Rosenberg's Department Store, historic building in Santa Rosa, California
Rosenberg's Department Store is a 1937 building in downtown Santa Rosa designed in the Streamline Moderne style. The structure features smooth lines, curved forms, and large windows that flood the interior with natural light, along with high ceilings and an upper level with decorative columns inspired by Egyptian design.
Max Rosenberg started the business in 1896 as a small clothing store called The Red Front, which was rebuilt after the 1906 earthquake. A major fire destroyed the larger store in 1936, but the family quickly constructed a new building in the modern Streamline style, completed in 1937.
The store was the heart of shopping in Santa Rosa for nearly fifty years and shaped the city's daily life. People came from all around, and the place carried personal memories and everyday moments that locals still recall today.
The building sits in downtown Santa Rosa at the intersection of Fourth and D Streets and is easy to reach on foot. The ground floor and upper level offer plenty of space to explore, with large windows and high ceilings making it pleasant to walk through the spaces.
The building was featured at the 1939 San Francisco World's Fair as an example of futuristic architecture. Originally it had a tall tower with green lights visible from miles away at night, making it a landmark that defined the city's skyline.
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