83-years-ago, the San Fernando Valley was an all together different place than today.
Rural and urban, it was dotted with Spanish style gas stations, grocery stores, small houses; orange and walnut groves, neatly designed and well-kept businesses, with swept curbs and gracefully articulated architecture. Store signs were designed to fit into architecture and each letter and every proportion was sensitive to the greater architectural whole.
Photographer Dick Whittington worked this region back then, and his images are kept, for posterity, in the archives of USC.
Heartbreaking it is to see what has become of the corner of Lankershim and Victory today, a grotesque piling together of cheap plastic sprawl and indifferent commerce, junk food and junk culture. Even without looking, people know the location Lankershim and Victory is synonymous with ugly. Guns, crime, speeding, littering, illegal everything…that is what it is today.
What started out with great promise, California, is now ready for the apocalypse.
“The “Dick” Whittington Studio was the largest and finest photography studio in the Los Angeles area from 1924 to 1987. Specializing in commercial photography, the Whittington Studio took photographs for nearly every major business and organization in Los Angeles; in so doing, they documented the growth and commercial development of Los Angeles. Clients included Max Factor, the Broadway, Bullock’s, and May Co. department stores, the California Fruit Growers Association, Signal Oil, Shell Oil, Union Oil, Van de Kamp’s bakeries, Forest Lawn, Sparkletts Water, CBS, Don Lee Television, Goodyear Tire and Rubber, real estate developers, construction companies, automobile, aircraft, and railroad companies, and drive-in theaters. Another notable client was the University of Southern California, which contracted with the Whittington Studios for coverage of athletic and other events. The collection consists primarily of roughly 500,000 negatives; the rest are photoprints.”