In this photo, we’re treated to a view looking east along Wilshire Boulevard. The intersection in the middle is Fairfax Ave, which means the northeast corner where the billboard (for Newmark’s Mountain Grown Coffee) is the future site of the iconic May Company department store building. The white building on the northwest corner will become
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As intriguing as the Newmark’s Mountain Grown Coffee sign is, what intrigues me more is the billboard for the cruise ship to Hawaii a little further east on Wilshire.
It’s for the LASSCO (Los Angeles Steamship Company) service to Hawaii.
https://www.cruiselinehistory.com/hollywood-to-honolulu-filming-aboard-the-ss-calawaii-in-1932/
Does anyone know what the walled structure behind the Mountain Growth Coffee sign is?
I wondered about that walled structure too. I don’t recall seeing it in other photos of the era. And it doesn’t look too permanent, if you ask me.