Medford noticed a girl's face 
reflected in a Schwabadero mirror. He 
waited till she was through making her I 
purchases, then asked her, "Are you in 
pictures?" 
" No," she told him, "and what's more, 
I'm leaving for home in the morning." 
"You just think you're leaving," Ben 
said. "You've got yourself an agent, and 
you're going to be a starlet." He was 
right. 
Rival drug companies attribute a 
large part of the Schwabadero's success 
to the publicity Skolsky has given it. A 
syndicate approached him once and 
offered him money to hang out at another 
drugstore, in which they were interested. 
The owner of a chain of drugstores asked 
him to go on the air for them. He re­
fused both offers. 
Skolsky conducts all his business at 
Schwabs' and uses it as his mailing ad­
dress. He takes his phone calls there too. 
Among the medicine bottles in the rear of 
the store, a small space is reserved for his 
correspondence and other papers. The 
Schwabs send his copy down to the news­
paper office for him every night. From 
there it is distributed all over the coun­
try. 
Skolsky finds Schwabs' a rich mine of 
information for his column, and a seat 
at the counter there is to him what a 
table at the Stork Club is to Winchell. A 
typical Skolsky evening's gleanings in­
cluded such glowing items as the news 
that Adrian Scott, the producer, was 
eloping the next day with Anne Shirley 
to Las Vegas; that Clifford Odets was 
going to do the next Cary Grant picture, 
and that Helen Forrest was going to be 
cast in a forthcoming Hal Wallis picture. 
He could be reasonably sure of the ac­
curacy of these tips, since he obtained 
his information from Scott, Odets and 
Helen Forrest themselves. 
Despite the fact that Schwabs' has 
been going ahead for fourteen years at an 
ever accelerating pace, the brothers still 
seem fearful that they'll wake up one 
morning and find their source of liveli­
hood vanished like a hashish dream. Be­
fore the city authorities banned pinball 
machines, the Schwabadero' housed two 
of those contraptions, complete with 
lights flashing on and off, bells ringing 
and all. A nightly feature of the "floor 
show" was pinball tournaments, with 
claques cheering the contestants. " When 
the pinballs were ruled out, the Schwabs 
worried themselves sick brooding over 
the possibility that the place would fall 
apart," said Skolsky. 
"I wish we could sell twice as many 
postage stamps as we do, and we sell 
plenty," said Jack moodily. "It brings 
that many more people into the store." 
That kind of thinking is perhaps the most 
significant reason why the Schwabadero 
continues to roll merrily along. 
w  
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\Z. \ V-1'-: > c" . Z 2_ - 2 t: "V" 
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PENNSYLVANIA DRUG 
COMPANY STORE, 
NEW YORK CITY 
A N  A L T E R E D  S T O R E  
¥ BUILDING PLANNED FOR 
I" MERCHANDISING NEEDS 
; - By ALLMON FORDYCE, Architect 
KKCHAXDISING needs and operating prob-
•' Icms were the determining factors in the planning, 
^decoration and lighting of the drug store. It was 
^decided by the Company at the outset to discard 
ml! cut-and-dried methods which had proved in-
— adequate or hampered sale, and to employ new ideas 
which were logical and efficient. This freedom of 
"lack <>f the merchandising problem by the ifeer-
tftant paralleled the functional approach to the 
"^architectural Resign of such a store by the architect. 
f MERCHANDISING PLAN 
 ^There are about 22,000 items in the inventory of 
the average large drug store. The display, storage 
and sale of these articles are simplified into the 
(lowing divisions: 
end Prescriptions and Accessories 
-The vile of such articles, which was the original 
-y 11icti'ii! df the drug store, is imbedded in the sub­
conscious mind of the buyer. He gpes to a drug 
r»rc to purchase these articles and they are so 
awl at the rear of the store that he must pass 
the displays of items less connected in his mind with 
-thctlrug store, both coming in and going out 
•• 9 •I 
mm gsHHj AH 
Garrison 
PENNSYLVANIA DRUG COMPANY STORE. NEW YORK CITY 
ALLMON FORDYCE, ARCHITECT 
Cosmetics, Perfumes, Theatrical Make-up, Etc. 
These luxuries are a feature of the drug store and 
occupy the largest display and storage space. There 
is enormous profit on such items. In perfumes 
PENNSYLVANIA DRUG COMPANY STORE, NEW YORK CITY 
ALLMON FORDYCE, ARCHITECT 
A U G  U  S T  
Hr 
Garrison 
Garrison 
PENNSYLVANIA DRUG COMPANY STORE, NEW YORK CITY 
AILMCN FORDYCE. ARCHITECT 
PENNSYLVANIA DRUG COMPANY STORE, NEW YORK CITY 
ALLMON FORDYCE, ARCHITECT 
&«'* ion 
PENNSYLVANIA DRUG COMPANY STORE, NEW YORK CITY 
ALLMON FORDYCE. ARCHITECT 
alone i Iktc are fifteen manufactures which offer 
uianv lines, types and varied sizes. The usual long 
display case with itsjumble of articles confuses 
the eve and the mind of the prospective buyer. 
Thrn-tV >re this display was broken up into smalj 
tit:-' - which could focus attention. Such extremely 
»mai: articles as lipstick and compacts, which here-
t"f'»rr were lost in big storage drawers, are dis­
played and stored in three small cases on top of 
the counter display cases. The rear wall case, of 
brushed chromium steel__and_ cglored_m,irror§ and 
ela**, which is essentially for storage, provides a 
brilliant displav. with the closely packed and varie-
c< •lured bo\es~and bottles. 
Tobaccos, Cigarettes, Pipes and Accessories 
t t-jarrttcs may be bought at any corner in this 
st'cti• «n of Broadway; therefore it was necessary 
j'iacc the cigar department next to the entrance 
where it could be seen from the street, thus attract-
the passer-by as well as the customer as 
enters and leaves the store. 
^•ndies 
•
Jv!
- island displav is arranged in stepped sections 
the entrance from which the buyer can sec and 
lunulle the cellophane-wrapped packages, thus 
breaking down all barriers between the product to 
be sold and the buyer, The display is a composite 
of the varied products of about 25 manufacturers, 
each of whom has 4 or 5 different packages. 
Novelties, Paper. Pens, Toys, Clocks, Cameras, Etc. 
These center island displays are arranged for items 
which the buyer can look at and handle. These 
fast moving products, fads, crazes, and bargains 
are constantly changed depending on quick turn­
over for successful merchandising. 
Books 
A miniature book shop, compactly arranged, pro­
vides new books, best sellers and inexpensive re­
prints. 
Telephones 
One of the important attracting and remunerative 
features of the store is the telephone room pro­
vided on a mezzanine at the rear of the store. 
The Soda Fountain 
This, the most remunerative division of the drug 
^ToreV"pavs all the overhead expenses. The two 
fountains make a flexible economical operation 
possible, since the rear fountain only operates 
(Cont inued on fane 104"> 
PENNSYLVANIA DRUG COMPANY STORE. NEW YORK CITY 
ALLMON FORDYCE, ARCHITECT 
A U G U S T .  1 9 3 2  
JEFFRIES POINT BRANCH 
An Alteration for the Boston Public Library 
ANALYSIS OF UNIT COSTS ON BASIS OF CONTRACT FIGURE, SHOWING INCREASES 
IN COSTS FROM ALLOWANCE FOR VALUE OF BUILDING ON SITE 
Seating 
Basis of 
Figuring Cost 
Construction Cost. $19,806.66 
Construction Cost 
Plus $2,000 for 
Building $21,806.66 
Construction Cost 
Plus $4,000 for 
Building $23,806.66 
Floor 
Area 
Sq. Ft. 
Volume 
Cu. Ft. 
Book 
Capacity 
4740 51.780 12,576 
Capacity 
of 
Reading 
Rms. 
Cost per 
Sq. Ft. 
of Floor 
Area 
Cost 
per 
Cu. Ft. 
Cost 
per 
Rook 
Cost ;<rr 
Seat :r, 
Reading 
R m •.. 
$4.18 $0.38 $1.58 $238.30 
T 83 $4.60 $0.42 $1.73 $262.73 
$5.02 $0.45^4 $1.89 $284.42 
nroll!^re £r0perty ^oug^lt tor alteration purposes, the building is of importance. Perhaps more will be paid tor %-k 
d.feJe shouTbl charg7d%o MdiSgycS«rby ^ 1 """ bU"dinS inS,K,d °f rem°deli"x TT, 
buMn^pr^Sb" flTrSmau "" baM>"S C°5' Ms The middl,: line' 
The low ceiling heights make cubic cost high as compared with square foot cost. 
PENNSYLVANIA DRUG COMPANY STORE, 
NEW YORK CITY 
By ALLMON FORDYCE, Architect 
(Continued from page 9 5 )  
during rush periods—at lunch, dinner and after the 
theater thus keeping the front soda fountain busy 
all day. 
Th« Coffe* Room 
The balcony around the center well of the store is 
developed as a space for eating more leisurely than 
at the soda fountains downstairs. Besides the cus­
tomary ice cream, drinks, sandwiches, and salads, 
and light meals for matinee, tea, and after the the­
ater crowds, there is a complete restaurant equip­
ment for a luncheon and dinner. 
THE ARCHITECTURAL PLAN 
The essential aim of the design was to provide a 
simple background against which the displayed 
merchandise became the decoration. The lighting 
of the displays was of primary importance. Im­
mediately after the merchandising plan was settled, 
the lighting engineers and craftsman were called 
in consultation with the architect and the scheme 
of lighting was determined. 
EXTERIOR 
Lighting—Blue Xeon light of double intensity 
was used in decorative stripes and in the lettering 
of the names. The window displavs are kept 
below eye level, and the interior is so illuminated 
that the passer-by has a clear vision of the interior 
ofThe store. ' 
Materials Black glass, aluminum, red Formica. 
INTERIOR 
Lighting The position of the lighting units was 
determined by the displays, each being brilliantly 
illuminated. The aisle or public space was kept 
less intensely illuminated by using only " reticcted 
Floors and Stairs—Black and yellow terrazzo 
with use of other colors as decorative focal spots 
at doors and stairs. 
Walls a>id Columns of Store—Maple Flexwood 
waxed a natural yellow to give maximum warm 
light, striped with silver and vermilion. 
Ik alls of Coffee Room—Salubra paper of yellow 
color, white enamel trim, blue Fabricoid on door?-
Ceiling under Balconies—Flat white reflecting 
surface. 
Ceiling over the Well and Coffee Room— 
Aluminum leaf. 
Fixtures—Bird's-eye maple woodwork, Belgian 
black marble base, chrome-steel trim, black linoleum 
on counter tops and steps of soda fountain, colore*' 
mirrors for shelves and lining of cases, vermili"'1 
aniline dye used for staining railings and lininC 
of cases, plate-glass doors and shelves. 
K£,CjOv- 3 , 
3:5 
A U G U S T ,  I  3  -  *  
n O  B  L  E M  A  
U  G  S T O R E  
Requirement!: The modernized corner drug store is to provide for the jelling of many types of smell 
merchandise, es well it medicines end prescriptions. Among other things the following "departments" 
must be provided for: sode fountain and lunch counter, cigars, candy, toilet articles and cosmetics, 
proprietary medicines and home remedies, sick room supplies and rubber goods, packaged drugs, 
and prescriptions. 1 The kitchen for the lunch counter may be considered to be in the basement if 
proper stairs, conveyors or dumbwaiters and flues are shown on the plan. . . . Dimensions: The building 
is on a level corner lot 25'-0" * 75'-0", the short side on the north side of Main Street; the long 
side faces west on the side street. The east party wall extends 6" into store lot. The present clear 
height, floor to ceiling, l2'-0'\ 
FIRST PRIZE:  M.  RIGHTON SWICEGOOD, NEW YORK 2 I 2  
This design is straightforward and restrained and has window of proper size for the display of drugs. 
It possesses an intimate character which makes it suitable for a tmall community. It could effectively 
adjoin any building or habitation. It is'-original without being bizarre, and entirely modern in its 
design. The corner display is arranged to attract prospective customers. The projecting window recalls 
the similar projection of the old store which was to be modernized. Many merchants may want to 
enlarge the display window area by a substitute treatment of area at right of entrance. The objective 
of this smaller window, with its wall enframement, is evidently to concentrate attention on special 
objects for display—a principle that has been used with success in several types of stores. fl Thes 
compounding of prescriptions, which is the original and continuing function of the business, can be 
emphasized by having the pharmacist work behind glass partitions where he can be seen. Some few 
neighborhood druggists might prefer to putter in a secluded back room. The plan of the first-prize 
design is readijy adaptable to either type of prescription department. H The exterior, the plan, and 
the interior design are consistently simple and attractive. The »ign is located near the corner where it 
would be readily seen. H The entrance to the main street is conveniently near the corner; the side 
street entrance is beyond tHe center of the store, affording good circulation through the store. 
SECOND PRIZE: 
it&m 
- |
* 
THIRD PRIZE: 
KABLE MENTIONS: 
|§£h -
G. FOSTER HARRELL, JR., NEW YORK . 213 
A difference of opinion exists regarding the advisability of corner entrances or center main street 
entrances. For corner stores the choice is usually a matter of personal preferenct, or,, in particuUr 
locations, of greater accessibility versus greater display. fl This drug store has the corner entrance and 
also a large amount of well disposed window display. The projecting hood is an attractive feature, 
serving both to emphasize the horizontality of the design and to prevent excessive glare from window, 
reflections, f The design is well adapted to a drug store, and is simple and consistent throughout. 
The plan is a good standard layout. An interest ing minor feature of the front is the toe-space for 
those who must stand close to the window. 
NICHOLAS B. VASSILIEVE, NEW YORK 214 
Openness of access has been overemphasized with some loss to interior space. In some communities 
this store would provide more entrances than necessary for the traffic, except at movie hours, and 
more of the front could be used for show window display. Display has, however, been reclaimed by 
showcases at side of entrances. J The octagonal corner case would be effective for' the display of 
merchandise. The shadow box window at the right would probably need to be lowered so that small 
customers could see the special dramatizing display, The distribution of merchandise in the actual 
store would undoubtedly be changed for greater convenience than indicated by the lettering on 
the plan. 
MORRISON BROUNN, NEW YORK . . . . 215 
MICHAEL AUER, NEW YORK 216 
ISADORE SHANK, ST. LOUIS 217 
MONTGOMERY FERAR, DETROIT 218 
VERNER WALTER JOHNSON, PHIL BIRNBAUM, 
FAR ROCKAWAY, N. Y 219 
WILLIAM TUNTKE, HOLLYWOOD, CALIF 220 
ROBERT F. MCCLELLAND, VICTOR N. JONES, SEATTLE, WASH. 221 
HARRY LON ROSS, PHILADELPHIA 222 
MELVIN L. WOLFSON, OAK PARK, ILL 223 
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AMERICA 1930's - 1960's 
Problems: 
Ten to be very commercially oriented. 
The pharmacy counter is either concealed; in the rear, or 
non-existent — can forget a pharmacist is in buisiness. 
Good points: '» 
Good merchandising techniques in location of merchandise and 
in lighting. 
Lighting is an important factor in the character of the store 
displayed inside and to passersby in the window display. 
Intended goals of the contemporary drug store: 
To create a contemporary image for the drug store. 
To create a contemporary drug store with recognizeable 
symbols of the traditional drug store. 
LI UJOW 
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Unusual circumstances 
allow architects Robert and 
Trix Haussmann to develop 
a totally unified theme in the 
remodeling of a medical 
building pharmacy. 
This page: In the expansion and 
redesign of the Stauffacher 
pharmacy in Zurich, the entire 
ground-floor facade of a medical 
building was redone, using 
travertine cladding and playing 
on a theme of Greek crosses. 
Leaded green and white glass 
crosses are inset into floor-to-
ceiling-height cross-shaped win­
dows. 
Opposite page: The cruciform 
windows (top) give views into the 
interior, which has travertine 
floors and counters, oak cabinet 
work, and a polished steel strip 
ceiling (below). 
f 
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204 
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2SSSE5E2SZ 
When Zurich architects Robert and Trix 
Haussmann were commissioned to redesign a 
pharmacy located in the ground floor of a 
medical building, they had two aims in mind. 
They wanted to give the pharmacy a new and 
more ef fi cYent"organization, and theyjvished 
to develop a new image .for .i^. 
As luck would have it, the coffee shop that 
used part of the ground floor became vacant 
at this time, and the pharmacy was able to 
extend into its area. To unite the space?, 
however, the main entrance to the medical 
building had to be relocated, requiring major 
facade changes. The architects took the op­
portunity to recommend rebuilding the 
ground floor facade in its entirety in order to 
develop a unified image for the pharmacy, 
and the clients agreed to this undertaking. 
The pharmacy entrance was kept in its 
original position in the curved corner of the 
building, and a secondary door was located at 
the building's main entrance. From here, the 
major theme was developed: floor-to-
ceiling-height Greek crosses form the phar­
macy's fenestration, with a second Greek 
cross, traditionally wrought in lead-framed 
green and white handmade glass, placed in 
each window's center. These unusual 
I 
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-'»ws- fulfill two functions: They establish the 
pharmacy's image from the exterior, and they 
provide the appropriate light and views for 
interior. 
Xnce striato travertine chosen for the clad-
of the facade was felt to be in keeping 
*'th ?he cast stone faqades of the existing 
I940< building. 
)V»h the major theme established, the ar-
f* itccts proceeded to develop the interior or-
ptuzation, forms, and materials. Here, their 
*Slwgs to stress the pharmacy's function of 
providing health care and advice, and to 
Ig^npTay its commercial"aspects: As many 
Sl^as possTBre were enclosecf m cabinets 
• ^ stnaTdTravertine was used~again,"for the 
f t^? rs  and major elements. All built-in fur-
^nin?rS are  s tainec | ancj the acoustic 
i s  of polished steel strip decking. The 
j )C.ec;:vc> ceiling and several floor-to-ceiling-
u mirrors are the only flashy elements in 
« design, creating a somewhat jarring effect 
wrist the sedate and soberly massive traver-
- The architects explain the use of the 
'
lec t lve  surfaces as necessary to extend the 
p ce and to correct some of its faults. 
Pro' reserva^ons aside, the pharmacy 
MCcts. a t lean '  efficient, and stately image, 
unites its exterior and interior motife ex-
P 'oil;illy well. [Susan Doubilet] 
Data 
Project: The Stauffacher Phar­
macy, Zurich, Switzerland. 
Architects: Robert and Trix 
Haussmann, Zurich; Stefan 
Zwicky, interiors. 
Clients: Dr. and Mrs. Langer-
Scotoni. 
Program: to extend and rede­
sign a pharmacy on the ground 
floor of a medical building, and 
to redesign the ground floor 
facade, developing a new image 
for the pharmacy. 
Major materials: exterior: 
noce striato travertine, leaded 
handmade glass window motifs. 
Interior: noce striato travertine 
floors and major elements, 
stained oak built-in cabinetwork, 
mirrors, polished steel strip ceil­
ing decking. 
Photography: Daniel Germann 
and Stefan Zwicky. 
Because the pharmacy's it, 
stresses the dispersion 
care advice over the 
of material goods, a \ 
pharmaceutical sink is a central 
element (left), while catnnets *4-
close most of the wares. A seg* 
mental opening provides a view 
into the laboratory beyond. 
P roarer ArcJrviteA>ve, 
vo\. r\o. ^  N Sejp .^ 
. zo4 - 2.01. 
Dato lo spazio ristretto e profondo in 
cui § stata realizzata questa farma-
ciat le varie zone sono disposte una 
dietro I'altra consecutivamente. II 
banco di vendita all'ingresso £ stato 
posto in diagonale mentre lungo tut-
te le pareti sono disposti gli armadi 
e i contenitori delle medicine che, 
in questo modo, lasciano libero lo 
spazio nel mezzo adibito a zone di 
lavoro con tavoli e cassettiere cen-
trali. Dove non ci sono gli armadi e 
le scaffalature sono stati posti, alle 
pareti, degli specchi che allargano 
visualmente lo spazio e «muovono» 
con i riflessi tutto I'ambiente. Con­
clude il susseguirsi di zone un'area 
adibita a laboratorio ed una per 
I'archivio delle ricette. II deposito 
nel sottosuolo e I'amministrazione, il 
guardaroba ed un cucinino al piano 
superiore sono raggiungibili con delle 
scale inserite dietro gli armadi. 1 
materiali sono uniformati in tutto 
I'ambiente: il pavimento 6 in gomma 
a bolli, gli armadi sono in laminato 
plastico azzurro, il soffitto, che na-
sconde I'illuminazione, 6 a griglia. 
