The San Francisco call., 1910-05-22
FREDERICKS co.
Opens new Store
Business House Moves Into Con-
crete Building at Post and
Stockton Streets
Doors Are Open TO Public for
First Time Saturday
Evening

There was opened to the public at
o'clock last evening, housed in the
second largest reinforced concrete build
ing in the United States, a furniture
store that wen deserves title that
would better describe its seven great
floors Of rich draperies and hangings,
wonderfully woven rugs and carpets
and gracefully fashioned furniture In
this building, 12O by 1S6 feet, situated
at Post and Stockton streets in a COM
manding site directly across from Union
square. Joseph Fredericlxs & Co, a firm
that has been part of San Francisco S
business life for SO years, began again
its existence in the busy downtown dis
t~ict from which il was driven by the
nre TO a location an Ellis street near
Van Ness avenue.
IL is said that no furniture house in
the country displays more worthy
stock, shown in a more beautiful set
ting. From first floor 10 seventh there
is seen the best in the various lines
displayed, with the most modern ideas
in manufacture and display. Origi-
nality marks the complete showing. and
makes a visit TO the great business
house most interesting.
On the entrance floor is a display of
mahogany furniture for the library and
living room, combined with the "open
window" showing that takes the place
Of show windows in this modern
house. The floor is open from windows
back TO rear walls, and the show
window" effect is happily gained by
partitioning the space near the windows
from the main portion of the floor
through the use of draperies.
This floor is finished in solid ma
hOgany, and the floor is of quarter
sawed oak.
The draperies and a complete line
Of wall papers, some of them suita BILE
and especially designed TO conform with
the most expensive styles of interior
decorating, are placed on the second
floor. Near the windows are placed
the brass and iron beds, so that they
may be seen from the street
On the third floor, which is devoted
entirely 70 carpets and rugs, both do
mestic and oriental, there is a rug
rack that commands attention. Upon
this monster display device rugs Is
feet square are suspended, so that they
can be examined and the rugs turned
like the leaves Of a book.
Bedroom furniture, in odd pieces and
complete suites, nils the fourth floor.
where pieces Of mahogany, maple, oa k
and circassian imported walnut may be
seen. The furniture is in all woods
and styles.
Furniture for private dining rooms
and for cafes and hotels fills the fifth
floor. Tables. sideboards, chairs and
buffets are displayed with Austrian
bentwood Vienna furniture for the ho-
tells and cafes.
Upholstered furniture for the library,
living room and parlor is shown in the
sixth floor. The most expensive and
elaborate colonial pieces manufactured
IN the United States are on display
there with English morocco upholstered
easy chairs. shown for the first time in
complete line in this city. Each piece
is a direct copy Of the famous Birch
make Of London.
Old mission furniture in a very com
plete line, with a full and elaborate
line Of mission wall, table and ceiling
lamps fills the seventh floor, with a
complete showing of Office furniture in
all woods and finishes
Throughout the building the lighting
is unequaled, both at day or night.
on each floor there is a large work
room, so that no hammering, no dirt
or noise detracts from the beauty OF
the main floors.