Rhodes Motor Co Pty Ltd showroom, offices 349, also 347, and Cassells Tailors Pty Ltd (341-343) also Raftopoulos Excel Café (345), 341-345 Elizabeth Street, Melbourne
Butler, Graeme1985
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Title:
Rhodes Motor Co Pty Ltd showroom, offices 349, also 347, and Cassells Tailors Pty Ltd (341-343) also Raftopoulos Excel Café (345), 341-345 Elizabeth Street, Melbourne
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Date of work:
1985
Reference number:
BIF-CITY 103212 103213 103214
Level of description:
Item from Collection: Heritage Collection (HC)
Type of materials:
Graphic materialsTextual material
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Series: Central City (BIF-CITY)
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UnrestrictedOpen access.
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UnrestrictedPlease contact City of Melbourne Libraries about obtaining permission to reproduce images.
General notes:
RESEARCH ADDED BY GRAEME BUTLER 2022:__________________________________________________Style: Neo-GrecPeriod: Inter-WarASSOCIATIONS: Cassells Tailors Pty Ltd or Cassells & Company;DESIGNER: Plottel, J;BUILDER: Brady, H JConstruction dates: 1928 (349-351), 1923 (341-345), 1923 (347)Materials: Reinforced concrete, stucco.ASSOCIATED RESEARCH ADDED BY GRAEME BUTLER:.CONTEXT (WITH GJM HERITAGE) 2020, HODDLE GRID HERITAGE REVIEWWhat is significant?341-345 Elizabeth Street, Melbourne, a three-storey warehouse built in 1923.Elements that contribute to the significance of the place include (but are not limited to):• The building’s original building form and scale;• The original pattern of fenestration and decorative elements including decorative pilaster capitals;• The external wall surfaces of painted cement render; and• The original multi-pane steel framed windows to the upper floors.Later alterations made to the street level facade, including the shop fronts and awning, are not significant.How it is significant?341-345 Elizabeth Street, Melbourne, is of local historical and representative significance to the City of Melbourne.Why it is significant?The building at 341-345 Elizabeth Street, Melbourne, constructed in 1923 for Cassells Tailors Pty Ltd, is historically significant for the evidence it provides of the 1920s boom period in manufacturing. At this time, industrial workshops and small factories increasingly took over the northwest area of the city as manufacturing led Melbourne’s recovery from the economic depression of the late 1920s-early 1930s.(Criterion A)341-345 Elizabeth Street is architecturally significant as a modestly scaled, but highly intact early example of the interwar Chicagoesque style that characterised the early phase of this new wave of development. The use of reinforced concrete structural frames allowed these buildings to be constructed with larger windows and more open floor areas, than earlier load bearing building systems, and provided flexibility for external articulation and decoration. The building exhibits many of the main characteristics of the style, such as a strong vertical emphasis resulting from projecting pilasters, topped with simple capitals and stylised garland detailing, terminating in a parapet and substantial dentilled cornice. As an early, finely detailed example of the Chicagoesque style, the building demonstrates some detailing derived from classical motifs. (Criterion D)Primary sourceHoddle Grid Heritage Review (Context & GJM Heritage, 2020).GRAEME BUTLER 1985 MELBOURNE CENTRAL ACTIVITIES DISTRICT CONSERVATION STUDYBUILDING IDENTIFICATION FORM cites 82- Yuncken Freeman Architects P/L 1976.. Historic Buildings Preservation Council Melbourne CBD Study Area 5,p25,23, 29.YUNCKEN FREEMAN ARCHITECTS P/L 1976.. HISTORIC BUILDINGS PRESERVATION COUNCIL MELBOURNE CBD STUDY AREA 5 (source 82)Date 1929 from rate books..341-345 Catholic and Central Library (sic)date 1/6/1923new shopfront 1923 - `of no historical importance' - HISTORIC BUILDINGS PRESERVATION COUNCIL registration `unjustifiable'.CITY OF MELBOURNE BUILDING PERMIT APPLICATIONS349 Elizabeth Streethttps://www.ancestry.com.au/imageviewer/collections/60672/images/44777_349573-003741923 Re-establishing party wall to 349-351, then minor works(351 Elizabeth Street1923 March 5015 ₤2800 Reinforced concrete shop, factory 3531926 Nov 9088 ₤30,000 erection of new premises1927 Dec new shopfront etc).NEWSPAPERS (TROVE)The Herald (Melbourne, Vic. : 1861 - 1954)Monday 20 July 1925 - Page 12https://trove.nla.gov.au/newspaper/article/244043675MOTOR TRADE PROGRESS Effect of Recent Changes...The Rhodes Motor Co. has moved to its new three-story premises in Elizabeth street, while one of the latest changes has been the formation of the All-British Motor Co. Pty. Ltd., which occupies newly-appointed showrooms at the premises in Russell street, vacated by Rhodes Motors.The Argus (Melbourne, Vic. : 1848 - 1957)Thursday 17 October 1929 - Page 14https://trove.nla.gov.au/newspaper/article/4044042Supercharged Triumph CarThe new super-charged Triumph motor-car which is on view at the showrooms of Rhodes Motor Co. Pty. Ltd., 349 Elizabeth-street has been given a short run along Dudley street, and a speed of 72 miles an hour was attained in top gear, and no little difficulty was experienced at getting 60 miles an hour on Second gear. '.DIRECTORIES OF VICTORIA, MELBOURNE-SANDS AND KENNY, SANDS & MCDOUGALL1930349 Rhodes Motor Co Pty Ltd, motor cars
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Research and reports
Record number:
1204637
| Type | Reference No. | Extent | Status/Desc |
|---|---|---|---|
| Original | 103212 103213 103214 | 1 JPEG : 291 KB ; A4 | Single Item (May not be issued, may not be reproduced) |