II marchio della farmacia, posto nel-
la vetrina, 6 in tubo di acciaio ver-
niciato e serve sia come segno pub-
blicitario che come elemento di ri-
scaldamento. 
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Given the nerrow, deep space in 
which this chemist's shop has been 
built, the various interior spaces are 
set consecutively one behind the 
other. The sales counter at the en­
trance has been placed diagonally 
whilst the cupboards and medicine 
containers are arranged along all the 
walls, thus leaving the space in the 
middle free for work with central ta­
bles and cabinets. On the wall-space 
not occupied by cupboards or shelves 
mirrors have been hung. These vis­
ually widen the space and «move» 
the whole interior by their reflections. 
Concluding the succession of areas 
is one used as a laboratory and an­
other for the archiving of prescriptions. 
The basement depository, and the ad­
ministrative office, the cloakroom and 
a small kitchen on the first floor 
are reached by stairs built behind 
the cupboards. The materials are 
uniform throughout. The flooring is 
in embossed rubber, the cupboards 
are in light blue plastic laminate, and 
the ceiling, which conceals the light­
ing, is in the form of a grille. The 
chemist's trademark in the shop-win­
dow is in painted steel tubing. It 
serves both as advertising sign and as 
a heating element. 
Etant donn6 I'espace Stroit et profond 
ou a et6 realis^e cette pharmacie, 
les differentes zones ont et6 dispos6es 
I'une a la suite de I'autre. Le comp-
toir de vente a I'entree est mis en 
diagonale, alors que les armoires et 
rayons k medicaments sont places 
le long de tous les murs de fagon a 
laisser d6gag§ I'espace au milieu 
pour y mettre des tables et des 
blocs-tiroirs centraux. La ou il n'y 
a ni armoire ni rayonnage, des mi-
roirs ont ete places pour elargir vi-
suellement I'espace et donner du 
mouvement par les reflets a tout I'en-
semble. La sequence se termine par 
une zone destinee au laboratoire et 
une autre aux archives des ordonnan-
ces. Le depot en sous-sol et I'admi-
nistration, le vestiaire et une kitche­
nette a I'etage sont accessibles par 
des escaliers am6nages derrifere les 
armoires. Les materiaux ont 6t§ uni-
formis6s: le sol en caoutchouc h pas­
tilles, les armoires en Iamifi6 bleu, 
le plafond, qui cache l'6clairage, a 
treillis. 
L'enseigne de la pharmacie plac6e 
dans la vitrine, en tube d'acier Iaqu6, 
sert & la fois de signe publicitaire et 
d'6l6ment de chauffage. 
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5 
A modern apothecary shop 
by Germany's Heinz Mohl 
makes a lithe and elegant 
virtue out of antiseptic 
necessity. 
The chemist's trademark, 
an arrow, is used both as 
izgnagg and as a heating 
element in the front 
window (above right). In­
side, the shop is organized 
in ladderlike fashion with 
laboratory in the rear 
(right). 
Facing page: View facing 
front, showing worktables, 
metal tube light fixtures, 
and one of the mirrored 
columns. 
| 
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The technique is  an exacting selec ion i  
intersection of materials .  The result  is  si l i  
sophist icat ion in a busy,  off- the-street  < 
i s t  shop.  
Most  of  the drugs are stored in narrr .y-
drawered,  f loor-to-ceil ing cabinetrv 
l ines both walls .  The material  of  the a  
inets  and all  other furniture,  such as 
counter ,  work tables,  and freestanding c 
boards,  is  gleaming pale blue plast ic  bn 
nate with shiny spare tubular  hardv re 
Every vacant  surface has been . ned 
mirror —parts  of  walls ,  s ides and top.- ,  of  a  
umns,  and an entire clerestory above 
cabinetry down each wall .  The mirror at  
i l lusionary width,  especial ly at  the si-
counter  area where customers enter .  A:s 
the reflect ions animate a room so hospm 
clean,  i t  has become wary of steri l izat ics^ 
The mirrors also detach and lif t  tk ' j  
luminous eggcrate cei l ing.  As the ccil inj  
optical ly raised,  the f loor is  s imultancot  
jr.. 
SALES COUNTER 
AXONOMETRIC 
lowered, simply by its matte finish and dark 
brown color. Minimal bent aluminum pipes 
of light provide table lamps and a special 
glow above the sales counter. 
Each element is hard-edged and precise. 
It is the constant play of pattern —from em­
bossed rubber floor to drawer handles to 
gridded ceiling—that knits them together. 
Tubelike plan 
The layout is serial, enforced by the deep 
narrow space approximately 17 ft wide by 78 
ft long. The sales counter is at the front, 
turned on the diagonal to make a roomier, 
fluid impression. Behind are the walls of 
medicine drawers, organized alphabetically, 
and three work tables. In the rear, there is a 
sliding door that can turn one area into a 
night workroom. At the very back is the lab­
oratory and prescription archive. 
A staircase to one side leads down to base­
ment storage and up to administrative of­
fices, supply, dressing room, and tea kitch­
en. In the show window in front is a sign of 
p a i n t e d  s t e e l  t u b i n g  i n  t h e  s h a p e  o f  a n  a r ­
row. It serves both as advertising symbol and 
as a heating element. [Nory Miller] 
Progressive. Avx-ch\VecVure. t  !l  
vol. L*\) r\<?, ^ \^£>o, 
Various insertions of mi 
provide illusions of depth 
and enliven the texture 
(above lef t) .  Lef t:  The 
diagonal sales counter. 
Data 
Project: Central Pharmat. 
Karlsruhe, Germany. 
Architect: Prof. He: 
Mohl, Karlsruhe. Collab* 
rators: Wolfgang Strop 
Otmar Kaltenbach. 
Client: Dr. Walter Bo 
ringer 
Program: 1200-sq-ft / 
macy, with basement 
age and administrative 
supply functions located « 
stairs. The long, nam7* 
space required rooms to 
arranged one behind 
other, with sales counter 
front and lab in back. 
Major materials: brown 
bossed rubber floor; s.ky b&*: 
plastic laminate cabinet* 
white luminous screen ce* 
ing; painted steel tubinf 
sign. 
P h o t o g r a p h y :  U  I f e T  
Beckert. 
be 
INTERIOR DESIGN 
33 Chemist's shop, Karlsruhe, 
Germany 
Architect : Heinz Mohl 
38 Showroom, Milan 
Architect: Gianni Celada 
Chemist's shop, 
Karlsruhe, Germany 
Architect: Heinz Mohl 
1. most of the stock at this 
chemist's shop in Karlsruhe is 
kept in banks of floor-to-ceiling 
drawer units whose aluminium 
handles make a spectacular 
pattern against the black plastic 
laminate finish. At the back of the 
shop is a consulting room with a 
apotheke 29 
f 
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Chemist's shop, Karlsruha 
2. The fully-glazed shop front is 
protected by a canopy whose 
underside is designed to look like 
an extension of the mirror ceiling 
inside. 
3. a traditional chemist's shop is 
different only in degree. In both 
there are identical containers—jars 
or drawers—row upon row, tier 
upon tier. 
4 (facing page), the front of the 
shop has a mirror ceiling framed in 
aluminium sections. The jars at the 
back of the shop provide the only 
indication that this is a chemists. 
5 
plan 
Formerly the capital of the 
Grand Duchy of Baden, 
Karlsruhe is today the home of 
the German Federal Republic's 
High Court. It also happens to 
have more chemist's shops per 
square mile than any other town 
I know. But Apotheke 29 in the 
Karlstrasse, one of the streets 
that runs north-south cutting 
across the city's radial plan.Js 
not like the other.s. It is q 
superb piece of formalistic 
design in hard, and glittering 
materials, within which 
anything as undisciplined as 
ordinary behaviour becomes 
invoriesiiiabie.'Dniy a carpet 
G^fimSTtfieZSunter suggests 
that some concession has been 
made to the people who work in 
the shop all day. Asa. 
customer I felt distinctly 
uncomfortable in front of the 
counter standing on a white 
marble floor with my image, as 
wea as everything else, reflected 
upside-down in the mirror-lined 
ceiling. 
Most of the stock is kept in three 
banks of floor-to-ceiling drawer 
units whose aluminium handles 
make such a spectacular 
pattern against the black 
plastic laminate. Some jars at 
the back of the shop serve the 
same vurpnse hut also vrovide 
''gne 
ucs on the. 
t h e  o n l y  i n d i c a t i o n ,  i f o  
excevts the bold gray hi 
street front..that this is a 
chemist. Thev do t/iis bv a 
sutitiPj reference to the vast. 
showing that between the 
discipline (if tb° trnrlitinnnl 
chemist's shop and architect 
MO ill's mere is oniu a difference 
of degree. In both there are 
identical containers—jars or 
drawers—row upon row, tier 
upon tier. The apothecary has 
always worked in the service of 
a science; a discipline in the 
display of his wares is therefore 
a natural concomitant to the 
exercise of his skills. His shop is 
not like an ordinary retail shop 
main conctr . 
In England the chemist's sh.<)p 
has long since ceased to be the 
exclusive concern of the 
apothecary. One reason why 
many of the old interiors have 
disappeared is because of the 
rapid, invasion of cosmetics, ^— 
perfumery and the like, and t, 
consequent releaatinn nTTKp 
rttQ-poytary tn n r nun tiff at t.h± 
back of the shop. Thereduced 
area allocated to the chemist's, 
business as a whole also 
reflects the great increase of 
neatly pre-packaged and 
space-saving medicines now 
available. But none of this 
excuses the drab ctisvlay in a. 
type of shop wnich could 
Combine all the vulgarity of 
trade with the more renned 
character of a social service. It 
is a pity that Messrs Boots, 
pioneers in factory and office 
design, cannot do better in 
their shops. 
,4s is normal on the Continent. 
Apotheke 29 is run by a groups 
doctors who have their 
surgeries on the five floors 
above. Reconstructed hastily 
after the war, the building ha* 
recently been wholly 
i ehabiiitated for this purpost 
The work included, amongst 
other things, the installation o; 
a lift for the doctors, and the 
building over of a courtyard 
ground floor level for the 
chemist's shop which occupi< 
the ground and basement 
floors. 
The front of the shop is an 
assembly of aluminium 
sections joined together with 
M - m -
small nuts and bolts which 
left exposed. The system is i 
with glass for the front and 
walls, and with mirror for the 
ceiling which extends outside 
the shop in the shape of a 
canopy. Behind the counte 
ceiling drops, and this lowe 
plane is as it were projected «/" 
the shop window with, 
suspended chrome tubes housii 
fluorescent lights. Other 
functional elements which 
turned into design features un 

3G 
Apotheke 29 sets a standard: it 
pushes design to its utmost 
limits, it the result is c.hillu it is 
also beautiful. Its continued 
success must depend, like that 
of a stage set, on the precise use 
its players make of it—on a 
well-drilled staff, in other words. 
who will resist at all times 
the human inclination of 
behaving sloppilu. s.c. 
Chemist's shop, Karlsruhe 
Photographs by 
Richard Schenkirz 
5. a detail over the entrance 
showing the aluminium sections 
which frame the glass and shop 
sign. 
6. flexible chrome tube as 
fresh-air intake mounted on a 
marble pedestal and penetrating 
the glass shop front. 
7 (facing page), the formalistic 
design in hard and glittering 
materials leaves no room for the 
untidy behaviour of human beings. 
8, The fresh air intake and drawer 
unit reflected in the glass shop 
front 
soction through shop front 
koy 
a. steel core 
b. aluminium angle 
c. boit head 
d. double glazing 
e. steel anchor 
f. glass wool 
g. alumimmum panel •— 
h. blockboard 
i. aluminium louvres 
j. convector heating 
k. steel upright 
m. steel angle fillet _ 
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Hiromi Fujii's Vision-Reversing Machine 
Hajime Yatsuka 
Translation by Terutoyo Taneda 
In parallel with Noam Chomsky's, Gilles Deleuze's, and 
Felix Guattari's concepts, Hiromi Fujii refers to a series 
of his recent works as making up a "transformation ma­
chine." 1 Aside from whether this explanation holds water 
in the context of Fujii's logic, we may safely say, at least 
at the metaphorical level, that the analogical terms the 
architect uses firmly bring out his intention, which is to 
translate architecture into a game with a series of rules 
for syntactic manipulation—procede (as Raymond Roussel 
put it)'- of geometrical mapping-transformation for the 
initial formal condition. Once the rules of procedure are 
specified, the result comes forth completely outside the 
speculation of the architect as an author, no matter how 
complicated the operation entailed. The architect is him­
self responsible for laying out the rules and vocabulary, 
the meshwork, the white and gray planes, etc. However, 
apart from the unlikelihood of anyone else coming up with 
anything resembling Fujii's works, there seems to be, in 
the status of the 'architect' as manipulator, little room for 
the romantic myth of the demiurge. And this transfor­
mation machine as a case of perversion makes it difficult 
to assert that the architect is responsible for the abnor­
mality he has produced. That is not to say that we find no 
trace of the architect's personal aesthetic sensitivity in it. 
If, on the other hand, we are to read "meaning" into this 
work (although "meaning" is, admittedly, an extremely 
vague way of describing it), we find that, far from being 
effaced, as Fujii insists,3 the meaning is in control of the 
whole thing, to a point where it is safe to say that it 
converts the whole into a system of symbols representing 
the parts that make it up. It is by no means a neutral 
entity which does not interfere with the observer, or 
which does not demand to be deciphered; on the contrary, 
the manner by which these symbols govern is best de­
scribed by the adjective "violent." But it is a violence 
which demands to be clearly contradistinguished from the 
romantic world with its gesticulations of "will" (as in the 
work of Beethoven and Schinkel). If there is a violence-
wielding party, there will be a victim; but the natural 
reasoning which would tempt one to identify and justify 
the former as the architect does not necessarily apply in 
lis case: we must even postulate the possibility that the 
architect may belong with the latter. There is no doubt 
that the myth of the demiurge is, at least to some 
undermined by this violence; and it is inconceivable ^ 
our architect is unaware of the scope of this t-micii* 
venture, which has deep roots in the world of wi-nu* 
century art and was first conceived by Maliai-me 
form of the death of the author.4 
In a sense, at one level, the strictly composed worfci 
Fujii, including the particular subject of this study 
extremely lucid in their formal being, leaving little 
for ambiguity to creep in. But at another level, they 
decidedly ambiguous in the sense that the rules fur 
nipulation are exasperatingly intricate, making it vi 
impossible for an outside observer to grasp clearly 
them unless he reconstructs the drawings for himself 
the help of guiding explanations. They are also i 
intricate in the sense that even if one or two disc-re 
are concealed in the rules of manipulation, few couid 
ognize them. This ambiguity, this semantic ambiv 
should be regarded as an aspect which does not inher* 
the works themselves, but rather belongs to the 
world of which architecture is a potential part. Pi 
a description of the schism in this world can effe* 
bring into relief the most interesting aspect of 
architecture; and maybe this constitutes the most 
nent critical approach to it. More specifically, this 
is that which separates the world of reason from the 
of experience. This separation is not always easy to 
tify in day-to-day situations, for it is in the airless 
of ambiguous compromise that the conventional 
architecture thrives. The activation of a super-rat 
tic rigor which we find in Fujii's works crystallize 
phenomenon that resists being grasped at a glanc*. 
not r 
v<U 
^^-to-day 
4*0 the ob 
-rtok? woul 
JJtet u 
ai®§gr»tions ( 
4*bols thy 
ming benir 
stion pK> 
but 
er n .1 
or of "life" 
jMlituted 
tegrip of 
|me is a total 
tfbcuss th:-
Irflittle • 
HUke a ~.an 
flptrience, he 
Ifrfye (co 
WA obser 
plain to the 
machine structured according to a strict set of rule# * 
, • , . , , Thu* * game which belongs, no doubt, to the ultima 
reason. If these works appear to the viewer as hanH* 
discern complexes which may be justifiably v. it ten 
"ambiguous," it is because the viewer is confin.!^ 
to the empirical side of the issue. Outside the 
observations made from the point of view of c0,r^ 
sense, however, the machine is complete in a most •* 
way. Thus, the options this machine offers are quite «• 
as long as the viewer prefers to observe it from the n-
fcteres 
ftl "reason' 
Jb whole thir 
tlfltiona 
iHtisn \v< „ 
kind h 
Jt Would r-
#Jbrm c * 
jfcnomenon 
s*** I mtljuivoca^' 
fcntly 
dtariy possi 
fadf sol-1-
^Btect 
Irted as ra 
tfcx is ur,^ 
•jreth, 
y "ra.Jm 
P1 word a-
*fcologi 
r 
st to some 
if" >nceivablt£ 
R 'is entir 
orld oftwi 
'-
Mallarme 
imposed warf|^ 
his st 
^ ing tittlei 
er level, t 
t rules 
' - ing it \i 
rasp clearly 
"Ubr himself 
also inihriMI 
it. discrepant 
>n, few couidf* 
11 -tmbiv 
1' <>t inhutfr 
gs to the 
UHjay experience, he will continue to be alienated 
i-c'ihe object. To put it plainly, and as the majority of 
would put it, "It doesn't look like a livable place." 
C?£t US not neglect to remind ourselves here that ob-
*Valjon< of this kind have more to do with the world of 
than with the world of facts. In other words, the 
'nine behind such observations is not that the house 
fcmjesti"!) physically precludes all possibility of habita-
jn:- rather that the house, as a symbol, is^ of a 
U^. d' 
aSpect of 
> the most 
j\ v, this I 
>'i rom the 
ays easy to ifcft 
.u.r :11,t normally associated with the notion of "liv-
or of ••life"—which is only a kind of ideological space 
diluted by a cluster of vectors of "meaning" held in 
jjrip of convention. How the occupant feels about the 
met is a totally unrelated question, and it is of no value 
lldtfcuss this matter in generalized terms, or at least, it 
little concern to me. At any rate, if the viewer tries 
Uke a stand on another side, the side of day-to-day 
ru-nee. he will soon realize that he cannot depend on 
£fcrv<- (conditioned as it is by commonplace ideology); for 
oh>. nations are here given no room, as they do not 
in i<> the myth of the demiurge. 
if1-part. 
( an efferth* [Jf interest to the critic, then, is rather the absurdity of 
* ^"reason" illustrated here, the paradoxical aspect of 
whole thing. Taken literally, of course, the "absurdity 
4rationality" is an obvious paradox, but ever since Mod-
IPsbm went bankrupt as an ideological entity, paradoxes 
.. Jjf this kind have been surfacing all over the field, and 
airless *J» would t-ven appear that "paradox" has been made into 
fcrn • ional wodl^i „ 
super-ratio*®* rfhrno 
!p>tallize» h*tf 
a glanct»^ 
: of rule»to* 
ultima Thuk# 
•' -r as hanMr 
^ written off* 
•onrining 
^_±he conies* 
i • of cora«* 
... a most 
< are quite 
om the rt>P 
n h 
w< 
thematic capital—this is a far more serious 
n than Charles Jencks realizes with his theory 
"^•quivocation. Modernism, superficially at least, has con­
tinently abhorred formalism, identifying rationalism ith 
l*rrk)n(issigkeit, and, for a rationalism of this type, it is 
jxjssible to claim that the logic which addresses 
solelv to the reason behind form (and not even to 
•^hitecture itself), in a strict sense should not be re-
Brini as rational. In this case, the above-mentioned par-
is unfounded. But in reality Zweckmtissigkeit is no 
•we than one form of rationalism and we now know that 
**"ra-J sialism" is not the objective, unified axiom that 
w<ii' at first would suggest, but rather a bundle of 
that may manifest themselves in diverse forms. 
There thus arises the possibility of asserting that Fujii's 
rigoristic formalism is also a form of rationalism. 
To explain this point, we may draw on the mesh motif 
which is frequently found in his recent works. The impos­
ing image created by checker patterns delineating wall 
joints and frames of openings is a trademark of this ar­
chitect, but the design per se has little functional meaning 
and in some cases has no practical significance at all, as 
in the case of a lattice fitted into a simple recess in a wall. 
