
1. The whole idea was to update the building, make it seem competitive and modern. Maintaining the original ornamentation wouldn't signal the desired excitement.
2. In the 20 years between initial construction and enlargement the entire building industry reoriented around new styles and new materials. The more traditional architectural treatments would have required a custom approach and therefore would have been much more expensive.
3. Advertising has changed, and the creation of large sign bands takes precedent over any "nostalgic" treatment. By extending the new storefront into and over the old portion the amount of advertising could be doubled to accomodate larger, more aggressive signage.
4. Many businesses in traditional commercial areas (Main Street) found that the space on the upper floors wasn't being utilized as intended. Living units above commercial spaces are generally less desirable than those on quiet streets. And despite the space added, it's still more expensive to build a two-story building. Expanding only the commercial space on the first floor is a reasonable solution.
Interestingly, the newer portions of the buildings were both from 1940s (as far as I can tell). Perhaps this was the last gasp of Art Deco and the first breath of 1950s Modern.
I'm on the lookout for more of these buildings which have expanded in interesting ways. I imagine putting together a booklet titled, "Messed Up Storefronts," although that might sound a bit prejudicial. So please email me if you know of any in your neighborhood.
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