Rex Cole Showroom, interior, 1931.

The Grand Concourse is one of the most important avenues in the Bronx. Designed by Louis Aloys Risse, an immigrant from Lorraine, France, who had previously worked for the New York Central Railroad. Risse was appointed chief topographical engineer for the city in the 1890s. Many of the buildings along the Concourse were designed in the Art Deco style, creating a semi-consistent visual along the broad boulevard. Visit the past via the Grand Concourse. Discover the stunning architecture from civic monuments to Art Deco apartment houses to grand municipal structures.

Rex Cole Showroom, 1931. Rex Cole was a local tri-state area appliance store in the early to mid 20th century. The man himself was a lamp manufacturer, who in the 1920s became associated with General Electric, and was chosen as the main retailer of GE's new white enamel Monitor Top refrigerators. By the 1930s, more than 15 Rex Cole showrooms dotted the city and surrounding areas and Cole was making a reported $15 million a year in appliances. This Art Deco inspired store (along with other all over the city) was designed by famed Deco architect Raymond Hood. Hood is best known as the senior designer of Rockefeller Center and architect of McGraw-Hill Building on 42nd Street. The Hood-designed showrooms were impressive and perfect for the marketing of shiny new appliances; here he created a two-story-high central window to display the wares. Despite the quick success of the Rex Cole stores in the early 1930s, Cole was forced to file for bankruptcy in 1935. He closed a number of stores as a result, and the few that remained survived only until the mid 1950s.