If these fixtures have no or little functional value, then 
they may be considered decorative. The Miyata Residence 
is equipped with all sorts of props and devices, like the 
switch cover and window knobs fitted on the exterior of 
the house, which are intended to contribute to the illusion 
of interior-exterior reversal; but these fixtures are too 
non-functionally and paranoiacly arranged to be regarded 
as having even decorative value in the usual sense, al­
though the idea of "interior-exterior reversal" may impose 
itself on the viewer with considerable impact. It is con­
ceivable that this idea will sooner or later come under 
severe attack from those who cannot stand absurdity in 
the arrangement of "props" or rather in the organization 
of conceptual matter; but Fujii's absolutely serious game 
will continue to exist unaffected, beyond the petit bour­
geois ideology by which the attacks of these critics are 
inspired, rejecting the latter's penetration of its surface 
as a mirror rejects the penetration of light. Or it may be 
that we should read into this absurd machine a severe 
criticism of the tradition of Modernism stripped of its 
initial revolutionary message on the one hand, and, on the 
other hand a rejection of the hedonism of so-called ^ Post-
Modernism." If this is indeed the case, then Fujii's con­
nection of "reason" with "absurdity" may well be advanc­
ing a more essential question than Robert Venturi s con­
tradiction." 
Notes 
Source Xote: This article originally appeared in .Japanese in 
Kenciiiku-Bunka. 
1. A concept of "machine" was developed by Deleuze and Guat-
tari in their books L'anti-oedipie (Editions de Minuit, 1972), 
Kafka, pour une litterature mineure (Editions de Minuit, 1975), 
and Proust et les sigues (P.U.F., 1976). Another important Jap­
anese architect, Kazuo Shinohara, was inspired by this concept 
and developed his theory of "space machine" ("When Naked 
Space Is Traversed," The Japan Architect, 1976). 
2. This odd precursor of dadaist-surrealists has been reeval­
uated by recent French novelists and critics such as Alain 
Robbe-Grillet ("Enigmes et transparence chez Raymond Rous-
sel "Pour un nouveau roman (Editions de Minuit, 19631), Jean 
Ricardou ("L'activite rousellienne," Pour une theorie (In nou­
veau roman [Editions de Seuil, 1969|) and Michel Foucault 
("Raymond Roussel" (Editions Gallimard. 1963]). Arata Isozaki 
once tried to relate his theory of "manner" to Roussel's 
"procede." 
3. Elimination of meaning became a rather popular subject for 
Japanese architects in varied ways. Isozaki, Fujii, Shinohara, 
and Kazunari Sakamoto are among them. See my article, "Ar­
chitecture in the Urban Desert." 
4. The French novelist-critic Maurice Blanchot developed this 
concept of the death of the author and decisively influenced such 
theorists as Michel Foucault and Roland Barthes on this subject. 
It is rather curious that he is relatively unknown to American 
readers. See his anthology L'espace litteraire (Editions Galli­
mard, 1955) and Le livre d renir (Editions Gallimard, 1959). 
f 
House/Pharmacy, Chofu, Tokyo 
Hiromi Fujii, architect, 1980 
Drawings by Hiroshi Maruvama and Tomovoshi Yonei 
Photographs by Masao Arai 
c 
C 
r i 
c 
r 
c 
E 
r 
c 
c 
1>T 
w 
I 
6 I (frontispiece) House I Pharmacy, 
Chofu, Tokyo. Hiromi Fujii, 1980. 
View from the street. The pharmacy 
occupies the first floor. 
2 Ho use I Pharmacy, Chofu, Tokyo. 
Hiromi Fujii, 1980. Analysis of 
metamorphology. 
•i First floor plan. 
4 House/Pharmacy, Chofu, Tokyo. 
Hiromi Fujii, 1980. Axonometric 
view from below. 
5 View from the northeast, shouring 7 
the entrance to the residence. 
6 House I Pharmacy, Chofu, Tokyo 
Hiromi Fujii, 1980. General view 
from the north. 
7 Second floor plan. 
8 View from the west showing the 
second-floor veranda. 

9 House I Pharmacy, Chofn, 7^.. 
Hiromi Fuj i i ,  1980.  Sou th  r r ^  
„ fwni the street showing the 
I pueru of the entrance door to 
ttnvici toner. The living room 
<0t rirf t f l€ right. The back 
right immediately iit< 
'nice. 
II 

12 House/Pharmacy, Chofu, Tokyo. IS 
Hiromi Fujii, 1980. South side of 
the living room. Built-in benches 
and shelves line the walls. 
13 North corner of the pharmacy. 
Figure Credits 
1-13 Courtesy of Hiromi Fujii. 
Ss  CippoSv-Vvorvb, 
XX5. 22. ^ V&W, 
p. 
CURRENT - EUROPE 
The pharmacy is the most important aspect both in the interior and 
the exterior. 
1) Zurich: 
Seating areas in the interior and the use of symbology 
good. 
Does not provide anything inviting for people to gather 
inside or outside. 
Facade a good presentational symbol of the pharmacy. 
Intended goal^ 
To create a central focusing element to demonstrate the 
pharmacy image. 
2) Zentral Apotheke 
Sterile, working environment atmosphere in the interior-
- not inviting. 
3) Apotheke 29 
Not an inviting space (read article, good comments) 
Good use of materials in exposed mechanical equipment 
CURRENT - JAPAN 
No commentary in this article 
Seems sterile, but still very Japanese. Could reflect culture. 
Residence and pharmacy have the same character. 
*.v.-
r ' i .  . » 
,S i  .  . 1 < I  ! •' \  \  > t  
;«/ I  i [ \  \  \ \  \  \  
' •  s  1  ' ^ A -  - ' s A A / s ,  V >  '  A > •  
\ \ \ \ 
A DRUGSTORE IS 
REVITALIZED WITH 
OLD-EASHIONED 
• ELEGANCE 
l i t !  
/V s  * 
i 
Ml i:K« ) \ |)\ \ l | |  IUI|| |)| \(, s, ,nti i>it«'| i  I  I!!,r-t us 
hwu rs Ihtn.ihl / 'mic// ,k></ Robert Kii ' insi hi",t i l  
\r<hite(ls l ' ,n\f l l  k/ein-n hrnult I m.n\i i ;cr 
« >v T .  .ss-., v  t  • 
Architects Donald Powell and Robert 
—kleinsc hmidt bought the |M l~-vintage IJroad-
Building to save it i roni an uncertain 
B1" '  Although part ot Springfield. I l l inois's 
^^niral Historic District i ts ult imate survival 
Iwas riot assured unti l  the\ intervened 1 o< ated near the Old state Capitol F' la/a. the 
corner building, with its distinctive c ream-
colored terracotta tacades is a local land-
Wn.irk in its oun right 
|  Powell and kleinsc hmidt t irst restored 
the exterior and one ot three ground-Moor 
— shops. th<> Broadvvell Drugstore located on 
j^|orner. and diown here Much ot the 
^P>r shown here is original \nd working 
with earlv photographs and the old drawings. 
—jhe ovv ner-art hitec ts reconstructed the rest. 
Hj^^banishing a newer soda fountain Thev 
"Wwshed the mahoganv surtaces and re­
stored the hardware ot the pharmac v count-
|
*
r  
. ind wall cabinets, rebuilding the inside ot 
he counter to meet current merchandising 
leeds Pie( es ot the original ungla/ed c eramic 
t i le t loor were missing or worn and there 
Ivas a c halkv surface residue that could not >e removed with normal < leaning Powell and 
Kleinsc hmidt tound (with dil t icultv) replac e-
ment t i les, and c leaned the t loor successfully 
vi l l i  l inseed oil  Thev have used the f loor's 
inusual pattern tor graphics on evervthing 
from wrappings to advertisements The arc hi-
•
have designed c certain new elements in 
Sg with the spirit  ot their restoration — 
i« luding the l ight f ixtures with their blue gl. iss 
hades and the leather banc|uettes — ( k H 
V- ;L&xirv.-t: \  
t  f • ; • ;  ;  t* *  i t  r  I  !  !  i  

Above: The Main Street Drugstore is on 
America's most famous "Main Street," the 
one made famous in Sinclair Lewis's novel 
of the same name. Below: Garrison Keillor 
is a modern-day successor to Lewis and 
topped the best-seller lists with his book, 
Lake Wobegon Days. Top right: Another 
"Main Street" establishment in Lewis's 
hometown. 
pC. . 2j\t 
CURRENT - AMERICA 
No pharmacy counter - boutique-like appearance. 
Facade is good. 
Symbol of the store became the floor pattern. 
Intended goal: 
To create a space that stresses the importance of the function 
of the drug store (advice on health care, dispensing of 
prescriptions and medicines.) 
PROGRAMMING 
THE TOWN 
The small town chosen: 
INDEPENDENCE, KANSAS 
located in the southeast corner of Kansas 
Montgomery County. 
f 
1 
I 
i 
• 1 1 'a • '  i - * z i * Iz i ° l""* i' J[ y * - i Is 217 : i ! 3 : i |5 i % t n  \  
rfs C* 1 s 3 I2 i5 <f j nil V-T—77—r—!J-SV-1— — » I J I O I I I U1 
L?_ UJ ? 
..! 
jo ^ S !2 P i W 5 I 
I !Z ~7 T"— ! ! 
• Pi ' • * I • X ! i * 
id h !| ! i 5 is 
!f O ,s 13 L if 3 i| l5._. 
}-«_ —L?^—»" _.r . »" o ._j 
! x i T0 2 ! r I I i I £ V> i | 
. 'J IE'1 WU!»;ujiwu.!.,\... iMJ,M 9-y> 
?yf£> •- *ii*s *£_\~. • --Ofe. - f& 
POPULATIOI 
the pace slowed, and 365,071 p» 
of 64.2 per cent over 1880. T 
decrease in population with tl 
3.9 per cent. During this same 
as a whole was acting in a si 
per cent were not so radical. . 
South Central Kansas and K; 
Looking at this period of 
tion, one readily sees that th< 
heavy increases in numbers ai 
ward movement, the cheapr 
Homestead Act, and the goo 
water was not an important f; 
most desirable sites on strean 
during th 1890's was precede 
failures. The settlers, searchin 
not anchored to the land; the 
resources was limited, so the 
more promise of better living. 
Growth of Population 
Unit< 
South C 
Kans: 
1860 2,0 
1370 11,7 
Per cent changc 1860-1870 46 
1380 222,3 
Per ccnt change 1870-1880 1,79 
1S90 365, 
Per ccnt change 1880-1890 ( 
1900 351, 
Per cent change 1890-1900 -
Source: United States Department of 
States, June 1, 1870, pp. 29-3' 
1830, pp. 174-185; Abstract o 
Vol. II, Part II, p. 627; Unitec 
Census of Population: 1950, V 
l O l  
wmm&mmm. 
»as .a?. 
* twisjfep 
RrSltliEniHSWj 
A JAM 
COUNTRY 
CLUB 
.1 RQAQ 
GOLF 
COURSE 
OROON 
BERMUC k 
BEECH ST H-6 
BE £ CH ST E J -6  
BEECH ST w I  -6  
BERMUDA DRIVE I  
8 IFCH ST H-8 
BIRCH ST J -8  
BIRDIE DRIVE G,  
BOGEY DRIVE M-3 
BROOKS IOC OR H-
UUkNS ST J -1  
CAT At  PA ST 
CATALPA ST 
CEOAR ST H-
CEDAR ST J  
CHERRY ST G-8 
CHERR 1 ST J -8  
CHESTNUT ST M-
cmsihim si c 
CIRCLE Oh IVt  m-6 
C I R C L E  S T  M- 6  
CGFFEYVILLE AVE J -8  
COLLEGE AVE H- IO 
COT TGNwGOD 5T H-6 
COTTCNWOOO ST E I -6  
CCTTONwOOO ST *  M-6 
COUNTRY CLoB CIRCLE 
COURT OR h - )  
CRESCENT ORIVE H-6 
CRESTVIEW DRIVE l -<4 
CR'WN DR M-3 
CYPRESS ST I  -5  f—|  
"g<ST INDUSf jT l  IYCAMORE ST 
DONALO AVE 
RE&Wd60 
P&JLi 
EAkL ST J -7  
EARL ST J -8  
EDISON ST I -8  
EIGHTEENTH PL 
• ST 
GRANT AVE 
INCULN 4 
COLLEGE AVE 
INDEPENDENCE | 
BIRO IE QR 22 
v suqy 
Liika aaa 
I N D E P E N D E N  
IODLAND VIEW ^ I# • 11 #| • #| 
h s  KANoAo  
QUARTER HORSE RANCH 
30" 
II mila east of 10th St. Rd. I INDEPENDENCE COMMUNITY X 
COLLEGE I 
6 miles to 
Montgomery Co. State Lake 
fishing and camping 
Beautiful Riverside Park has been the showcase of southeast 
in 1914. In a scenic setting unmatched anywhere, roads wind aU 
River, through stately oak and other native trees, past roc-
wildflowers. and over gulleys. valleys, and draws. 
106 acre Riverside Park began as a drive along the river, sunk. 
Citizens and civic groups soon added tennis courts (best i 
playground apparatus, zoo. picnic shelters, and swimming at 
point then was, and still is today, the magnificent sandstone Stic 
in 1917. Mrs Adolph Carl Stich donated $35,000 in memory 
shelter which features beautiful architecture, open wings" or poi 
below and a central location. 
The Concession House, built in 1923, was another early feature 
with four picnic tables can, like other park buildings, be res 
By 1925. the park was essentially laid out as it remains toda 
saw great improvements through the efforts of the Work Proj. 
The roads were paved, the stadium wall built, and a great deal 
buildings, pens, a monkey house, monkey island, and the s/. 
resulting from WPA work. WPA workers added two more picnic 
built in 1935 and featuring four picnic tables, and the Lone 
cabin from park timber in 1934. the Lone Chief Cabin, burm 
in 1948 with Spencer Memorial Fund money and Metro Club LjI 
a fireplace, sinks, outside restrooms, and greater seclusion 
From 1950 to 1956, the new merry-go-round, miniature train. Ii 
and Susie the elephant, were added. In more recent years, the 
truck, jet plane, dinosaur, rose garden, miniature golf. Stever 
a life-size fiberglas Corythosaurus dinosaur from the 1965 
donation from the Atlantic Richfield Company) have been ti 
STREET INDEX 
LEGE* 
PUBLIC BUILDINGS 
1-Chamber ot Commerce 1-7 
2-City Hall I-/ 
3-Library 1-7 
4 Montgomery County Court House I -7 
5-Ma Pacific RR. Depot H-7 
7-U.S. Post Office 1-7 
SCHOOLS & COLLEGES 
10-UNIFIED SCHOOL DISTRICT 446 
Board of Education 1-7 
11 -Bible College 1-10 
12-lndependence Community College H-10 
13-Independence High School 1-6 
14-1 ndependence Middle School 1-7 
15-Lincoln Grade School H-7 
16-Lutheran Grade School H-7 
7-Riley Grade School I -6 
,-Tri-County Special Ed Coop. 1-7 
19-Washington School J-7 
20-SL Andrews Grade School J-7 
Maps Provided Through 
ARCO Pip« Lin# Company — N.» 
Automotive Controls Corp — Manufacture 
Catalytic Industrial Group, Inc.. Bruesi Industries — f.' 
Chamber of Comn 
Citadel Bank — Comnv 
City Publishing Company — Publisr 
Emerson Electric Company — Manuu 
First Federal Savings and Loan — Savn 
First National Bank — Com 
Hackney & Sons Midwest — Manui . 
Mercy Hospital — 85 
Mtd America Federal Savings and Loan -
Sandott True Value — Retailer ol i 
Seal Tile PVC Lining Division of Werners Pipe S«. 
Woods Lumber — Retailer of Lur 
FORPAZ. Inc 
RIVERSIDE PARK HIS'i 
HISTORY 
In the middle 1800's, southeast Kansas was a raw prairie, with a 
few white setders and a number of Osage Indians. But as the 
population of the white man increased, so did their hostility and 
outrageous treatment of the Indians. The remaining Osage tribes 
eventually went south to Oklahoma. (28, pg. El2) 
In August, 1869, a group of men from Oswego, Kansas, led by R. W. 
Wright, explored the banks of the Verdigris River and viewed its 
lush valley. History records their impressions: 
"In all southeastern Kansas there is no other city whose 
location possesses so many advantages as does 
Independence. Built at a point where the bluffs come 
close to the Verdigris, and have a solid foundation in 
the 'Independence limestone,' which outcrops 40 feet 
thick at the river bridge just east of the city, the site 
selected for the future metropolis is high and well 
drained, and sufficiently rolling to render the scenery 
picturesque, while furnishing fine natural drainage. 
Possessing so many advantages, and lying so near the 
geographical center of Montgomery County, it was almost 
inevitable that the city should become the county seat of 
the new county." (29, pg. 2) 
On July 8, 1870, the first federal census was taken and the count 
was 425 for Independence. Encouraged by sudden growth, the 
village was incorporated on July 23, 1870. That November, 
Independence won the county seat. From 1870-1871, the county 
jumped to 10,000 in population. (30, Pg. E12) 
After the turn of the century, oil was found and Independence 
found itself the focal point on the rich Mid-Continent Field. 
Independence was attracting attention throughout the United 
States. It was a rich city, aggressive and booming. 
The Independence area was in the midst of an oil boom. The 
famed Mid-Continent Field was expanding and had become a reality. 
Independence became a mecca for thousands of oil men ~ workers, 
speculators, and investors as well after well was drilled and turned 
into producers. Some wells in this area that were drilled back in 
those early years are still producing and the recent upsurge of the 
industry found various fluid methods being used to revive the flow 
even though production is down greatly from the boom days. 
However, then new riches flowed from the ground around 
Independence making rich men out of those who gambled life 
savings and won with what turned out to be black gold. (31, pg. 
E4) 
This boom resulted in industries arriving and Independence had a 
reputation as a headquarters town. By 1913, it was the hub for 
Prairie Oil & Gas Co. (which later became Sinclair Oil Co., and 
even later merged with Arco Pipe Line Co.), Kansas Natural Gas 
Co., Western States Portland Cement Co. (both which remain 
today), The Standard Asphalt & Rubber Co., Petroleum Products 
Co., National Supply Co., Bovaird Supply Co., United Iron Works, 
and Independence Iron Works. 
On October 20, 1919, the civic committee of the Chamber of 
Commerce of this booming town met to discuss plans for a safe and 
sane Halloween. There had been too much vandalism going on 
during past Halloweens. They planned organized events such as a 
night parade and Halloween parties and dances at various churches 
throughout the town. Thus, the groundwork was laid for a 
celebration that was to become Independence's biggest annual 
attraction. It was named Neewollah (Halloween spelled backwards) 
and today it is a week-long observance during the last week of 
October. It is recognized as Kansas' Largest Annual Celebration. 
It includes a carnival located downtown, street stands for food 
and beverages located on Penn and Main Streets, a play put on by 
local actors which plays three nights at the Memorial Hall (2,000 
seat capacity auditorium), a Queen Neelah coronation for senior 
high school girls, a "kiddie parade" on Friday afternoon which kids 
from a very young age to grade 7 put on their Halloween 
costumes and parade down Penn Avenue. Finally on Saturday (the 
last day of the event) a huge 2-hour parade complete with floats, 
marching bands, shriners, and horses march down Penn Avenue. 
That night a concert performed by famous country-western 
performers ends the festival at the Memorial Hall. (32, pg. 17) 
Many famous people have come from Independence. Some of the 
locally famous are Kansas governors. The nationally famous 
include two writers. One was William Inge who won the literary 
Pulitzer Prize for his play "Picnic" (which was written about the 
Neewollah celebration and small town life) and won an Academy 
Award for his screenplay "Splendor in the Grass." 
The other writer was Laura Ingalls Wilder who wrote the "Little 
House on the Prairie" series. She and her family lived for a time 
near Independence when that part of Kansas was still Indian 
territory. A restoration of their cabin is on the original site 13 
miles southwest of Independence. 
Actress Vivian Vance came from Independence. She played Ethel 
Mertz on the "I Love Lucy" series. 
Harry Sinclair, founder of Sinclair Oil Co., also came from 
Independence. His oil company later merged with and became Arco 
Pipeline Company whose headquarters still remains in 
Independence. 
Perhaps a lesser know national celebrity was Miss Able, who was 
the first primate to travel in outer space. Miss Able, 
Independence resident and Monkey Island native, returned home 
from her May 28, 1959, Jupiter missile rocket flight weighing only 
7 pounds. Able, who was termed an "astromonk" was chosen 
because she was healthy, acclimated, and TB tested. It was 
reported that "it was a long way from the peanut catching life of 
Monkey Island in Independence to a 10,000 mph. ride in a missile." 
