Property Record
301-309 N WATER ST
Architecture and History Inventory
| Historic Name: | GOLL AND FRANK CO. |
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| Other Name: | Great Lakes Futon |
| Contributing: | Yes |
| Reference Number: | 41667 |
| Location (Address): | 301-309 N WATER ST |
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| County: | Milwaukee |
| City: | Milwaukee |
| Township/Village: | |
| Unincorporated Community: | |
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| Year Built: | 1896 |
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| Additions: | |
| Survey Date: | 2000 |
| Historic Use: | warehouse |
| Architectural Style: | Romanesque Revival |
| Structural System: | |
| Wall Material: | Brick |
| Architect: | FERRY AND CLAS |
| Other Buildings On Site: | |
| Demolished?: | No |
| Demolished Date: |
| National/State Register Listing Name: | Historic Third Ward District |
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| National Register Listing Date: | 3/8/1984 |
| State Register Listing Date: | 1/1/1989 |
| National Register Multiple Property Name: |
| Additional Information: | This seven-story, orange brick, loft constructed building features a grand exterior entrance composed of Bedford stone with three round arches separated by paired Ionic columns. The second story has striped brick and paired double-hung windows. The next four stories are separated by pilasters which are capped by round arches. The seventh story has a stripped classical style with grouped windows and a terra cotta trim. A two-story penthouse rises above the south facade. The main cornice was removed. This building is an example of an excellent Renaissance design with hints of Schinkelesque classicism. HISTORICAL BACKGROUND AND SIGNIFICANCE: Goll & Frank Co. was established in 1852 by two young German men. By 1882 it had grown to conduct a regional midwestern trade with 35 employees in Milwaukee and nine traveling salesmen. It was the oldest jobbing house in the city. They located on this site in 1864 and built a large new house here in 1882. Although they suffered only from smoke and water damage in the 1892 fire, they replaced their four-story structure with this twice-larger, impressive, seven story building in 1896. Between 1922 and 1938 the firm dissolved into two with Goll retaining the dry goods portion of the business and Frank the notions portion. |
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| Bibliographic References: | A. Building permit. B. Historic Third Ward Walking Tour, Historic Third Ward Association, 1998. Milwaukee City Directories, 1896-1918. Historic Third Ward Historic Walking Tour, Historic Third Ward Association, 2009. |
| Wisconsin Architecture and History Inventory, State Historic Preservation Office, Wisconsin Historical Society, Madison, Wisconsin |