The ice cream cone
This is a classic example of programmatic architecture, which is just a fancy way of saying a building that is shaped like what it sells.
It was an ice cream stand called "The Big Cone" (owned by Jackson's Fancy Ice Cream) that was located in Los Angeles, California, during the late 1920s.
Why did they build it like this?
Back then, more people were starting to drive cars. Business owners wanted their shops to stand out to drivers passing by.
If you were driving down the street and saw a giant, 30-foot-tall ice cream cone, you knew exactly where to go for a snack without even reading a sign!
Fun Facts
• The Material: These buildings were often made of wood frames covered in plaster or stucco.
• The Trend: This "mimetic" style was super popular in Southern California. You could also find buildings shaped like giant hot dogs, coffee pots, or even owls.
• The Cone: If you look closely at the photo, the building even has the "waffle" texture on the outside to make it look like a real cone.
Most of these buildings are gone now, but they are a big part of American roadside history. Pretty cool, right?
I recently came across the fascinating story of The Big Cone, a standout example of programmatic architecture from the late 1920s in Los Angeles. The concept behind such designs was to create buildings that literally looked like the products they sold, making it easier for motorists to recognize their favorite spots without relying on traditional signs. This approach was especially clever at a time when cars were becoming more common, and businesses competed to capture the attention of drivers traveling on busy streets. Imagine cruising down a road and suddenly spotting a giant 30-foot ice cream cone—that's exactly what The Big Cone stand offered, instantly signaling where you could stop for a sweet treat. The construction techniques involved using wood frames covered with plaster or stucco, and the attention to detail was impressive—the waffle texture on the building’s surface mimicked a real ice cream cone perfectly. This style wasn’t unique to ice cream stands either; Southern California saw a variety of playful, mimetic buildings shaped like hot dogs, coffee pots, and even owls, contributing to a whimsical roadside experience. Though many of these architectural curiosities no longer exist, they remain a memorable part of American roadside history and reflect early 20th-century commercial ingenuity. For anyone interested in vintage architecture or unique roadside attractions, learning about The Big Cone and similar structures shows how creativity and marketing merged to serve a new generation of motorists while leaving behind an intriguing legacy.