Miss Able died June 1, 1959, before she could return home to 
Independence and "tell her story." She is now stuffed at the 
Smithsonian Institution. (33, pg. E19) 
Independence's most attractive feature is Riverside Park & Ralph 
Mitchell Zoo since its inception in 1914. Beginning only as a drive 
along the Verdigris River, sunken garden, and bandstand, citizens 
and civic groups soon added tennis courts, playground apparatus, 
zoo, picnic shelters, and swimming and wading pools. By 1925, the 
park was essentially laid out as it remains today. The years 1930-
1940 saw great improvements through the efforts of the WPA. 
The roads were paved, the stadium wall was built, rock kitchen and 
Lone Chief Cabin constructed, and a great deal of work in the zoo 
including buildings, pens, a monkey house, monkey island, and the 
swan pool were all completed resulting from WPA work. 
From 1950-1956, the new merry-go-round, miniature train, 1050 
Santa Fe locomotive, 4-H Buildings, bird aviary, and Susie the 
elephant were added. In the past 20 years, the Lion's Club 
Kiddyland, fire truck, jet plane, dinosaur, rose garden, and Stevens 
small animal shelter have been the main addition. (34, pg. E10) 
Riverside Stadium, located in Riverside Park, made national history 
when it hosted the first ever organized baseball game played under 
artificial lights on April 28, 1930. (35, pg. E10) 
SITE ANALYSIS 
The site is located at the corner of 
Pennsylvania Avenue and Myrtle streets. 
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GEOLOGY: The surface geology of the area is relatively simple 
and uniform, the rocks being Pennsylvanian and Permian. 
ELEVATION: 730 feet above sea level. (36, pg. 221) 
TOPOGRAPHY:The topography is rolling, and in some parts the 
hills are substantial, but there is little of the area 
that is level in the sense in which easterners 
traditionally think of Kansas, and to them the 
geographer's term "plains" as applying to the area is 
often misleading. 
In eastern Kansas, grass predominated. Native 
grasses are the bluestems. Timber occurred only 
along the streams, diminishing in quantity and 
quality and changing in composition of species to 
the westward. The Missouri-Easter Kansas trees 
were deciduous hardwoods, oak, hickory, and walnut 
predominating. (37, pg. 222) 
SOILS: Southern prairie soils penetrate from Oklahoma well up 
the Verdigris valley into Kansas. Classes as soils with 
claypan. (38, pg. 227) 
AGRICULTURE Average growing season in southeastern Kansas is 
186 days. Corn is predominant among field crops 
for the area as a whole. In easter Kansas, the 
three eastern tiers of counties are mixed farming 
areas. Wheat varieties grown were soft winter 
wheats until after World War II, then a variety of 
hard wheat, Pawnee, became available. (39, pg. 226) 
Historic as a livestock-breeding area, especially for 
beef cattle. 

a. Minimum front yard : 35 feet measured from 
property line. 
b. Minimum side yard: None 
Exception : 10 feet where abutting a side 
street 
15 feet where abutting a C-l or O&P zone 
25 feet where abutting a residential zone 
c. Minimum rear vara: 1G feet 
Except ion : 25 feet where abutting a 
residential zone 
510.7 Parking anc Loading Regulations: See Article VII 
510.8 Use Limitations: 
a. Gasoline pumps, air and water service and 
other fixtures used in connection with automo­
bile service stations may be located within 
the front yard but not less than 12 feet from 
the front lot line. 
b. No structure shall be used for residential 
purposes except by the owner, owner's agent 
or the operator of the business located on the 
premises, except that accommodations may be 
offered to transient public by motels and 
hotels. 
c. Exterior lighting fixtures shall be shaded 
where necessary to avoid casting direct light 
on any property located in a residential dis-
tr ict. 
"511 .IT C-3 , CENTRAL BUSINESS DISTRICT 
511.1 Intent : District C-3 is intended primarily for 
major business services and retail business 
activity related to the core of the Central Busi­
ness District serving the metropolitan trade area. 
Because this district is a major employment and 
shopping area within the community, relatively 
"large building volumes and high residential den­
sity is permitted for transient and apartment ac-
commoaations. The high volume of pedestrian move­
ment generated within this district will be facili­
tated as much as possible by the separation of 
peaestnan and vehicular traffic. 
511.2 Permitted Uses: The listing of permitted uses is 
set out in Appendix "A" of these regulations. 
511.3 Conditional Uses: The listing of conditional uses 
is set out m Appendix "A" of these regulations. 
s 
511.4 Intensity of Use Regulations: 
a. Minimum lot area: 
1. Minimum lot area for each dwelling unit. 
(a) Low rise apartments - 2,000 SF/DU 
(Walk up buildings with maximum height of 
2J 1 / 2  stories .) 
(b) High rise apartments - 900 SF/DU 
(Elevator buildings more than 2 1/2 sto­
ries. ) 
2. Minimum lot area for other uses: No limit 
b. Maximum lot coverage: 10 0% 
511.5 Height Regulations: 
a. Maximum structure height: No limit 
511.6 Yard Regulations: 
a. F.inimum; front yard: None 
b. Minimum side yard: None 
Except ions : 25 feet or 50% of height 
(whichever is greater) where abutting a resi­
dential zone. 
15 feet when abutting C-l or O&P zone. 
c. Minimum rear yard: None 
exception: 25 feet where abutting a residential 
zone. 10 feet where abutting C-l and Office and 
Professional zone. 
511.7 Parking and Loading Regulations: See Article VII 
511.8 Use Regulations: 
a. All business establishments shall be retail or 
service establishments dealing directly with 
consumers. 
b. No business establishment shall offer or sell 
food or beverages for consumption on the 
premises in parked motor vehicles . 
c. Exterior lighting fixtures shall be shaded so 
that no direct light is cast upon any residen­
tial property and so that no glare is visible 
to any traffic on any public street. 
iZU 
d. Marquees and awnings may project over public 
right of way as provided by these regulations. 
512.0 COMMERCIAL PLANNED UNIT DEVELOPMENTS 
512.1 Intent: In accordance with K.S.A. 12-725 et seq., 
the Commercial PUD is intended to encourage the 
innovative grouping of buildings into centers in 
keeping with the modern concepts of office center, 
service center and shopping center design. "The 
Commercial PUD" is not intended to permit a greater 
average density or uses different from those set 
forth in the regulations or the district in which 
the development is located, but the intent is to 
provide for a greater flexibility in the design of 
buildings, yards, courts and circulation than 
would otherwise be possible through the strict 
application of district regulations in order to 
provide the opportunity for: 
a. A pattern of development which preserves trees, 
outstanding natural topography, and geologic 
features, and prevents soil erosion. 
b. A creative approach to the use • of land and 
related physical development. 
c. An efficient use of land resulting in smaller 
networks utilities and streets and thereby 
lower building costs. 
d. An environment of stable character in harmony 
with surrounding development. 
e. A more desirable environment than would be 
possible through the strict application of 
other sections of this Ordinance. 
A Commercial Planned Unit Development shall func­
tion as an "overlay district" which acts in con­
junction with the underlying zoning district. As 
such, the commercial PUD may be established in any 
commercial district ana will not require a zoning 
change. 
In general, the height and bulk of buildings, the 
amount of open space, light and air, the concentra­
tion of population, and parking requirements shall 
be equal to those in the corresponding District 
C&P, C-l, C-2 and C-3. The uses permitted shall 
also be the same as in the equivalent District O&P 
to C-3 inclusive. 
Variations and departures from the normal individ­
ual lot development, however, may be permitted 
\zi 
provided that the City finds such modifications 
will create an environment for living that is e-
qual or superior to the development obtainable 
under existing zoning regulations. For example, 
buildings and parking may be combined to provide a 
"center" type development for shops and offices. 
Buildings may be clustered around a common mall or 
court yard area and buildings need not face on 
public streets but may be served by private drives. 
Any building or portion thereof may be owned in 
condominium under Section 58-3101 of the Kansas 
Statutes as Annotated. 
512.2 Design Standards and Conditions 
Planned Unit Developments: 
tor _Commercial 
Location: A Commercial PUD shall be permitted 
as an overlay district to any commercial 
district and shall not require a zoning change. 
The commercial PUD shall be designated as 
follews: 
Pisnned_Unit_ Development 
O&P/PUD 
C-l/PUD 
C-2/PUD 
C-3/PUD 
Corresponding District 
Profess ional 
Commerc ial 
O&P Office & 
District 
C — 1 Neighborhood 
District 
C-2 General Business District 
C-3 Central Business District 
Permitted Uses : Uses permitted by right shall 
be only those designated in the corresponding 
district, O&P, CI, C2, and C3, as set out in 
Appendix "A" of these regulations. Residential 
uses (except detached single family) are 
permitted only if they can be shown to be an 
integral part of the development. 
Conditional Uses : The uses conditionally 
permitted shall be only those designated in the 
corresponding districts, O&P, to C3 inclusive 
as set out in Appendix "A" of these 
reculat ions . 
d. Minimum Site Size : One acre. However, the 
Governing Body may var\ the minimum area where 
such alternation would not have a detrimental 
impact upon adjacent property. 
e. Height Limitations : The height limitations 
for structures in the Commercial PUD's shall 
be the same as those for the cor responding 
commercial districts. However, the Governing 
Body may vary said maximum building height 
where such an alteration would not be detrimen­
tal to adjacent property and where the public 
/2g 
health, safety and welfare will be preserved. 
Yard Regulations: The design of the Commercial 
PUD District may provide for modification of 
interior yard setbacks provided that the plan 
provides adequate space between buildings for 
access by emergency vehicles. Yard setbacks on 
the perimeter of the PUD shall normally not be 
reduced and shall meet the yard setback 
requirements of the corresponding zoning 
district. However, the Governing Body may vary 
said perimeter setback requirement where such 
an alteration will not be detrimental to 
adjacent property. 
Streets, Off-Street Parking and Loading: The 
minimum off-street parking and loading 
requirements set forth in Article VII of this 
Ordinance shall be complied with except that 
departure from normal practice may be permit­
ted as described below. 
1. Buildings need net face on or abut public 
streets, but may be served by private 
roadways. Standards of design and con­
struction for roadways, both public and 
private, within Business PUD's may be 
modified as is deemed appropriate by the 
Governing Body after receiving recommenda­
tions by the City Engineer. Right-of-way 
width and street roadway widths may be 
reduced as deemed appropriate by the Gov­
erning Body especially where it is found 
that the plan for the PUD provides for 
the separation of vehicular and pedes­
trian circulation patterns and provides 
for adequate off-street parking facili­
ties. 
If the owners in the future should re­
quest that the private streets be changed 
to public streets, they shall fully agree 
that, before acceptance of such streets 
by the local government body, the owners 
will bear full expense of reconstruction 
or any other action necessary to make the 
streets fully conform to the requirements 
applicable at that time for public 
streets, prior to dedication ana accept­
ance. Finally, the owners also agree 
that these streets shall be dedicated to 
public use without compensation to the 
owners. 
Twc (2) or more uses may combine to provide 
the required parking space jointly, however, 
the parking space so provided shall equal the 
total space required if each use were to pro­
vide parking space separately, except as pro­
vided in Subsection 3 below. A written agree­
ment, among the owners, of the various proper­
ties involved, thereby assuring the retention 
of such parking spaces for their specified 
purpose, shall be properly drawn and executed 
by the parties concerned, approved as to form, 
and executed by the City Attorney, after the 
plans for such joint parking are approved by 
the Governing Body. Such written agreement 
shall be filed with the application for a 
building permit. 
In combining uses to provide the required park­
ing space jointly, the following may apply: 
(a) Up to fifty percent (50%) of the parking 
spaces required for theaters, bowling 
alleys, dance halls or night clubs and up 
to one hundred percent (100%) of the park­
ing spaces required for a church or 
school auditorium may be provided and 
used by banks, offices, retail stores, 
repair shops, service establishments and 
similar uses not normally open, used, or 
operated during the same hours as those 
listed above, provided, however, that 
written agreement thereto is properly 
executed and filed as specified in Subsec­
tion 2 above. 
Staced Development : The Commercial PUD may be 
developed in stages. In such case, the owner 
of the project shall designate divisible 
geographic sections of the entire parcel to 
be developed as a unit, and shall specify the 
intended sequence of development for each such 
unit. 
Each stage of development shall normally be a 
balanced unit of development and shall not 
provide a higher density or less open space as 
permitted in the PUD standards. However, it 
is recognized that in some instances it may be 
desirable to begin development with those por­
tions of the overall PUD area which is devoted 
to more intensive use, leaving the undeveloped 
stages of the PUD in depleted density and 
open space. 
In such cases the Governing Body may permit 
the development of an initial stage containing 
a density in excess of that allowable within 
the whole PUD unit provided that such depar­
ture is in the best interest of the tenants of 
the PUD and the City. In such case, the devel-
oper shall be required to execute a aeec run­
ning in favor of the City granting it the fol­
lowing rights: 
1. The right, in the event that develop­
ment of the planned unit is abandoned 
prior to completion, to locate the re­
quired amount of open space upon the bal­
ance of the PUD site for the exclusive 
benefit of the tenants of the developed 
portion of the sites - such location to 
be established only after a public hear­
ing given to all interested parties. 
2. The right, after such hearing and 
decision upon the proper location, to 
require that the developer deed the open 
space over to the established PUD improve­
ment association. 
i . Landscaping arid Screen ing Requi rements : 
Specific landscaping requirements may be con­
tained in the conditions in each Ordinance 
authorizing the establishment of the particu­
lar PUD. 
3• Improvement Association: The developer shall 
provide a commercial district improvement 
association for improving, operating and 
naintaining common facilities including pri­
vate streets, drives, service areas, parking 
areas and open space areas. Such improvement 
association shall be established in the ini­
tial phase of development. 
k. Finane ial Guarantee: The Developer shall be 
required to furnish such performance bonds, 
escrow deposit, or other financial guarantees 
as may be determined by the Governing Body to 
be reasonably required to assure performance in 
accordance with the development plan and to 
protect the public interest in the event of 
abandonment of said plan before completion. 
512.3 Applicat ion for Approval of__Bus iness PUD's: 
Processing procedures for commercial PUD's are set 
forth in Article XII of this ordinance. 
513.0 M-l, LIGI-T INDUSTRIAL DISTRICT 
513.1 Intent: District M-l is intended primarily for 
light manufacturing, warehousing and other limited 
industrial uses which create a minimum amount of 
nuisance outside the plant and is not noxious or 
offensive by reason of emission of smoke, dust, 
fumes, odors, noise, or vibrations beyond the 
confines of buildings. Light industrial uses 
^ ARTICLE VIII 
SIGN REGULATIONS 
801.0 APPLICABILITY AND AUTHORITY 
801.1 Applicabi1itv: Any sign shall by definition, be a 
structure. Nc land or building or structure shall be 
used for sign purposes except within the stipulated 
districts listed in the Sign Use Regulations 
specified herein. All signs legally existing at the 
time of passage of these regulations may remain in 
use under the conditions of legal nonconformance. 
Signs in legal nonconformance shall not be enlarged, 
moved, lighted, or reconstructed. After the effective 
date of this Regulation, no permanent or portable 
sign shall be erected, enlarged, constructed located 
or otherwise installed without first obtaining a sign 
permit, and a sign permit shall be legally issued 
only when in compliance with this sign regulation and 
with the City Code. All signs shall be constructed 
in such a manner and of such material that they shall 
be safe and substantial. Scele drawings of the sign 
and manner of supports shall be furnished to the 
Zoning Administrator in application for.a sign permit 
for ail signs. 
801.2 Intent ao^ Purpose : F.egulat_on of the location, 
size, placement, and certain features of signs is 
necessary to enable the public to locate goods, 
services, and facilities in the City of Independence 
without difficulty and confusion, to encourage the 
general attractiveness of the community, and to pro­
tect property values therein. Accordingly, it is the 
intention of this Ordinance to establish regulations 
governing the display of signs which will: 
a. Promote and protect the public health, safety, 
comfort, morals and convenience; 
b. Enhance the economy and the business and industry 
of the City by promoting the reasonable, orderly, 
and effective display of signs, and thereby en­
courage increased communication with the public; 
c. Restrict signs and lights which overload the 
public's capacity to receive information or which 
increase the probability of traffic congestion 
and accidents by distracting attention or ob­
structing vision; 
d. Reduce conflict among signs and light between 
public and private information systems; and 
e. Promote signs which are compatible with their 
surroundings, are appropriate to the type of 
activity to which they pertain, and are expres­
sive of the identity of proprietors and other 
persons displaying signs. 
801.3 Authority: The City Zoning Administrator shall have 
authority to approve sign applications subject to 
such additional requirements as nay be deemed 
necessary by the Planning Commission or Governing 
Body to promote the purpose of this Ordinance. 
801.4 Removal of Signs: Removal of certain signs. If the 
business ceases operation for a period of time in 
excess of sixty (60) days, the sign owner, shall 
immediately remove any sign identifying or 
advertising said business or any product sold there­
by; provided, however, this requirement shall not 
apply where under the provisions of this chapter an 
existing con forming sign may be altered to advertise 
a new business or product sold thereby, and there is 
evidence that a new business will be in operation on 
the premises within sixty (60) days. Upon failure of 
the sign owner or lessee, or property owner, to 
con,ply with this section, the City Zcning Adminis­
trator shall issue a written notice to the sign owner 
and any lessee and to the property owner, which not­
ice shall state that such sign shall be removed with­
in thirty (30) days. If the sign owner or lessee, or 
property owner, fails to comply with such written 
notice to remove, the building inspector is hereby 
authorized to cause removal of such sign, and any 
expense incidental to such removal shall be charged 
to the owner of the property upon which the sign is 
located and shall constitute a. lien upon the pro­
perty . 
802.0 DISTRICT SIGN REGULATIONS 
802.1 A-l, Agricultural District: 
Home Occupation Sign: One non-illuminated sign 
not larger than five (5) square feet, mounted on 
the building indicating a permitted home 
occupation. 
Identification Sign: Each farm or agricultural 
establishment shall be permitted not more than 
one (1) non-i1luminated or illuminated detached 
identification sign located at the main entrance 
to the farm or establishment.. Such sign shall 
not exceed twenty (20) square feet in area. 
KesicentiaI_pis triets_Incluaing R-lz__R-2, R-3, R-4 
and R-5: 
a. Developed Project Identification Signs: For any 
one ownership containing a multi-family use, 
there shall be permitted only one non-
illuminated or illuminated detached sign for 
a. 
b. 
each twenty thousand (20,000) square feet of 
land area, identifying the use and ownership not 
more than twenty (20) square feet in area and 
more than six (6) feet high overall, and such 
sign shall be located no closer than ten (10) 
feet tc any property line. Such signs shall 
bear no advertising. 
b. Church Signs : One illuminated or non-
illuminated detached sign per church, no more 
than sixteen (16) square feet in area on church 
premises, indicating activities and services 
therein provided. Source of illumination shall 
be so shielded as to not be visible from residen­
tial areas. 
c. Construction Signs: One non-illuminated sign 
per building, not more than thirty-two (32) 
square feet in area, showing names of architects, 
engineers, builders, or contractors on the 
premises of a building being constructed, at a 
minimurr distance of ten (10) feet f „ om the prop­
erty line, provided such sign shall be removed 
upon completion of the building and provided 
further that such sign shall carry no other ad­
vertising. The mounting of said si.gn be prohib­
ited on any vehicle or or portion of any vehicle. 
For Sale/Rent Signs: There shall be allowed one 
non-illuminated temporary "For Sale" or "For 
Rent" sign per lot, not to exceed eight (8) 
square feet in area. (See Section 803.3, 
"Temporary Signs" for additional requirements.) 
802.3 0&Px_0ffice_and Professional District: 
a. Project Identification Signs: Not mere than two 
non-illuminated, or illuminated wall signs shall 
be permitted on each office building, provided 
such signs shall indicate only the name of the 
building or establishments housed therein. No 
such sign shall have an overall area exceeding 
five (5) percent of the area of the wall upon 
which it is mounted. 
b. Shielding : The source of light for any 
illuminated signs shall be so shielded as to not 
be visible from residential areas. 
