Wadham's Oil and Grease Company
Wadham's Oil and Grease Company of Milwaukee was a chain of filling and service stations that operated in the early 20th century. Early gas stations were small, ugly or utilitarian buildings that attracted little notice and even complaints from neighbors. Dodge hired Milwaukee architect Alexander C. Eschweiler to design eye-catching stations. Inspired by Japanese culture, which was popular at the turn of the century, he created Wadham's signature pagoda. As well as a prime example of Japonism, the design was one of the earlier examples of architecture forging a brand identity.
architecture
