Property Record
416 W 2ND ST
Architecture and History Inventory
| Historic Name: | PAULUS BROS ICE CREAM PARLOR (A) |
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| Other Name: | THE VOGUE |
| Contributing: | Yes |
| Reference Number: | 899 |
| Location (Address): | 416 W 2ND ST |
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| County: | Ashland |
| City: | Ashland |
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| Year Built: | 1920 |
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| Additions: | |
| Survey Date: | 1983 |
| Historic Use: | small retail building |
| Architectural Style: | Art Deco |
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| Wall Material: | Cararra Glass |
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| Other Buildings On Site: | |
| Demolished?: | No |
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| National/State Register Listing Name: | West Second Street Historic District |
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| National Register Listing Date: | 2/2/1984 |
| State Register Listing Date: | 1/1/1989 |
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| Additional Information: | SUPERB CARARRA GLASS FACADE WITH GEOMETRIC ORNAMENTSEE ISF [Date Cnst:CA (A)] DESCRIPTION: This one-story storefront of polished black Carrara glass and tan geometric ornament is considered pivotal for the integrity of its Art-Deco style facade, installed in ca. 1920. The Paulos brothers operdated a confectionary and ice cream parlor herre in the early 1920's, and after that the store has served as a women's clothing store. Together with the Bay Theater, this unaltered facade represents the finest Art Deco Style facade remaining intact in Ashland's commercial center. SIGNIFICANCE: Formerly an ice cream parlor and for many years a woman's fashion store, the Vogue is considered pivotal for its architectural integrity and is significant as the best surviving example of an Art Deco style facade made of Carrara glass. The geometrically ornamented front was installed ca. 1920 and thus contrasts with the adjacent G.E. Carlson building of the same period. Such stylistic variety attests to the diversity of an active business district which was witnessing yet another period of commercial optimison in the 1920s. ADDENDUM TO THE HISTORICAL BACKGROUND: Originally Paulus' Confectionary, the building at 416 West Second Street was a popular ice cream parlor, candy shop, and restaurant. By the mid-1930s (c. 1937), the store was bought by Goldberg's women's apparel shop and was known as Goldberg's Style Shop. In 1940, Mr. Goldberg died, and the shop was managed by his wife until th late 1940s whenit was bought by Maurice Tobias and was renamed the Vogue. In the 1950s, the shop was bought by the current owner, a life-long Ashland resident who recalls the current store front being in place during the 1920s. Information compiled from Ashland City Directories and from an interview of Mary Powaser by Jane Tolliver, December 28, 1973. |
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| Bibliographic References: |
| Wisconsin Architecture and History Inventory, State Historic Preservation Office, Wisconsin Historical Society, Madison, Wisconsin |