802.4 District C-l, Neighborhood Commercial District: 
a. Wall Signs : Each business or commercial 
establishment shall be permitted not more than 
two (2) non-illuminated or illuminated wall 
signs, not more than one on a facade, provided 
the area of each sign shall not exceed five (5) 
percent of the total area of the facade upon 
which it is placed. In lieu of one of the above 
wall signs, one projecting sign of the same type 
of illumination anc same area shall be permitted, 
provided no projecting sign shall extend more 
than three (3) feet from the face of the build­
ing. In addition, one non-illuminated wall 
sign, not more than nine (9) square feet in area, 
may be placed at each major entrance to the 
building. Such signs shall not extend above the 
height of the wall upon which they are mounted 
arid any signs painted directly upon wall sur­
faces shall not be larger than ten (10) square 
feet in area. 
b. Shield inc. : The source of light for any 
illuminated signs shall be shielded as to not be 
visible from residential areas. 
8 02.5 District C-2, General Business District: 
a« Wall and Marquee Signs : Each business or 
commercial establishment shall be permitted not 
more than three (3) illuminated, or non-
illuminated wall or marquee signs, not more than 
one on a facade, the total area of which sign 
shall not exceed ten (10) percent of the total 
area of the facade upon which it is placed. 
Such signs shall not extend above the average 
roof level of a one-story building more than five 
(5) feet, and shall not extend above the average 
roof level of a two or more story building. Any 
signs painted directly upon wall surfaces shall 
not exceed ten (10) square feet in area. 
b. Projecting and Detached Signs: In lieu of one of 
the above attached signs, one projecting sign or 
one detached sign shall be permitted for each 
establishment, provided such projecting sign 
shall not exceed the area or height requirements 
of Paragraph "a" above, and such detached sign 
shall not exceed twenty-five (25) feet in height 
nor shall it exceed one hundred (100) square feet 
in area per face nor more than two hundred (200) 
square feet total of all faces. Such detached 
and projecting signs shall be located not less 
than ten (1C) feet fron the property line. In 
the case of a shopping center, only one (1) 
detached sign shall be allowed for the center, 
and one (1) detached sign will be allowed for 
any service station which is part of the center. 
c. Billboards : Poster Panels and Billboards as 
defined in this ordinance shall be permitted in a 
C-2 District only upon issuance of a conditional 
use permit. 
8 02.6 District C-3, Central Commercial District: 
It 
a. Permitted Signs 
1. Signs permitted in the C-3 District shall be 
illuminated signs, non-illuminated signs, narguee 
signs, temporary signs, wall signs and projecting 
s~igns with the exception that no sicn shall hp-
mounted, painted or affixed to anv surface ex­
tending above the transom or storefront beam 
which ever is higher. 
2. Wail signs: One sign per face of building not to 
exceed fifty (5C) square feet or five"' peYce'nt 
(5%) of the total area, whichever is smaller. 
.3. Corner buildings : One sign equal to standards 
above for each wallT " " 
4. Mult i-use signs; Total sign area for all uses 
not to exceed above standards. 
5. Signs hanging from awnings, or mounted to store 
fronts may not exceed five (5) square feet per 
f ace. 
6. Freestanding buildings shall be permitted one 
freestanding sign not to exceed eighty (80) 
square feet per face or one hundred sixty (160) 
square feet total of all faces in the sign area. 
£ The top of the sign shall not be higher than 25 
^ feet above ground level. 
7. Historical P.estorat ions QL Reproduct ions: 
Historically significant or reproduced signs 
shall be referred to the Main Street Committee 
for recommendation to the City Commission who may 
authorize such installation. 
8. One rear wail mounted sign not to exceed 18" by 
36" for business identification. 
, b .\ Poster Panels and Bill Boards shall not be per­
mitted in the C-3 zone".""" 
c. Signs or awnings, canopies, and marquees 
1. There shall not be more than 1 sign exceeding 
an aggregate gross surface area of such awning, 
canopy or marquee of 10% of the cross area for 
each principle building. 
2. The gross surface area of a sign shall not 
exceed 50% of the gross surface area of the 
awning, canopy or marquee to which the sign is 
fixed . 
d. General Standards 
1. Any awning, canopy, marquee cr projecting sign 
shall r.ot be less than 7 ' above the surface of 
the grace of any street or sidewalk 
2. Awnings and canopies shall be no closer than 4' 
from the public street curb and in no case extend 
more than 12' from the property line. 
3. Marquees shall be no closer than 2' from the 
property line. 
8 02 .7 District_ _M-1 and M-2# Lj^ght and Heavy Industrie! 
District: 
a. Signs shall be permitted as provided in District 
C-2 . 
b • Projecting, Marquee, Detached and Roof Signs In 
addition, industrial establishments having one or 
more permanent buildings may provide illuminated 
or non-illuminated signs, including projecting, 
marquee, detached or roof types, in any location 
on the premises or on the building, providing 
such signs shall not exceed height or yard 
requirements as set out herein for buildings in 
that district. 
c. Billboards : Poster Panels and Billboards as 
defined in this ordinance shall be permitted in 
an Industrial District only upon issuance of a 
conditional use permit. 
803.0 ADDITIONAL SIGN PECULATIONS 
8C3.3 Signs for Traffic Control on Private Property: Signs 
indicating directional traffic movement, vehicular 
control, parking restrictions and specific in­
structions for the control of vehicles of pedes­
trians will be permitted within all zoning districts. 
8 03.2 Project Announcement and Promotional Signs: 
a. Undeveloped Project Identification Signs: One 
non-illuminated or illuminated sign displaying 
information pertinent to an undeveloped sub­
division, apartment project, office building 
conplex, shopping center or industrial district 
shall be permitted within that ownership, pro­
vided that no such sign shall be closer than two 
hundred (200) feet to an occupied dwelling. 
Such signs shall be permitted on undeveloped 
tracts of at least ten (10) acres in area and 
shall not exceed three hundred (300) square feet 
for ten acres plus one hundred fifty (150) 
square feet for each additional ten (10) acres 
in the development site. 
b. Builet in Boards: Outdoor bulletin boards not 
over six (6) square feet in area for the 
promotion of a civic, welfare or charitable pur­
pose, when the same are located on the premises 
of said institutions, will be permitted when 
specifically authorized by the Governing Body. 
They shall not be erected for more than a period 
of seven (7) days, and shall be the responsibil­
ity of the organization for the removal of the 
sign, ana shall have no commercial advertising 
on the sion. 
c. Monum.ent Signs: Memorial signs or tablets, names 
of buildings and date of erection, when cut into 
any masonry surface or when constructed of bronze 
or other incombustible materiel, will be 
permitted in any Zoning District. 
803.3 Temporary Signs : All political signs, real estate 
signs, garage sale signs, or other signs of a 
temporary nature for a personal gain shall conform 
with the following requirements: 
a. No temporary signs, of any nature shall be at­
tached to any public utility pole or shall be 
installed within the right-of-way of a public 
road or street. 
b. It shall be the responsibility of the owner of 
the property on which the temporary sign is lo­
cated to see that the sign is removed after the 
event occurs to which it pertains. 
c. Temporary signs shall not exceed eight (8) 
square feet in face area. 
d. Temporary signs shal] be located at least ten 
(10) feet from any property line. 
803.4 Banners advertising civic functions of non-profit 
groups may be hung ever street rights-of-way upon 
approval of the City Manager. 
803.5 Portable Signs: 
a. Portable signs shall include ail signs not per­
manently affixed to the ground or to a building 
or structure such as signs mounted on vehicles, 
wheels, or any type of support not permanently 
attached to a structure or the ground. 
b. Portable signs shall be considered a "detached 
sign" and shall meet all size, location ana illu­
mination standards pertaining to detached signs 
within the zoning district in which it is lo­
cated . 
V 
-96-
c. All illuminated portable signs shall meet City 
electrical coce requirements. 
803.6 Attention Attracting Devices: 
a. Any attention attracting device, as defined in 
Section 4C3.0, Definitions of this Ordinance, is 
hereby prohibited from use except signs designat­
ing time, date, temperature, community service 
and similar information when approved by the 
City Commission. 
803.7 Obscene Matter Prohibited: 
a. It shall be unlawful for any person to display 
upon any sign or other advertising structure, 
any obscene, indecent or immoral matter. 
803.8 Signs Not to Constitute a Traffic Hazard: 
a. No sign or other advertising structure as regu­
lated by this Ordinance shall be erected within 
the ten (1C) foot Sight Triangle of any street 
intersection (See section 602.4) in such a man­
ner as to obstruct free and clear•vision, or at 
any location where, by reason of the intensity, 
position, shape, or color, it may interfere with, 
obstruct the view, or be confused with any traf­
fic sign, signal or device; or which makes use 
of the words "Stop", "Look"/ "Drive-in", 
"Danger", or any word, phrase, symbol or 
character in such manner as to interfere with, 
mislead or confuse traffic. 
b. No part of any detached or temporary sign shall 
be located less than ten (10) feet from a side or 
rear property line. 
803.9 Structural Quality and_Information Required: 
a. All permanent signs shall be of sound structural 
quality, be maintained in good repair, have a 
clean and neat appearance, and shall relate to 
and tie corrpatible with, rather than obscure and 
disrupt, the design elements of the buildings to 
which they are attached. Land adjacent to such 
signs shall be kept free from debris, weeds and 
trash. 
b. Every permanent sign or other advertising struc­
ture hereafter erected shall have painted in the 
lower right hand corner in letters not less than 
one (1) inch in height, the date of erection, 
the permit nurriber, and the voltage of any elec­
trical apparatus used in connection therewith. 
a 
c. All signs as permitted above shall be so con­
structed and installed as to be satisfactory to 
the Building Inspector. 
803.10 Permits: 
a .  No permanent or portable sign shall be installed, 
erected, or set in place until a sign permit has 
been issued therefor by the City of Independence. 
The City Zoning Administrator will review, ap­
prove and issue sign permits, after payment of 
permit fee which shall be deposited in the City's 
General Fund. 
b. Application for a sign permit shall be made upon 
forms provided by the Zoning Administrator, and 
unless specifically waived by the Zoning Adminis­
trator, shall contain, or have attached thereto, 
the following information: 
1. Name, address, and telephone number of 
the applicant. 
2. location of building, structure, or lot 
to which or upon which the sign or other 
advertising structure is to be erected. 
3. Position of the sign in relation to 
nearby buildings or structures. 
4. Two sets of scale drawings and specifi­
cations showing the proposed structure 
and the method of construction and at­
tachment to the building or in the 
ground. 
5. Copy of the stress ana design calcula­
tions (if applicable) showing the struc­
ture is designed for adequate dead load 
and wind pressure in any direction. 
6. The name of the person, firm, corpora­
tion, or association erecting the struc­
ture. 
7. Evidence that the electrical system for 
the sign complies with the National Elec­
trical Code, as revised. 
8. Such other information as the Zoning 
Administrator shall require to show full 
compliance with this and all other laws 
and ordinances of the City. 
9. It shall be the duty of the Zoning Admin­
istrator after having issued the permit, 
to follow up on the structure. if the 
work authorized under the permit has not 
been started within three (3) months of 
date of issuance, the said permit shall 
become null and void. 
c. Licensing of Sign Hangers : Commercial sign 
hanging businesses shall be licensed to be sure 
that these businesses are familiar with the local 
ordinances. All fees derived from such licensing 
shall be deposited in the City's general fund. 
803.11 Non-Conforming Existing Signs: Every sign or other 
advertising structure lawfully in existence at the 
adoption of this ordinance shall not be replaced or 
altered, except in a manner which complies with 
requirements of this Ordinance. 
_ a 9 _ 
l+i  
SPACE REQUIREMENTS 
Drug Store: 
A. Pharmacy 
Storage Area 450 sq. ft. 
Office 100 sq. ft. 
Study 100 sq. ft. 
Rx Work Area 21 sq. ft. 
Sink Area 12 sq. ft. 
Refrigerator 9 sq. ft. 
Receiving 200 sq. ft. 
Coat Closet 10 sq. ft. 
Stair Basement 36 sq. ft. 
Cash Counter 25 sq. ft. 
B. Retail 
Soda Fountain 150 sq. ft. 
Booths 18 sq. ft. (ea.) 
Tobacco 75 sq. ft. 
Candy 35 sq. ft. 
Cosmetics 80 sq. ft. 
Magazines 45 sq. ft. 
Restrooms 100 sq. ft. (ea.) 
Greeting cards 30 sq. ft. 
OTC Drugs 55 sq. ft. 
Film Sales 10 sq. ft. 
Cash Counter 8 sq. ft. (ea.) 
Entry to 
Residence 200 sq. ft. 
C. Basement 
Storage 
Residence 
Kitchen 225 sq. ft. 
Dining Area 225 sq. ft. 
Living Area 400 sq. ft. 
M. Bedroom 525 sq. ft. 
Bedroom 150 sq. ft. 
Bathroom 225 sq. ft. 
Roof Garden 
Park 
USER IDENTITY 
GENERAL 
Who are the people moving out of the cities and metropolitan 
areas to the small towns? 
Majority are white collar workers, better educated on the 
average than the rural population. 
1/3 are older people, about to retire. 
Most are young (20's and 30's) and most have families. They 
are not urban Okies; they have a tie to the place they move 
to (relatives and/or friends). Most of them say they intend 
to stay. (40, pg. 9) 
It is when we come to the question of why they moved that a 
sense of something unique in our history emerges: 
Most surveys reveal a desire to improve the quality of their 
lives. 
1/4 list economic reasons. 
No overwhelming dissatisfaction with aspects of urban life. 
(41, pg. 9) 
Though there is not complete homogeneity in the motives of the 
migrants, nor in their goals or values, it does appear that a large 
majority of the immigrants are willing to sacrifice career 
development and economic gains for what they perceive as a better 
environment in which to lead their lives. A commitment to family 
life is often a major dimension of this decision. Rural 
communities are seen as healthy environments for child-rearing 
and for enhancing marital and family relationships. (42, pg. 73) 
To those who dream of the small town as an escape ~ it isn't. 
The small town is as much a product of the American dream as 
anything else we have grown up with. To consider it as a place 
to hide is to consider trading one set of conditions and problems 
for another. One of the principle concerns is to dispel the idea 
that the small community, wherever it is to be found, is any kind 
of frontier. A place for a clean start. There is only one kind of 
frontier left, and that is the kind that we carry around in our 
minds. 
Seven Ages off Man 
Parade Through the 
Corner Drugstore 
America's "corner drugstore" has 
changed, of course, from the old days 
when it featured nose-tingling "lemon 
phosphates" and big jars of horc-
hound and rock candy in bulk. Bur 
the drugstore still occupies one of the 
busiest crossroads of ordinary Amer­
ican life. Air conditioning has re­
placed the big ceiling fan that used to 
turn as slowly and inexorably as time 
itself; and dozens of haunting drug 
smells, "compounded on the prem­
ises," have gone with the wind. 
The modern druggist, however, 
perhaps even more than his old-
fashioned predecessors, stands in a 
particularly advantageous position to 
observe the essential facts of everyday 
life: the common joys—and sorrows 
too—and all the tremendous trifles 
that are probably more vital in the 
long run than most of the headlines 
in the daily newspapers. 
The druggist is still among the first 
to see the young father come trailing 
his own clouds of glory, bustin' out 
all over with such pride in his first 
child that you'd think he had done it 
all himself. He orders prodigally of 
dusting powders, oils and, of course, 
cigars. The young mother soon drops 
in for vitamins and such, and all 
kinds of invaluable advice. Then the 
baby makes its first personal appear­
ance, to be admired and praised. Be­
fore it seems possible, the youngster is 
running around the store looking at 
picture books, and, suddenly, be­
comes a high-school boy or girl, 
showing off that special date. It 
would take only a few turns of that 
old-fashioned ceiling fan, and they're 
in for dusting powders, vitamins and 
cigars on their own account. 
The drugstore is still a meeting 
place and clearinghouse fordaily liv-
ing. With all its "streamlining" 
and "wonder" products" on the 
shelves, the modern "corner drug­
store" adds proof to the old adage 
that "the more things change, the 
_ more they remain the same." It still 
w  ^ d < ^ - v  ^ r > " ~ -  "  , o c c u p i e s  its old place on one_of the 
~ _. V1 busiest corners of American life. 
- "V . 2J7L.& ^2 "MVO ~\<" -l % \ v _ Y_o v  '  
P'V ^ -
THE PEOPLE OF INDEPENDENCE: 
Population: 11,900 
Statistics: 
1/4 of population is black; a small percentage of the population is 
Mexican-American; the rest of the population is white. 
1/4 of the population are of retirement age or older. 
The remaining half of the population are young to middle-aged, 
most of whom have children. (There are 4 elementary schools, 1 
junior high school, and 1 high school in Independence. There is 
also a community college.) 
Individuals: 
The majority of the people in Independence consider themselves 
conservative, both politically and individually. They belong to one 
of the 37 churches in town. Economically, the majority of the 
people are middle- to lower-middle-class. 
Kansas is a dry state. This means there are no places to buy 
liquor by the drink except in private clubs. There are a few bars 
(or "beer joints" that are of questionable reputation according to 
many residents). The young and middle-aged belong to the private 
clubs, but they do not take their children to these clubs. 
There is really no place in town, besides the cages and restaurants, 
that parents can take their children for a social evening out. This 
fact reinforces the concept of introducing the drug store on main 
street. 
Activities: 
During the mornings in the spring, summer, and fall, the older 
people take walks downtown. If it's not too hot, they walk 
downtown in the afternoons also. Summer evening are good time 
to get out of the house. The drug store would give them a place 
to gather and meet downtown. 
The children and young adults of the community really have no 
gathering space in the downtown area. They can go to the park 
and zoo in the summer, but there is no inside gathering space for 
them there. The young adults do a lot of "cruising" on the main 
streets. They really have no place to stop and meet except on the 
street. The drug store could be a good place to attract them to 
gather and meet. 
The singles in the population are growing in numbers in the 
community due really to divorce. The single population is still in 
the minority, however, here in Independence. The singles and the 
married parents take their children to the movies in the evenings 
or on Saturday afternoons. 
School-aged children have no place to gather downtown at all. 
The drug store could offer a safe place for them to wait for their 
parents after a movie, or after a shopping trip with friends. 
It seems that everyone, your or old or anything in between, could 
ind a place to call their own at the drug store. Once again, the 
drug store could become the attraction on main street as it used to 
be and still remains in people's memories. 
SPECIFIC USERS 
Clients: A husband and wife who are both pharmacists, They 
have each been working at their individual jobs in a 
large city for the past several years. Both worked for 
large chain pharmacies. 
They have decided to move back to their hometown 
(Independence, Kansas) to fulfill their dream of working 
together and owning their own business — a corner drug 
store. 
They have one daughter, 3 years old, and they feel it is 
important for her to grow up close to both sets of 
grandparents (which live in or near Independence). 
They do not want to send their daughter to a babysitter 
or day-care center as they had to do in the city. 
Because of this concern, they have decided to make their 
residence above the drug store. They will be putting in 
long hours at the pharmacy and want their home to be 
as close as possible. 
METHODOLOGY 
SMALL TOWN RESEARCH 
To understand the people (architects call them users) for whom a 
space is being designed is an essential first-step when beginning 
any project. Therefore, the methodology (as opposed to process) 
used as an approach to design was to research small towns and the 
people who live there. This research inspired my choice of the 
drug store as the main element of this thesis project. It is a step 
towards the exploration of an American culture as well as an 
American architecture. 
Therefore, the following small town research is included as the 
background of this thesis project. 
INTRODUCTION 
"The world which stretched out around the boy was a 
world into which he could grow with confidence. It 
could be encompassed physically as he grew older, and 
if its psychological limits were wide ones they were not 
so complex or obscure as to discourage the effort of 
comprehension. Because there was in the town in its 
best years a certainty and a confidence in the future, 
the child grew up feeling that 'life wasn't so bad and 
everything would come out all right'.... (43, pg. 1) 
Refers to As A Citv Upon a Hill, by 
Page Smith 
The purpose of the small town is to provide its people with: 
1) Totality, which constitutes a whole, 
2) Unity, which defines a singleness or constancy of 
purpose, and 
3) Understandability, or to know thoroughly by close 
contact with or of long experience. (44, pg. 40) 
There is also a trend in America that is only beginning to be 
recognized. For the first time in American history there is a 
population shift moving toward the small towns. It is important 
to realize this trend historically and to begin to understand its 
impact on the future. 
It is important to clarify what is meant by "small town." The 
small town referred to in this thesis is something unique to 
America. They are towns that were settled when American 
pioneers moved westward from the east coast. They were settled 
out of the necessities of the pioneers. When the location was 
correct and the town offered enough amenities for people to stay 
and settle, it then grew and became a self-sufficient established 
town. 
