Los Angeles herald., 1910-09-20
BRILLIANT IDEAS
ABOUND IN STORE
Seven Stories of Latest Furni-
ture Conceptions Shown by
California Company

Beauty and brllliancy marked the
formal opening of the new seven-story
store of the California furniture COM
pany, 644 and GAG South Broadway,
yesterday. Works of art were artis-
tically arranged in the front part of
the store; there were beautiful floral
decorationsLone a huge horseshoe
made of flowers and typifying the good
luck sentiment of friends, and in the
evening the elaborate lighting system
in the store, with rows of white lights
along the edge of the mezzanine floor,
made the interior unusually brilliant.
From the first to the top floor are
everywhere evidences of the greatest
care in the selection of furniture that
will please all classes of purchasers.
A. H. Voigt, president and general
manager Of the company, attends to
all the purchasing of the furniture and
the classification of the stock. The
furnishings are in every conceivable
style to accommodate the purchasers
all the way from the Washingtonian
and Jeffersonian styles to the most
modern-everything to make a home
of a house.
A special department is devoted to
making or changing to order all kinds
of furniture to suit the purchaser. All
conditions of furnishing a house are
complete for selection as soon as the
plans of he architect are furnished,
thus allowing the prospective home
maker to purchase furniture to con-
form with the style of the home to be
built, allowing both the changing of
the furniture and the architectural
drawings to complete the general har-
mony of the home. This is an innova-
tion that appeals to both the wealthy
and the less pretentious householders.
SEVEN FLOORS ARE FILLED
The building, with q floor surface of
$4,000 square feet, Is fire-proof, ad-
admirably lighted in all parts and well
ventilated and is one of the most con-
venient and restful establishments for
the patrons on the Pacific coast. The
color scheme is that shade of green
that reflects the restfulness of the
light of the first floor. This floor is
suggestive of the furnishings of this
and all the other six floors and the
basement.
The mezzanine floor is devoted to
the offices OF the company, which are
both admirably situated for the trans
action of business and beautifully fur
nished.
The second floor is given over to
carpets, rugs, wall paper and drap-
cry. The special lights rejecting on
the carpets as they are turned on
frames, make a spectacle of much in
terest, giving the true color desired.
The third floor contains the library
and living room furnishings. The great
variety includes the reproduction of
Hepplewhite, Chippendale, Adam Broth
ers. American colonial and other styles,
constituting about thirty different pat
terms of solid mahogany.
The fourth floor Is fitted UP with
bedroom furnishings, with grand old
colonial, French and English styles to
suit the most fastidious
The fifth floor abounds in a great
variety of dining room furniture. Por-
tions of these furnishing can be made
or changed to order to match other
furniture.
The sixth floor is devoted to a vast
majority of office desks and chairs to
suit the financial conditions of the
purchaser.
The seventh and top floor contains
the shops for conducting drapery up
holstering and cabinet work. Seventy
people, experts in the various lines,
are employed in these shops.
The basement is utilized for porch
and summer furniture, including reed,
willow and crex, completing an entire
building devoted to the most up-to-date
methods of offering the best grade of
house furnishings.
-
Little boy-I want q dose OF castor
oil.
Druggist-Do you want the kind you