Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: TUESDAY, July 31, 1990                   TAG: 9007310345
SECTION: EDITORIAL                    PAGE: A-9   EDITION: METRO 
SOURCE: ANNA FARIELLO
DATELINE:                                 LENGTH: Medium

A&P BUILDING TESTIFIED TO ITS TIME

Everything from gas stations to radios was "streamlined" and imparted a feeling of speed, mimicking the aerodynamics of planes, trains and automobiles. The new style was unmistakably modern with a capital "M." It was soon adopted nationally, because its characteristics exemplified what was believed to be the American character: bold, individual, fast, technologically advanced.

With its low profile and rounded pediment, the former A&P building on the Roanoke City Market was classic in this regard. Its bold, red lettering announced its presence and the new attitude championing individualism. The red-and-cream-colored A&P was designed to stand out from the other brick facades lining what's now the City Market Historic District.

I followed the plan to demolish the old A&P building with dismay, hoping someone with authority would speak out in its behalf. That the demolition was officially approved by the city's Architectural Review Board was a further disappointment.

My naive assumption was that this, the authority responsible for protecting the integrity of historically significant buildings, would make an 11th-hour rescue.

Granted, many people would not consider the building to have had historic value: It did not possess the classical character of an imposing Jeffersonian structure. Nevertheless, it remained important. It was wholly American in character and exemplary of its period.

This early supermarket was Depression-era with an Art Deco flavor. It was testimony to its time, to an age when American Modernism was still a hopeful counterpoint to historic revivalism and European cultural domination.

No doubt many buildings were built in this style during the 1930s, '40s and '50s, with most of this detailing applied to common, commercial buildings. Official institutions intentionally recalled the traditionalism of the Continent and implied authority, strength and wisdom which comes with age. Visually, governmental architecture was heavy, to underscore the weight of its authority.

Because Modern architecture was applied to commercial rather than governmental buildings, many of these structures have been demolished. Once common, the Modern architecture of the A&P is now a rarity. One would have to travel far to see a Deco-inspired facade so typical of its time. I would venture a guess that there are only a handful building with a simliar facade in the entire state of Virginia. The A&P building was a truly rare American monument.

Regardless of the structure of the A&P and its rarity, consider too its setting, which was perfect from the vantage point of Market Square. It sat centered at the end of the block, clearly visible from the booths selling produce in the open air. Above it the Hotel Roanoke was another visible city landmark.

As one of the first "super" markets, the A&P enhanced the market concept of the area and represented the next evolutionary step linking farmer with consumer. Moreover, the low profile of the A&P building facilitated the open-air feeling of the outdoor market.

The Market Square development has so far been successful in Roanoke as it has in Boston, but it has not worked in Richmond and many cities wishing to revitalize their downtowns. Roanoke has managed to include an attractive mix of museums, fresh produce, art and antiques in the area. Individual proprietors prevail over the usual franchisees, and add to the feeling of uniqueness.

Market Square development has worked precisely because it has preserved the essential ingredients of American culture rather than attempting to duplicate an imaginary ideal. The A&P building was completely in character with Market Square and added visual interest to the area.

Today's seniors looked at the A&P and saw commonplace architecture; today's younger professionals saw a bit of American nostalgia. But to today's youngsters, the A&P building was an antique, a historic monument from "the old days," a building unlike anything they will see anywhere but in old movies.

We are not far from the next millennium, when early 20th century Modernism will take on historical significance that Beaux Arts is enjoying today. Let us wish that Roanoke would have preserved its shining example.