People live, work, eat, and sleep in these small towns. The towns 
are not bedroom communities. The people don't leave during the 
day to work in a large town and come back in the evening to 
sleep. "Commuting to work" is a rare thing in these small towns. 
Very few people commute further than from their house to 
downtown (probably no more than 3 to 5 miles). Usually, 
someone's great-great grandfather settled in this small town and 
his following generations stayed. They made their own living from 
the small town and the majority of them still do.. 
TOTALITY 
"I loved its memory always: it was, simply, home--
and all of it home, not just the house but all the town. 
That is why childhood in the small towns is different 
from childhood in the city. Everything is home." (45, 
pg. 49) 
Eric Severeid, speaking of his 
hometown in North Dakota 
One of the many places where history and literature meet is on 
the main street of the American small town. On the one hand, the 
small town has been — and still is — a kind of magnet, attracting 
people who expect to find there something they seek - friends, 
money, perhaps just the chance to be left alone. On the other 
hand, the small town has provided a storehouse of memories for 
writers brought up in small towns. As a magnet, the small town 
has historical value. As a storehouse, it has literary value. (46, 
pg. 49) 
There are many characteristics, social as well as environmental, of 
existing small towns: a kind of self-sufficiency and independence 
of city (in other words, not a suburban town), a solidarity and 
sense of kinship among people (a community), a close relationship 
with the immediate rural surroundings, and lastly a respect for 
local history and its monuments. 
UNITY 
"And the people who lived in the towns were to each 
other like members of a great family ... a kind of 
invisible roof beneath which everyone lived, spread 
itself over each town. Beneath the roof boys and girls 
were born, grew up, quarreled, fought, and formed 
relationships with their fellows, were introduced into 
the mysteries of love, married, and became fathers and 
mothers of children, grew old, sickened, and died..." (47, 
Pg. 15) 
Sherwood Anderson 
The small town makes up our image of community. The traditional 
definition of the small town can still be a community where people 
are brought together by living near one another, where they freely 
work together and celebrate together. (48, pg. 30) It can still be a 
community where existence can be made more complete by close 
and frequent contact with the rural setting. 
The small towns are and will remain close to the land. Modern 
machine-driven life has brought the land closer to the towns. 
There is a growing realization in the towns of the meaning of the 
land, a realization that it is the land out of which has come the 
vast wealth that has made America the land of rich possibilities it 
still remains. (49, pg. 142) 
We must not lose that ideal of community; it is like a twin star to 
our individualism, our rootlessness, our freedom, our mobility and 
openness to change. 
UNDERSTAND ABILITY 
"...Within the invisible circle and under the great roof 
everyone knew his neighbor and was know to him. 
Strangers did not come and go swiftly and mysteriously, 
and there was no constant and confusing fear of 
machinery and of new projects afoot. For the moment 
mankind seemed about to take the time to understand 
itself." (50, pg. 22) 
Sherwood Anderson 
There is something reached for, wanted also by the city man: to 
be know and recognized by the clerk in the neighboring drug 
store, the nearby grocery, or the news dealer at the corner. He 
wants also to be know and recognized by the waiters in the city 
restaurant where he goes for lunch. It is the old hunger for 
familiarity. As yet the great majority of American people come 
from the small towns. Many of them remain, during all the years 
of their life in the city, at heart small-towners. (51, pg. 22) 
Somewhere something was said about the necessity nowadays of 
staying put: staying closer to home in our thoughts and feelings. 
The big world outside is so filled with confusion. It seemes our 
only hope, in the present muddle, is to try thinking small. (52, 
pg.4) Thinking small (as opposed to simple mindedness) means 
thinking in a human scale. It means taking the time to 
understand the things around you. It means taking the time to 
talk to someone about a problem or to ask questions when 
something is said that isn't understood. When we give up and 
stop thinking small in this way, we lose what is most essential: 
we lose the capability to know someone else and listen to their 
opinions. As an architect, it is essential to take the time to 
know and understand the people for whom we will be designing. It 
is important to understand the necessity of a person to live fully 
advisably, at the beginning, in a small way; trying, for example, to 
get a better understanding of the people in his own house, in the 
street on which his house stands; trying to get closer to the people 
of his own town. 
Attitudes in our society toward the small town are marvelously 
schizophrenic. On the other hand, we extol the virtues of small­
town America as a reminder of a way of life that is regarded as 
nearly Utopian: a world without crime or violence, without noise 
or pollution, without any of the liabilities of living in cities. It is 
not surprising that while a clear majority of Americans live in 
urban areas, an ever larger majority insist that they would prefer 
to live in open country or in small towns. (53, pg. 31) 
There are persistent myths of the American small town: 
1) Stable, conservative, white-picket-fence, corner-stone, 
Norman Rockwell place. 
2) Pokey, dull, strait-laced sort of Peyton Place. 
3) Urban condescension — portrays small town people as 
quaint, rather innocent but staunch, hard-working folk, 
who are just not quite with it. (54, pg. 3) 
Also, strong suspicions about small town life, and the 
characterization of the small town as evil, frightening, clannish, or 
corrupt is now a fixed stereotype in American mass culture. (55, 
pg. 31) Everyone has an opinion of the American small town. 
It is possible that many of the attitudes toward the small town 
are a fundamental outgrowth of characteristics of urban life. One 
of the ways we have learned to survive in cities is to wall 
ourselves off, both physically and emotionally, from one another. 
As this occurred, attitudes toward interaction have changed. To 
extend the hand of friendship in many cities is to risk losing 
one's watch if not one's hand. Interaction with others is seen not 
as rewarding but as encouraging unwanted obligations. To people 
accustomed to this situation, life in small towns is threatening 
indeed: people there talk to you and by doing so, fill you with 
dread of privacy compromised. People talk to each other and, in 
doing so, raise the specter of a kind of clannishness threatening to 
those who pride themselves on their independence. 
BUILT ENVIRONMENT 
Small towns and rural areas are made up of physical forms, some 
constructed by human beings and others generated by natural 
processes of geology, plant physiology, and so on. Most human 
concerns lie in the realm of meanings and implications of these 
forms which extend beyond their description as bare physical 
structures. Within the settings of small towns, people interact 
with each other and the physical environment. (56, pg. 105) 
Shopping centers are part of every American town. These centers 
are rarely landscaped and have great expanses of parking area. 
The canopies over the fronts of stores are places of sociability. 
It is in the store windows that you find announcements of bake 
sales, revivals, ballet lessons, and garage sales. 
MOVEMENT TO THE SMALL TOWNS 
"Perhaps the flight of many of us from the city to the 
small towns is in part at least such a search: for a 
smaller, more understandable community..." (57, pg. 2) 
What of the small towns in America? They and the way of life 
they represented were seen as doomed. In 1910, the rural 
population of our country was about 32 million; by 1970, it had 
fallen to 9 million. In the late 1950's and early 1960's, only 40% of 
those born in rural America still lived in rural America, and there 
seemed little doubt that this exodus from the countryside to the 
city would continue. Why the flight? Attractions to the city. 
Economic, agricultural technology created a huge pool of under­
utilized labor for which the future was bleak. The young left, as 
did the educated and the adventurous, and many of our small towns 
were turned into hollow shells with chronic fiscal crises and rapidly 
aging populations. 
The 20th century has been the age of the city. Celebrated as the 
most visible symbol of the creative genius of our civilization, the 
setting from which sprang the most dynamic products of our 
culture. (58, pg. 32) 
In the early 1970's the pace of urbanization was reversing itself. 
For the first time since the early 19th century, non-metropolitan 
areas were experiencing growth, growth attributable not only to a 
decline in out-migration, but more importantly to a totally 
unforeseen pattern of in-migration from urban areas. 
Preliminary data from the 1980 census have indicated that the 
city-to-small town migrational shift that began to be tracked in 
the early 1970's has continued into this decade. In all regions of 
the nations, except the South, the rate of non-metropolitan 
growth in the 1970's exceeded that of metropolitan areas. 
In addition to the significance of this trend for demographers-
it ends decades of small town-to-city migration — the reason for 
this trend is voluntary. 
Point 1: Growth in non-metropolitan America is real, and is 
not simply a reflection of continuing processes of 
suburbanization. 
Point 2: These changes seem to be continuing. While some 
have seen them as merely a temporary reaction to 
urban employment, it is important to note that 
they have persisted for a full decade. This new 
migration seems somewhat more a reflection of some 
basic concerns about quality of life. 
Point 3: What is taking place is not a wholesale 
abandonment of the city and an equalization of 
r 
population density across the country. We are and 
will remain an urban society. (59, pg. 34) 
r 
r 
r 
r 
r 
r 
r 
r 
r 
-
r 
Trval your (H 
A BIG SPENDER AND HIS GIRL 
Soda fountain trade cards of 1894 
r 
v o \ .  
r\o, £5^ v^^2.. 
v 111 ^ 
, /- -
90 
As tlie ever-observant Gibbon noted long 
ago, mankind is much more liberal with 
applause for its destroyers than for its bene­
factors. What other explanation can there be 
for the fact that nowhere, despite thousands 
of parks and squares bristling with military statuary, 
has his adopted country erected a statue to John Mat­
thews? A benefactor of the first rank, Matthews gave 
us the soda fountain and popularized carbonated 
drinks, yet his only personal memorial is. his grave in 
Greenwood Cemetery, Brooklyn. It is, to be sure, no 
mean monument, for above 
a recumbent marble like­
ness of Matthews rises a 
granite Gothic canopy and 
spire to a height of thirty-
six feet, richly carved all 
over with gargo\ les, evange­
lists, expiring Matthews rel­
atives, flora, fauna, and 
elaborate bas-reliefs repre­
senting great moments in 
the life of the deceased. De­
signed and partial 1\ executed in his own workshop, 
this imposing potpourri looks very much like one of 
Matthews own cottage soda fountains at the height 
of that eclectic art form. But the benefactor's true 
monument is to be found in nearly every drugstore, 
luncheonette, and department store in America; hfs 
handiwork lives on every Main Street. 
Natural carbonated waters have, of course, been 
bubbling up out of springs and spas since the dawn 
of history. Paracelsus, Lavoisier, and Dr. Joseph Priest­
ley observed and experimented with them. A Swedish 
chemist named Bergman 
produced artificial carbon­
ated or mineral water in 
177a, and Professor Benja­
min Silliman of Yale began 
manufacturing and bot­
tling small quantities in 
New Haven in 1806. An 
early fountain was dispens­
ing various homemade 
Vichy, Kissingen, and Apol-
linaris "seltzers" in New 
wvwjj  
Ml 
Of bubbling waters, sacred marble, 
and old John Matthews, father of an 
industry and a flamboyant art form 
B y  JOSEPH L. MORRISON 
i 
York by 1810; they were supposed to cure obesitv. 
But it was the arrival of John Matthews in New York 
about 1832 that made soda-water drinking an industry 
and, incidentally, offered the grogshop and the saloon 
the first real competition they had ever encountered. 
As students of the Matthews mausoleum can learn 
by twisting their necks to observe the canopy's carved 
ceiling, the benefactor-to-be began as an apprentice 
in the London shop of Joseph Bramah, inventor, among; 
other things, of the permutation bank lock, a h\-
draulic press, and a new kind of seamless lead tubing. 
There, in eternal stone, is young John, learning how 
to construct machinery to make carbonic acid gas. In 
an adjoining panel, he appears again, aged twenty-one, 
taking ship to seek his fortune in New York, doubtless 
convinced that there was 110 future for a seltzer man 
in a nation of confirmed tea-drinkers. 
Matthews hung out his shingle at 55 Gold Street and 
was soon manufacturing carbonating machinery and 
selling charged water to retail stores. The equipment 
was simple enough—a cast-iron box, lined with lead, 
where carbonic acid gas was formed by the action of 
sulphuric acid (then often called oil of vitriol) on mar­
ble dust. The gas was then purified by passing it 
through water, and conducted into a tank partially 
filled with cool water. An employee rocked the tank for 
a quarter to a half hour, until the water was impreg­
nated and bubbly. To imitate popular mineral waters, 
one added their salts to the mixture. 
The introduction of marble chips was an American 
development, for Bramah had used whiting and chalk. 
But marble was easier and cheaper to come by in New 
York: the enterprising Matthews firm at one point 
acquired all the scrap from the building of St. Patrick's 
Cathedral in New York. Although a few of the devout 
thought this use unseemly, these chips alone supplied 
some twenty-five million gallons before the supply gave 
out. Pressure, of course, is always a hazard in gas manu­
facture, and there ft ere a number of noisy explosions 
among Matthews' competitors in the early days, but 
his firm had a special, if rather unusual, method of 
keeping the pressure from rising above the optimum 
level of 150 pounds. 
The safety valve was an ex-slave named Ben Austen, 
one of the earliest employees, a man of intelligence 
and, above all, strength. When the force of a new 
batch of soda water needed measuring, the job fell 
to Ben, who simply placed his powerful thumb over 
the pressure cock. When it blew his thumb away, the 
Matthews people estimated they had reached 150 
pounds and that the water was fully charged. "Ben's 
Thumb" was long a term in the jargon of the trade. 
During the Civil War draft riots, when angry Irish 
mobs roamed the New York streets seeking to hang 
any Negro they could find, Matthews was obliged to 
ship Ben out to safety in a packing case, as though 
he were a tank of the product. 
As time went on, several strong competitors entered 
the field—John Lippincott of Philadelphia, A. D. Puf­
fer of Boston, and James W. Tufts of Somcrville, Mas­
sachusetts (he did so well eventually that he founded 
Pinehurst, North Carolina^—but the next great break­
through, and die one which brought them all prosper-
lty, was made in 18^8 or i8^q by Eugene Roussel, a 
Frenchman who was selling plain soda water at his per­
fume shop in Philadelphia. With the ingenuity that 
characterizes all Frenchmen when dealing with the op­
posite sex, he decided to add flavors to his customers' 
drinks. As simple as that, but no one had thought of it. 
Soon the crude soda fountains of Matthews and his 
competitors were all keeping syrups on hand, in 
orange, cherry, lemon, teaberry, ginger, peach, and 
many other flavors. Root beer and birch beer and sar-
saparilla appeared, bottled or made at the fountain. 
Attempts were made to imitate, without alcohol, the 
flavors of various wines and champagnes, but appar­
ently less successfully. 
For a very modest investment, Matthews could put 
any chemist or other entrepreneur in business. Here is 
one offering: 
1 upright generator $115.00 
1 four-gallon fountain frame 25.00 
1 draught apparatus for counter 40.00 
6 patent soda tumblers 1.25 
1 case extracts for syrups 6.00 
1 barrel Matthews' ground marble 
(Ah, there, St. Patrick!) 2.00 
165 lbs. sulphuric acid with carboy 6.53 
»95-78  
Only six tumblers were provided, but they could be 
washed in a jiffy. They were simply rinsed in cold 
water, for germs concerned nobody, and their existence 
was not suspected. Ice cooling had been introduced 
and business was booming, so that Art, which had been 
waiting in the wings, could now step forward and em­
brace Commerce. The Leonardojof the soda fountain 
was one G. D. Dows, of Lowell, Massachusetts, who 
decided to try his hand at improving the looks of the 
crude soda fountain in his brother's store, and wound 
up with a combination fountain and ice shaver housed 
in a white Italian marble box. It became so popular 
that Dows opened his own place in Boston. 
The "cottage" fountain,. as this_kind of design was 
later called, now took over the field. Basically boxes 
resting on a counter, they ran riot through the art of 
decoration—Gothic, Roman, Byzantine, Egyptian, Jap­
anese. Brooklyn Hittite, anything in any combination— 
and bore names like The Frost King, The Icefloe, The 
hgyptian, The Avalanche, and The Cathedral. Fanci­
ful spigots led out of tombs and temples and chalets 
decorated with sphinxes, lions, nymphs, knights; alle­
gory ran wild. Names of flavors and famous mineral 
waters would appear on the larger models. There is a 
tale of an old lady who walked around a giant foun­
tain displayed at a fete in the Seventh Regiment Ar­
mory in New York, reading oft to herself the distin­
guished names graven next to each spigot: Saratoga, 
Deep Rock, Kissingen, Washington. Then she turned 
to the attendant. "I didn't know," she said, "that the 
gallant Seventh had fought in all these battles." 
In 1870, John Matthews was gathered to his fathers 
and entombed in the elegant manner we have de­
scribed. Meanwhile the "cottage" became too small a 
device, what with the hundreds of flavors now offered, 
and great wall-models now appeared, erected like al­
tars behind the counter, gleaming in marble and onyx 
and with even more fanciful architecture. One boasted 
goo flavors. Another cost §49^000^ fortune in those days. 
Now another great benefactor appeared, who united 
the ice cream parlor and the soda fountain. Although 
he has rival claimants, the historians of the industry 
press the accolade for inventing the ice cream soda 
upon Robert M. Green, the soft-drink concessionaire 
at the Franklin Institute Expos it i onhe 1 d in Phila-
delphia in 1874. Among the drinks he had been selling 
was one concocted of fresh sweet cream, syrup, and 
carbonated water, but one busy day he ran out of 
cream. In desperation he bought some vanilla ice 
cream, intending to melt it, but the customers were so 
pressing that he used it in its congealed form. Appar­
ently the drinkers uttered glad cries of joy, for Green 
thereafter made ice cream sodas on purpose, and the 
recipe spread over the country. 
By the end of the century, the soda fountain was big 
business. The four original firms had combined, as was 
then stylish, into a trust. It was no longer necessary for 
soda-fountain proprietors to make their own gas, be­
hind the counter or in the cellar, because it could now 
be purchased in portable steel cylinders. The wall 
temples began to disappear in favor of the modern 
counter, with the apparatus hidden inside it, and the 
great empty space where the old fountajn had stood 
was covered with an ornate looking-glass nnd rlpvpr 
displays of tumblers—washed nowadays in hot water. 
Food too was now offered for sale, and in the twenties 
came mechanical refrigeration. It was a long way from 
Lavoisier, from the dissenting parson Priestley shaking 
up the first glass of artificial mineral water with gas 
acquired at a nearby brewery, from Ben's thumb, and 
from that great silent soda fountain in Greenwood 
Cemetery. But a great thirst had at last been quenched. 
SODA-M 
APPARATUS JWf 
MATTHEWS 
! 
Our mementos of John Matthews 
include an old billhead (above) 
showing one of his early factories 
and, at far right, one of the earli­
est of his surt/iving soda fountains, 
made of silver-plated copper. Ice 
was kept inside to cool a coil 
through which the beverage 
passed. It is topped by. a thirsty 
Cupid and flanked with elephant 
heads; the soda flowed through 
their trunks, and to draw it you 
turned the elephant's ears. Today 
this old urn decorates the Chapel 
Hill, North Carolina, estate of 
George Matthews, Jr., great-grand­
son of "the Father of American 
Soda Water." (lie himself hated 
the term, because there is no soda 
in it, and preferred "aerated wa­
ter.") Below, shown in both froyit 
and side views, is a great Matth­
ews marble wall-model, The An-
gelo. Is the art reference clear? 
ro tx rcT ioN o r  M \ I I H H \ S  J K .  
JOHN MATTHEWS: 
He started it  
BLN AUSTEN: 
Human pressure gauge 
G  U F " "  
„ 'v-
RKl . l .  \  I .A  \  I )  A l 'KR COl l iCI  l ( )S ,  \KW- \OKk HISTORICAL MHtM> 
ami bore names like The Frost King, The Icefloe, The 
Egyptian, The Avalanche, and The Cathedral. Fanci­
ful spigots led out of tombs and temples and chalets 
decorated with sphinxes, lions, nymphs, knights; alle­
gory ran wild. Names of flavors and famous mineral 
waters would appear on the larger models. There is a 
tale of an old lady who walked around a giant foun­
tain displayed at a fete in the Seventh Regiment Ar­
mory in New York, reading oft to herself the distin­
guished names graven next to each spigot: Saratoga, 
Deep Rock, Kissingen, Washington. Then she turned 
to the attendant. "1 didn't know," she said, "that the 
gallant Seventh had fought in all these battles." 
In 1870, John Matthews was gathered to his fathers 
and entombed in the elegant manner we have tie-
scribed. Mean while the "cottage" became too small a 
device, what with the hundreds of flavors now offered, 
and great wall-models now appeared, erected like al-
tars behind the counter, gleaming in marble and onyx 
and with even more fanciful architecture. One boasted 
300 flavors. Another cost $40^000, a fortune in those days. 
