Howard Motor Company Building, historic automobile showroom located at 1285 E. Colorado Boulevard in Pasadena, California
The Howard Motor Company Building is a two-story commercial structure in Pasadena built in 1927 and originally served for selling and servicing automobiles. The facade features a large elliptical arched entrance with display windows, ornamental stone details, chamfered corners, and a decorative frieze with rosettes and medallions in Spanish Colonial Revival style.
The building was constructed in 1927 when the Howard Motor Company, a Buick distributor with locations in other California cities, relocated to Pasadena. In 1938 the company moved to another location, and the building was subsequently used by various auto dealers including Packard and later foreign brands such as Alfa Romeo and Volvo.
The building stands on Colorado Boulevard, a street that became the center of auto dealership activity in Pasadena during the 1920s. Its elaborate facade reflects how car dealers of that era used impressive architecture to attract customers and display their status.
The building is not open to the public today but can be viewed from the public street, displaying its original architectural details. You get the best view of the facade and ornaments by walking along Colorado Boulevard and pausing to observe the arched entrance and stonework.
The building was partly designed to resemble an automobile radiator grill with its large arched front to impress potential buyers. This unusual design choice shows how car dealers in the 1920s used their buildings as marketing tools.
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