Now another great benefactor appeared, who united 
the ice cream parlor and the soda fountain. Although 
he has rival claimants, the historians of the industry 
press_the accolade for inventing the ice cream soda 
upon Robert M. Green, the soft-drink concessionaire 
at the Franklin Institute, Ej^pos.ition held in Phila-
delphia in 1874. Among the drinks he had been selling 
was one concocted of fresh sweet cream, syrup, and 
carbonated water, but one busy day he ran out of 
cream. In desperation he bought some vanilla ice 
cream, intending to melt it, but the customers were so 
pressing that he used it in its congealed form. Appar­
ently the drinkers uttered glad cries of joy, for Green 
thereafter made ice cream sodas on purpose, and the 
recipe spread over the country. 
By the end of the century, the soda fountain was big 
business. The four original firms had combined, as was 
then stylish, into a trust. It was no longer necessary for 
soda-fountain proprietors to make their own gas, be­
hind the counter or in the cellar, because it could now 
be purchased in portable steel cylinders. The wall 
temples began to tlisappear in favor of the modern 
counter, with the apparatus hidden inside it, and the 
great empty space where the old fountain had, stood 
was covered with an ornate looking-glass and clever 
displays of tumblers—washed nowadays in hot water. 
Food too was now offered for sale, and in the twenties 
came mechanical refrigeration. It was a long way from 
Lavoisier, from the dissenting parson Priestley shaking 
up the first glass of artificial mineral water with gas 
acquired at a nearby brewery, from Ben's thumb, ami 
from that great silent soda fountain in Greenwood 
Cemetery. But a great thirst had at last been quenched. 
SODA-Tt 
APPARATUS 
MATTHEWS 
Our mementos of John Matthews 
include an old billhead (above) 
showing one of his early factories 
and, at far right, one of the earli' 
est of his surviving soda fountains, 
made of silver-plated copper. Ice 
was kept inside to cool a coil 
through which the beverage 
passed. It is topped by. a thirsty 
Cupid and flanked with elephant 
heads; the soda flowed through 
their trunks, and to draw it you 
turned the elephant's ears. Today 
this old urn decorates the'Chapel 
Hill, North Carolina, estate of 
George Matthews, Jr., great-grand­
son of "the Father of American 
Soda Water." (He himself hated 
the term, because there is no soda 
in it, and preferred "aerated wa­
ter.") Below, shown in both front 
and side views, is a great Matth­
ews marble wall-model, The An-
gelo. Is the art reference clearT 
JOHN MATTHEWS: 
He started, it 
BKN AUSTEN: 
Human pressure gouge 
FLTTH 
BKI. I .  \  I .ANDAI KR COM . I  C  I  ION.  \KU \OHk HISTORICAL SOCIM \  
en I  V  T  . i \ \ • : * col ! K  R I < I  \. \ I «  W W K  M M O H I .M  M K I H I  
V 
BLIZZARD 
G00^l'-.','p« r»IEND HOW CAN YOU WEAR AN OVERCOAT AND LOOK SO COOL 
, 
T
- WEATHER? 
.*Y OVERCOAT DOWN TOWN. AS I FIND A F T E R . DRINKING A OUS 
2 tUJJUO JOO*." DRAWN FROM HIS"**«»IC »••»*»•*. THAT 1 AM COLD 
CA^HCT or T W F  R > A V  
hot water blatlhcivs' Chamre Holder 
Byron loved soda water and so, it ap­
pears did Disraeli, for j,ooo empty hot-
ties were found in Itis house xuhen he 
died. There were all-male soda hang­
outs, as the extravagant 1800 adver-
tisement at left indicates, but the bet• 
ter places strove to entice the ladies. 
The one at the right shows that as 
early as 1905, the Coca-Cola people 
were pushing their product hard. In­
vented by an Atlanta druggist in 
1886, it became the greatest carboyi-
ated success of all time, and its claimSj 
shown in the circle, were never modest. 
In its heyday, an ornate art form 
grew up to supply the spreading soda 
fountain trade with dozens of nettr 
devices, from a two-dollar cup holder 
to the gjoo decorative Cottage" foun-
tain, below, patented in i8jr, and al­
ways ready with ten delicious flavors. 
The Monitor, by the Tufts Company 
(OH K.IION OK HI SI VI \MFR10AV\ 
: v
" 
.- '"H RUWFA'L' ¥> 
1 EYBHT FOUHTAM | 4"' 
'JL .# i  
DRINK 
THE WAY DOWN „ \  >H 
^ JDZLICIOUS & REFR^WTNG^GGI 
I  '  * 
msteX K 
N ;W« 
WHEN 
*EAKY'D 
Spoon Holder  
Tumbler  \Yu\ lur  rumbler  Holder  Ice  P lane  and  Mi t ten  
PICTURES ROIIOM: COM F«TIOV OF JOIIS HOL LLLJ. WAKSHUV COII.HTION OF RIM-
M_S* AMIRWW*. BMI.\ f . .  I.WNVIM CM I K:TH»V. \FW-YORK HISTORIC M 11 I ^ 

When it came to colored lithographs, it xcas hard to beat 
A. D. Puffer ir Sons, of Boston; this flight of fancy clearly 
links the product to all that arctic ice, to a good many 
races, to those happy monkeys, and eirn to the wise 
old owl. Could that be the young John Glenn 
beside him? The date: approximately 1875. 
T V TV1** 
$&'* 
fW*?. 
A*® 
I  -*  11 w 
7*3 
3 
>1 
* M 
5fL.« 
,T:. ;  
31 m 
4 #1 \gM 
v 
ijL 
£3^ 
r, iv 
\V \MSIMW COI.LFCTIOV OF BI SIVFSS XMKRICAW 
©WE MY 
f i r  
ca 
Amkrkjan HV.RITAC.F. is grateful to George Matthews, Jr., and John Foul* 
making their collections of old catalogues anil /tictares available; 
Miss Janice Devine and Leslie Horsey for picture and caption i 
BETTMA.NN UtCHJTZ 
ifiie&B&J 
w 
As the nineteenth century wore on, all ages 
and classes seemed to have taken up ice cream 
and soda water. Witness these contrasting 
wood cuts, nabobs at the right, gamins to the 
left. In Once Upon a City, Grace Mayer 
quotes a ipoi newspaper on the phenomenon 
of the poor child with pocket money always 
ready for a soda. "Thriftless, but affectionate, 
is the lower class parent. Shoes the child must 
do without . . . But here is five cents to buy 
hokey-pokey. That much he can afford." 
John Matthews, who started it all, believed 
in catching soda-water drinkers early, made 
a street dispensing cart, and xoaxed lyr­
ical about his product: "Youth, as it sips 
its first glass, experiences sensations which, 
like the first sensations of love, cannot 
be forgotten but are cherishcd to the last." 
Who will argue with the old gentleman? 
80 HOBBIES—The Magazine for Collectors July, 1952 
"To Gladden Travelers" 
From on crticlo by ADELE BRANDEIS in the Courier-Journal, Louisville, Kentucky 
The old-timers among us remember 
when every pear-shaped 
glass jars filled with colored liouiria 
in the window, and mysteriously let­
tered china jars to hold the roots and 
mineral salts that lined the shelves. 
Many of the china jars were real 
works of art, but very little has been 
written about them anywhere, as 
Adele Brandeis discovered when she 
began research about the Fred Kluth 
collection here, (Louisville). She did 
some of her investigating in New 
York, at the Metropolitan and His­
panic Museums. 
Still less has been written about the 
glass show globes, show bowls or win­
dow jars, as they are called by various 
people. At first they were functional 
Often they were used to percolate 
drugs: and their glass stoppers kept 
the alcoholic solutions of an earlier 
materia medica from evaporating. 
Since they were so striking, with their 
bright contents, they gravitated to 
the window to serve as a symbol. Then 
gas-light came along, a jet was placed 
behind them at night, and we had the 
forerunner of today's neon sign. 
Christopher Morley wrote a sonnet 
about the short-story genius 0. Henry, 
who among other things had been a 
druggist, and ended it: 
Glowing with globes of red and purple 
$ias3, 
Your vmtdovt gladdens travelers who 
pass. 
'[Morley edited out these pictures­
que lines. A later version kept the 
salute: 
O brave apothecary! You who knew 
What dark and acid doses life prefers, 
but ended with some entirely different 
remarks, about pouring wit and com­
passion into prescriptions.) 
Today the beautiful big globes are 
becoming fashionable and there are 
a lot of modern copies. Those in the 
Fred Xluth collection, though, are all 
in the antique class. 
Mr. Fred has always been associ­
ated with the kind of drugstore that 
compounds and sells drugs—not elec­
tric irons, baby dolls and bacon-and-
tomato sandwiches—as its main line. 
Nearly half a century ago he was 
working for Zubrod's, the old phar­
macy then on Market near Third. 
Now, as owner of Louisville Apothe­
cary, Inc., he has two of his own, 
strictly modern in equipment, but 
traditional in all else. 
When Mr. Fred was in Mexico 10 
years ago and saw two old apothecary 
jars in a gift shop, his nostalgic 
thoughts went back to the old Zubrod's 
and 1907 and the old fittings of that 
shop. Before he knew it, he found 
himself the owner of his first two jars 
(at $-5 for the pair), the genesis of 
his collection of about 150. 
The use of apotheeai'y jars is cen­
turies old. In them were kept the 
crude drugs such as senna, aconite, 
digitalis leaves and herbs, such od­
dities as aqua mellis, a compound of 
honey and saffron, and shavings from 
unicorn horns and dried vipers, "a 
panacea for all ills"—the stock in 
trade of the early pharmacists. "Now," 
as ]JIr. Fred says, "it's all pills and 
things." 
In the Middle Ages, in the dawn of 
science, the drug shop was terribly 
important. The owner was not only 
a doctor, but a scientist, and in early 
days even an alchemist, who was con­
tinually experimenting to find new 
drugs. On the shelves of his shop 
were rows of clay pots or vases con­
taining his wares. 
Each castle or monastery had at­
tached to it a small hospital or at 
least a pharmacy. There the drugs, 
those mysterious remedies that were 
the breath of life, also were kept in 
jars, marked not only with the name 
of the drug but with the owner's crest. 
These jars were ranged around the 
walls in plain sight as proof of the 
resources of the shop, and this custom 
was carried on until almost the be­
ginning of this century. 
At first the jars were more or less 
the same shape, a shape which the 
Italians called albarello, meaning a 
small tree. This shape was handed 
down from Oriental countries, where 
it is said that a section of bamboo— 
in other words, loosely, a small tree 
or branch—closed at the bottom was 
the early receptacle for the precious 
drugs. But we must admit that the 
earliest shape was also the most 
natural shape thrown on the potter's 
wheel. 
The slight concavity of the sides 
made it easy to slip a finger in be­
tween the jars when they were shelved 
close together. 
Later on, in Italy, in Facnza, Sien­
na and Castel Durante; in Spain, in 
Toledo and Talavera; in various pot­
tery centers in France and England, 
the shapes and the decorations were 
changed according to the fashions and 
the times. 
In the earliest days the contents 
were protected by parchment covers 
drawn tightly over the openings and 
tied just below the lips of the jars. 
By the loth century there were ornate 
lids, and in France especially they be­
came very important and were dec­
orated with heavily gilded knobs. 
These jars were painted in varied 
and charming designs; in fact, they 
form one of the prizes in any pottery 
collection. There w*re the designs of 
flowers and leaves from which the 
drugs were compounded. There was 
the snake, the emb>m of medical skill 
from Mercury's symbol, for Mercury 
was the god of science. There were 
busts of the old Greek, Hippocrates, 
the father of medicine. 
Those decorated in Spain in the 
17th Century for the Mexican trade 
have an eagle with a snake in its 
mouth, the Mexican crest. Those 
made in France in the time of Na­
poleon have classical-revival designs. 
The British have coats of arms of the 
Chartered British Apothecaries. The 
Spanish often decorated their jars 
with animals, fish and birds, designs 
taken from the Hispano-Moorish tiles. 
Mr. Fred, having fallen in love at 
first sight with the French style, the 
more or less cylindrical, white porce­
lain, decorated jar with a white and 
gold lid, has stuck to it. almost with­
out exception in his large collection. 
But he ha3 two square jars which 
are French, and were found for him 
in Nice, and he has four enchanting 
17th Century ones of rose porcelain 
with an inner lining for added protec­
tion to the precious contents. He also 
has six light blue, beautifully dec­
orated Italian jars which the proud 
owner bought in a private home in 
Oaxaca in Southern Mexico. Pesos 
were no good as a medium of ex-
HOBBIES—The Magazine for Collectors 
Old drug store equipment of yesteryear 
change but a couple of bottles of 
Bourbon, thrown in on the side, did 
th«» trick 
Sir. Fred's many friends are deeply 
interested in the collection. One 
brought him from Turkey two tiny 
Bristol glass jars painted with 
wreaths of little English blue field 
flowers. We wonder how long ago a 
sailing vessel took them all the way 
from the Irish Sea to the Bosporus. 
Two white and gold jars, very faded 
in their gilding, were in the old W. W. 
Smith Drugstore at 9th and Market 
110 years ago. 
Our collector hasn't stopped with 
re t he v. 
glass receptacles 
&llad_ wiTH colored water which were, 
4.hiL__a potheca r'y sign all over the 
Western world. 
In the early days these globes had 
^ n  i 
^ He is now gathering tog  
\ less assiduously, "show glo^i 
—>. ,e handsome  
a purpose besides aesthetic; filled with 
a mixture of oil, alcohol and water 
and exposed to the sun's rays, they 
were supposed to extract the thera­
peutic value of a drug dropped into 
them. 
Mr. Fred also has started on a 
pestle and mortar collection. His 
finest examples come from Germany 
and Switzerland. The pestle and 
mortar a re of course also svmlx)ls~Qf 
the tracTeT Foimerly no hand save 
that oi aregistered pharmacist could 
touch t^.em to compound prescriptions. 
Ivir. Fred icn't the only pharmacist 
who has a passion for the tools of his 
anc'ent and honorable profession. 
Lascoff. at 86th and Lexington Ave­
nue in New York, an apothecary over 
a half century old. has by far the 
best known and comprehensive of the 
collections there. And museums—the 
Metropolitan, the Brooklyn and the 
Hispanic Society—have interesting 
and varied groups of albarelli. In 
France and Italy there are collections 
worth a long trip to see. 
Mr. Fred's French and English jars are all originals, with interesting 
and varied symbols, initials or hall­
marks on the bottom. He'd cut off 
his right hand rather than sell one, 
but he'd rather show them to you 
than anything except find another. 
Any glass or china advertised in HOBBIES 
must be authentic. We do not accept ad-
vertisements from those wishing to sell re­
productions. Advertisements placed here are 
with that understanding. Anyone using these 
columns for the sale of any but genuine, 
old glass and china is m'srepresenting. 
V-V o \ ^ 
SO- 2>\ 
M O \ .  S n  3u\u^ 
/ '.cf. 
May, 1961 
Apothecariana 
The Mortar 
and Pestle 
By HOWARD W. MORDUE 
The Mortar and Pestle, time-hon­
ored symbols oflhe pharmacist, have 
an origin dating Dack~~before the 
time of recorded history. Their exact 
origin can only be a subject for con­
jecture. However, many fine speci­
mens of this interesting equipment 
have been found intact in Roman 
ruins as well as in prehistoric ruins. 
Long before pharmacy was even 
thought of, mortars and pestles found 
their use in maceration of grains. 
People of cultures other than our 
»wn still use them today. As close 
is our near southwest the Indians, 
of the area there and in nearby Mex­
ico, use our subject extensively. 
Mortars are made of most every 
onceivable substance. In Mexico the 
.opular substance is lava rock. The 
mortars and pestles made of it are 
most attractive, graceful, and color-
uL 
Other rock-type substances include 
marble, also the more popular and 
still obtainable Wedgwood mortars 
•hat were originated by Josiah 'Wedg-
ood in England during the last 
J ars and pestles of almost 
ever> conceivable alloy have been 
ade over the centuries. Most pop-
ar of the metal forms is brass. 
Many of the most attractive and 
graceful mortars were made by Dutch 
»-usans in the 14th and 17th centu­
35, at the age of 64, whereas his 
)thcr James passed away several 
ns earlier, according to Robert 
Van Deventer, HOBBIES, January, 
1941, page 57. At first it seemed 
t the last patent issued to Thom-
Atterbury was in 1893 but the 
ords reveal that a patent was 
issued in his name in January, 1897, 
for the manufacture of an incandes-
t electric lamp, a patent he had 
lied for in December, 1894. (2) 
What happened to the Atterbury 
Company on Carson Street in Pitts-
rgh, I have been unable to ascer-
ln. Perhaps someone around Pitts-
rgh, where Information may be 
-.atlable. will be inspired to pre­
pare and publish a full account of 
the noteworthy Atterbury glaasmakers. 
* thur G. Peterson is author of "Salt 
—d Salt Shakers." 
O) The middle name suggests that he 
may have been a member of the 
family of the famous Bakewell glass-
in -s of Pittsburgh. 
I* 'h 5 B. Atterbury, Jr., of Pitts-
ourgu, is listed in the 1898 patent 
records as an assignee of one-fourth 
of a patent on a power motor. 
HOBBIES—The Magazine for Collectors 89 
mnz 
Mortars and Pestles of the Medical Arts Apothecariana. Note the beautiful relief work 
on some of these pieces. The one on the upper left has raised sea shells on it. Th® 
piece on the extreme lower right has raised figures of the Madonna and Child circling It. 
ries. In relief, encircling these mor­
tars, is offtimes the name of the 
producer and the date of production. 
Fine mortars of this type are very 
hard to procure and are seen mainly 
in museums. French, Spanish, and 
English mortars of the same era are 
not quite as well done artistically, 
and, from my observation, do not 
have as much copper in their make­
up. 
Glass over the recent centuries has 
been a most popular material for 
making mortars and pestles. Its pop­
ularity is second only to Wedgwood 
in use in pharmacies of today. 
The reason for this is two-fold. 
First and foremost is the fact that 
the medicaments being mixed do not 
react chemically with glass or Wedg­
wood. Secondly, it is easier to form 
an emulsion, if one is called for, in 
a Wedgwood mortar. 
In days past, many formulae in­
sisted on iron mortars due to the 
fact that they did react chemically 
with the ingredients mixed in them. 
The mortar and pestle in recent 
centuries has been used Avtpnsivply 
to identify" thepharmacy ir) Anglr>. 
Saxon countries. Ove 
"ways oFyesterdav hung mortars 
carved of wood.jjjLfiiade of brass or 
pewter inset with varicolnrad glass 
prisms to identify the apothecary 
snopTorig gone from the American 
scehe7~but not forgotten. 
MRS. L. M. HEILIGENsTEIN 
133 Orchard Drive Belleville, 111. 
Dozen dinner knives and forks, pearl handled, 
sterling ornate bancs, fine concut.cc.. $65. Lge 
collection Old Baltimore Pear <6. 9" plates $7 
each. Cov. sugar bowl $9. (2) :?•. fruit bowls 
$6.50 ea. (10> hex. shape sa._;es $3.50 ea. 
(8) spooners $5 ea. Beautiful b;g xater pitcher 
$14. (2) butter bases $4.50 ea. Pineled thistle 
cruet $6.50. Large plate $7, sooner, $4.50. 
Triangle black "S" plate $5. Sr.ient Lamp -
all original nickle finish, paper th— white shade 
$35. Stamps for ck. refunds & tat Please 
add postage. 
myc 
Mortors and Pestles similar to this once 
adorned apothecary store front t u  
eountry7~These were used inside as yell 
as out-of-doors. Made of brass and in» 
loi<rwith translucent glass prism*, they 
showed their beauty for blocks, at night. 
—From the collection of the author 
MRS. RAT C. HTJDGENS 
3807 Altamlra Dr. Chattanooga, Tenn. 
Most gorgeous cut glass Compote, all over 
cut, tear drop stem. 12" tall. 7" across. 
Signed "Corning" $47.50 
Beautiful Pink Overlay Jack-ln-Pulplt Vase 
Ruffled top & bottom. B'/a* toll 18.00 
Blue Graipe Carnival footed Fern Bowl „ 10.50 
Lovely Pickle Caster, complete with tongs. 
ins«Tt glass with etching of birds. Silver 
frame — 15.00 
Large Bennington Pie Plate. Nice glaze. 
11" across "no mark" 12.50 
Postage Extra. Stamp Please. 
myo 
VA o fca Va \ 1 ^ V o \. LdLO ^ ^  
Pharmacology 
Beaker and Syringe 
Pharmacology 
Mortar and Pestle 
Pharmacology 
Prescription 
A H  Pharmacology. Balance 
Pierce, fecov- evtvvboVo 
'E.v Uejr\T\ejc 
PROJECT GOALS 
DRUG STORE 
1) To create a space which reinforces the image of 
'pharmacy' within the drug store. 
2) To create a space within the drug store which 
reinforces the contemporary concern for health and 
receiving current information about health issues. 
3) To create a space that is readily accessible to 
handicapped and ill customers. 
4) To create a clear sense of entry to the drug store. 
5) To create defined areas of function within the drug 
store. 
6) To create focusing elements that help define the function 
of the drug store. 
7) To create a contemporary drug store containing focal 
points of recognizeable symbols (or objecys) of the drug 
store. 
8) To create individual spaces distributed throughout the 
drug store for different groups of people to gather. 
RESIDENCE 
1) To create a defined and separate entry to the residence. 
2) To create strong visual connections to the main street 
and the park. 
3) To create a private connection to the drug store. 
4) To create a contemporary living space with familiar 
symbols (or objects) of a residence. 
PARK 
1) To create an outdoor gathering space with a strong 
connection to the drug store. 
2) To create a strong focusing element in the park by 
which it can be defined. 
3) To create a park where people of all ages feel 
comfortable to come to. 
4) To create a park where people can gather in large or 
small groups. 
To create covered areas within the park (either man-
made or natural) as points that encourage people to 
gather. 

LA.1.A. r rxx 
IX JUL 
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EPILOGUE 
. 
My thesis project began small. A drug store in a small town was a 
symbolic choice to study small town people and architecture. Soon 
it also included a residence above the drug store for the owners. 
Through examination of the surrounding site a park across the alley 
was also included. 
My thesis became more intense because it now included connecting 
seemingly unrelated parts. The problem of connecting the drug 
store to the residence and both to the park became an interesting 
problem. The added problem of connecting these parts was 
relevant to the overall thesis of a small town project. It brought 
the idea of context and its importance in the small town to the 
forefront. 
I feel the success of my thesis project rests in the interweaving of 
individual spaces and elements. Beginning with the drug store, the 
problem of combining retail, pharmacy, and fountain spaces in one 
physical space was observed. The physical connection of the drug 
store and the residence created unique problems of circulation and 
facade design. The added connection of the drug store and 
residence to the park, I feel, created the strongest connections 
between all three elements. 
(I 
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ADDITIONAL READINGS 
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THE SMALL TOWN DEFINED 
Mary Ann Svehla 
January 29, 1988 
Architecture 421 
Paper # 1 
r; i 
The two articles I chose to read on the subject of small 
towns were both trying, with much effort, to define the "small 
town." William Alexander McClung's article -- "The Mediating 
Structure of the Small Town" -- had a hard time using the term. 
He uses a broad historical context for his definition. He 
believes the small town is a myth created by two opposing myths: 
city and country. John B. Jackson's article -- "Country Town" --
reveals a more romantic and traditional definition of the small 
town. He uses a narrow historical context to explain his 
definition. The narrow context makes his reasoning easier to 
grasp. These two articles do agree on one important point: 
the element of physical size is a poor determinate to use when 
defining the small town. The criteria is much more involved. 
Three main issues are summarized in this paper: 1) the process 
each author uses to define the smalL town; 2) how each author 
recognizes or substantiates the existence of the small town; 
and 3) how the authors feel small towns have come to acquire 
values of their own. 
The first issue is the attempt to define the small town. 
McClung puts his definition in the context of "3 milenia of 
literate Western civilization." He seems to have a hard time 
using the words "small town" as he defines what it is not: city 
and country. He states that throughout history "city" and 
"country" have appeared to be timeless entities. The idea of 
the small town differs from both depending, as the qualifying 
adjective "small" indicates, upon the idea of a larger category 
or more powerful institution. McClung feels that the small 
town will always exist as a matrix, containing these opposing 
and at times self-destructive forces. 1 
Jackson also has a problem using the term "small town." 
He defines the city as an unusual concentration of goods and 
services, a center of administration, and the seat of authority --
the symbol of the commonwealth. He uses the term "country 
town," as opposed to "small town," as a placc that has close 
ties to the nearby countryside. The country town is where 
people live -- a collection of farms and dwellings. Jackson 
feels that the traditional definition of the small town can 
still be valid: a small country town can still be a community 
where people live closely to one another. 2 Their existence 
can be made more complete by close and frequent contact with the 
surrounding rural setting. 
The second issue of the process of definition is to understand 
how to recognize or substantiate the existence of the small town. 
McClung's look at Western civilization as a whole shows little 
or no historical research on the "parentage" of the small town. 
For this reason, he has difficulty recognizing the object 
"small town." He feels the small town evolved as a mechanism 
between the opposing myths of "city" and "country" as referred 
to earlier in this paper. More precisely, McClung states that 
the existence of the small town is a result of tensions between 
the prehistorical or nonhistorical myths of city and country. 3 
Jackson places his definition in the context of the 17t"n 
century when the English settled in the New World. People 
distinguished between "town" and "city" on the basis of the roLe 
that each kind of settlement played in its context, as opposed 
to size, density, or wealth. The city represented the seat of 
government -- the authority figure. 4 It often carried the 
problems of the entire country. The town was concerned with the 
people that lived there. In other words, the people concerned 
themselves with each other and their needs. 
The third issue in defining the small town is understanding 
how they have come to acquire values of their own. McClung 
hinted during his entire article and finally stated that the 
whole idea of the small town is a myth. He states that the 
small town is "a synthetic model of human community." 5 
This means that the small town unites the beneficial characteristics 
of city and country while diluting or ignoring the bad elements 
of each. This statement defines what he means when he calls 
the small town a mediating structure. The balance is always 
tipped against the city. He uses the example of an axis formed 
by the city at one end and the "small town paradise myth" at 
the other. He can then see the small towns as institutions 
that set themselves in opposition to both city and country and 
whose codes contain the programmes for the good life. 6 
Jackson sees a more romantic view of the small town values. 
He feels there are definite characteristics -- social as well 
as environmental -- that makes small towns unique in our landscape. 
He sees small towns as self-sufficient and independent of 
metropolitan ways. There is solidarity and a sense of kinship 
among the people who live there. This leads to an intimate 
relationship with the immediate rural surroundings and with 
those who live there. There is a respect for local history 
and its monuments -- an awareness of corporate dignity. 7 
To Jackson, there seems to be pride in the inhabitants of the 
country towns that is lacking in the city. 
McClung's argument that small towns take all the good 
qualities of country and city thus creating a myth leaves out, 
in my mind, an important issue. It leaves out the people who 
live in these towns. Are they also myths? Only once in his 
article did he mention the word community. If he had tried to 
define community and related that to a narrower historical 
context, I feel a healthy view of small town America would have 
evolved. Actually, he never put his "myth" in a setting --
he never chose a site. Jackson's article actually came closer 
to defining community. To dismiss the small town as a mediating 
structure, as McClung did, seems to me that he was ignoring 
most of the American communities. Though Jackson's view was 
a bit too romantic and novelish, he dealt more with the existing 
character of his "country towns." From reading these two 
articles, I have begun to conclude that the "smalL town myth" 
or the "country town" or whatever term is used to define the 
small town, is unique to the American landscape. Jackson's 
country towns, as I see it, are defined as "American" country 
towns. I feel his article is more comprehendable due to this 
fact. 
F O O T N O T E S  
1 "The Mediating Structure of the Small Town", by William 
Alexander McCLung, pg. 2. 
2 "Country Towns," by John B. Jackson, pg. 18. 
3 McClung, pg. 2. 
4 Jackson, pg. 17. 
5 McClung, pg. 3 
6 McClung, pg. 3. 
7 Jackson, pg. 29. 
B I B L I O G R A P H Y  
Jackson, John B., "Country Town," Change and Tradition 
in the American Small Town, edited by Robert Craycroft 
and Michael Fazio, University Press of Mississippi, 
Jackson, 1983, pg. 17-30. 
McClung, William Alexander, "The Mediating Structure of the 
Small Town," Journal of Architectural Education, v.38, 
no. 3, Spring 1985, pg. 2-7. 
USED 
CONTEXT 
A S  Z\  D E S I G N  TOOL 
Mary Ann Svehla 
February 19, 1988 
Architecture 421 
Paper # 2 
r <\Jg£f ^ 
The two articles I chose both dealt with teaching context-
ualism to students of architecture. Merrill C. Gaines' article 
"Teaching a Contextual Architecture" deals directly with the 
beginning students' attitudes toward contextual ism. Gaines 
feels teaching contextual issues helps a student's design 
decision-making process. He describes three contextual concerns. 
He also describes how an acceptable judgment of what contextual 
issues help broaden sources but still keep a link to a specific 
time and place. Gaines' main concern is that the changes in 
architecture proceed through a process of continuum -- moving 
into the future while keeping in mind the past and the present. 
Ahmat Gulgonen and Francais Laisney's article "Contextual 
Approaches at the Ecole des Beaux-Arts" dealt more with defining 
contextual components which are described as typologies. 
They describe three poles of typology that deal more with a 
classification of contextual buildings. They combine this with a 
morphological theory that brings life to the classified buildings. 
Then the buildings become part of the street and take on their 
individual or collective essence. This combination of 
classification and morphology is what they feel is important 
to teach students of architecture. 
Gaines' main concern is describing a contextual architecture 
as an architecture that accommodates change through a process 
of continuation, moving into the future by f inding its order 
in both the present and the past. 1 His approach to design 
education is based on this conviction. Because of beginning 
architecture students' bias for making objects -- pieces of 
isolated and often arbitrary abstract sculpture -- two issues 
are included. 2 The first issue is to broaden the range of 
external influences -- the architectural context. The second 
issue is to include this material as fundamental to the early 
studio experience. 
Gulgonen defines the term typology as applying to contextual 
architecture. 3 Typology applies to the classification of 
objects. It refers to the material and cultural production of 
architects and society. In essence, typology becomes a means 
of classifying buildings. More importantly, however, it also 
stands as intellectual instruments which permit the intro­
duction of "memory" into the explication, conception, and 
production of buildings. 4 
Gaines' contextual concerns or issues can be described 
under three broad headings: 1) formal patterns, 2) activity 
patterns, and 3) climatic patterns. 5 Formal patterns are the 
most obvious means that architects have to relate their 
buildings to a certain locale. Their tools or aids are space, 
shape, scale, mass and proportion, pieces and details, and 
material, texture, and color. Regional patterns also play a 
part in the formal patterns. Activity patterns serve as a 
source of information -- containing actual observations about 
human behavior. They include circulation, individual behavior, 
and group behavior. Climatic patterns simply deal with regional 
climatic conditions and how they effect human behavior. 
Gulgonen describes three poles of topology that tend to 
coincide somewhat with Gaines' contextual concerns. 6 The 
first typology is described as the totality of the peculiarities 
which characterize a given moment of the architectural production 
of a society or a social class. The second typology is based 
on the spatial and formal characteristics of the type itself. 
The third typology is based on classifying buildings according 
to use and upon institutional characteristics. 
With so many elements qualifying as contextual components 
in architecture, how can an acceptable judgment be made by the 
student? Gaines describes three qualities that differentiate 
between substantial interpretations and merely applique. 
They are appropriateness, reinforcement or amplification, and 
ambience. 7 Appropriateness argues for selectivity while 
reinforcement stresses quantitative applications. 8 What is 
it then that establishes the essence of a place? Ambience 
contains the total of patterns surrounding and enhancing a 
central meaning -- the collection of images, symbols, and 
activities that shape our overall recognition and attitude. 
Gulgonen qualifies his typology that represents less an 
image of a thing to copy but rather an idea of ah element which 
can serve as principles. 9 The morphological formation of the 
context and the relationship to the building types which 
comprise the context were considered an essential problem. Thi 
typological and morphological theory constitute a necessary 
part of a student's intellectual and creative development. 
The main difference in these two articles, I feel, is on the 
issue of context effecting students' decision-making process. 
Gaines feels that contextual issues facilitates the students' 
decision-making processes. Gulgonen feels that the use of 
contextual influences can lead to a student simply composing 
predetermined parts. Gaines conceeds this point, but brings 
up a point that I agreed with strongly. He feels that the use 
of contextual issues can focus a student's efforts on essences 
instead of superficialities. I feel that using context as a 
design tool allows a student to deal with specific problems 
and reach stronger and more coherent solutions. 
F O O T N O T E S  
1 "Teaching a Contextual Architecture", by Merrill C. 
Gaines, pg. 21. 
2 Gaines, pg. 21. 
3 "Contextual Approaches to Typology at the Ecole des Beaux-
Arts", by Ahmat Gulgonen & Francois Laisney, pg. 26. 
4 Gulgonen, pg. 26. 
5 Gaines, pg. 22. 
6 Gulgonen, pg. 26. 
7 Gaines, pg. 22. 
8 Gulgonen, pg. 27. 
B I B L I O G R A P H Y  
Gaines, Merrill C., "Teaching a Contextual Architecture," 
Journal of Architectural Education, v.33, no. 3, 
Spring 1980, pg. 21 - 26. 
Gulgonen, Ahmat and Laisney, Francois, "Contextual Approaches 
to Typology at the Ecole des Beaux-Arts," Journal of 
Architectural Education, v. 35, no. 2, Winter 1982, 
pg. 26 - 28. 
ILLUSTRATIONS 
EKL 
1. The Curious Lore of Drugs and Medicines, pg. intro. 
2. History of Pharmacy, pg. 5. 
3. Ibid., pg. 31. 
4. Ibid., pg. 46. 
4a. The Curious Lore of Drugs and Medicines, pg. 47. 
5. The Squibb Ancient Pharmacy, pg. 6 
6. Ibid., pg. 16. 
7. Ibid., pg. intro. 
8. Ibid,, pg. 14. 
9. Ibid., pg. 12. 
10. The Curious Lore of Drugs and Medicines, pg. 69. 
11. Ibid., pg. 57. 
12. Ibid., pg. 77. 
13. Ibid., pg. 129. 
14. Ibid* pg. 111. 
15. Ibid., pg. 245. 
16. ML, pg. 392. 
17. Ibid-, pg. 436. 
18. History of Pharmacy, pg. 71. 
19. Ibid., pg. 294. 
20. IbisL Pg- 294. 
FOOTNOTES 
1. The Curious Lore of Drugs and Medicines (Four Thousand 
2. 
3. 
4. 
5. 
6. 
7. 
8. 
9. 
10. 
11.  
12. 
13. 
14. 
15. 
16. 
17. 
18. 
19. 
20. 
21. 
22. 
23. 
24. 
25. 
26. 
27. 
28. 
29. 
30. 
31. 
32. 
33. 
34. 
35. 
36. 
37. 
38. 
39. 
40. 
41. 
42. 
43. 
44. 
45. 
46. 
47. 
Years of Pharmacy 
IM<L 
Ibid, 
Ibid, 
Ibid. 
The Eternal Search: The Storv of Man and His Drugs 
The Curious Lore of Drugs and Medicines (Four Thousand 
Years of Pharmacy 
Ibid. 
Ibid. 
Ibid. 
Ibid. 
The Squibb Ancient Pharmacy 
Ibid. 
History of Pharmacy 
Ibid. 
Ibid, 
The Curious Lore of Drugs and Medicines (Four Thousand 
Years of Pharmacy 
History of Pharmacy 
The Curious Lore of Drugs and Medicines (Four Thousand 
Years of Pharmacy 
Ibid. 
Ibid. 
History of Pharmacy 
The Curious Lore of Drugs and Medicines (Four Thousand 
Years of Pharmacy 
History of Pharmacy 
"The New Yorker" 
History of Pharmacy 
Ibid. 
Independence Daily Reporter 
Ibid. 
Ibid. 
Ibid. 
Ibid. 
Ibid. 
Ibid, 
Ibid, 
History and Ecology: Study of the Grassland 
Ibid, 
ibid. 
IbicL 
Change and Tradition in the American Small Town 
Ibid. 
Ibid. 
The Small Town As An Art Object 
Change and Tradition in the American Small Town 
Ibid. 
Ibid. 
Ibid. 
48. Ibid. 
49. Hometown 
50. Ibid. 
51. ML 
52. Ibid. 
53. Change and Tradition in the American Small Town 
54. IM*L 
55. Ibid 
56. Ibid. 
57. The Small Town as an Art Object 
58. Change and Tradition in the American Small Town 
59. Ibid 
BIBLIOGRAPHY 
BOOKS 
Change and Tradition in the American Small Town, edited by 
Robert Craycroft & Michael Fazio, University Press of 
Mississippi, Jackson, 1983. 
The Curious Lore of Drugs and Medicines (Four Thousand Years of 
Pharmacy), by Charles H. LaWall, Ph.M., Phar.D., Sc.D., 
F.R.S.A., Garden City Publishing Co., Inc., Garden City, New 
York, 1927. 
Economic Development in South Central Kansas. by Richard 
Sheridan, School of Business - Bureau of Business Research, 
Lawrence, Kansas, March 1956. 
The Eternal Search: The Story of Man and His Drugs, by Richard 
R. Mathison, New York, Putnam, 1958. 
History and Ecology: Studies of the Grassland, by James C. Malin, 
edited by Robert P. Swierenga, University of Nebraska Press, 
Lincoln & London, 1984. 
History of Pharmacy, by Edward Kremers & George Urdang, J.B. 
Lippincott Company, Philadelphia, 1940. 
Hometown, by Sherwood Anderson, Alliance Book Corporation, New 
York, 1940. 
Local Climatological Survey with Comparitive Data. 1949, U.S. 
Department of Commerce, Charles Sawyer, Secretary, Weather 
Bureau, F.W. Reicheiderfer, Chief. 
The Picture Book of Symbols, by Ernst Lehner, New York, William 
Penn Publishing Corp., 1956. 
The Small Towns Book: Show Me the Wav to Go Home, by James 
& Carolyn Robertson, Anshor Press/Doubleday, Garden City, 
New York, 1978. 
The Squibb Ancient Pharmacy, prepared by George Urdang, Sc.D., in 
collaboration with F.W. Nitardy, Ph.C., E.R. Squibb & Sons, 
New York, 1940. 
Time Saver Standards for Building Types. Second Edition, edited by 
Joseph DeChiara & John Hancock Callender, McGraw-Hill Book 
Co., New York, 1980. 
MAGAZINES 
American Heritage, "The Soda Fountain, vol. VIII, no. 5, August 
1962. 
Architectural Record. "A Drugstore is Revitalized with Old-
Fashioned Elegance," vol. 169, No. 3, Mid-February, 1981. 
Architectural Record. "Modern Main Street Competitions - Problem 
A - A Drug Store," vol. 78, no. 4, October 1935. 
Architectural Record. "Pennsylvania Drug Company Store, New York 
City," vol. 72, August 1932. 
Architectural Review. "Chemists Shop, Karlsruhe, Germany," vol. 
152, July 1972. 
Domus. "Zentral Apotheke A Karlsruhe," no. 594, May 1979. 
Fortune. "A Long Way From Liggett's," vol. 1952, September 1955. 
Hobbies. "Apothecariana: The Mortar and Pestle," vol. 66, May 
1961. 
Hobbies. "To Gladden Travelers," vol. 57, July 1952. 
Independence Daily Reporter. "100 Year Anniversary Issue," 
September 13, 1981. 
The New Yorker. "The Talk of the Town," vol. 60, June 4, 1984. 
Oppositions. "Hiromi Fujii's Vision-Reversing Machine," no. 22, Fall 
1980. 
Progressive Architecture. "Double Crosses,: vol. 63, no. 9, 
September 1982. 
Progressive Architecture, vol. 61, no. 9, September 1980. 
Rotarian. vo. 78, January 1951. 
Saturday Evening Post. "Fantastic Pharmacy," by Pete Martin, vol. 
217, May 12, 1945. 
Saturday Evening Post. "What a Store!" vol. 219, June 7, 1947. 
Saturday Evening Post, vol. 228, January 7, 1956. 
Today's Health. "America's Historic Drug Store," vol. 39, February 
1961. 
Today's Health. "Watkin's Drug Store," vol. 31, August 1953. 
Zoning Codes: Independence. Kansas. Paul A. Sasse, City Manager. 

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