111 City Lofts (LOOK Building)

Built 1917

Architects: Proudfoot Bird Rawson

Originally built for the Herring Motor Company as a “automotive department store”

There was a filling station on the corner and garage doors on the 10^th Street Side

Herring Motors was started by Clyde Herring who also served as Iowa 26^th Governor and US Senator.

Clyde maintained a private office in the building until 1933.

It was the sole provider of Ford automobiles in Iowa until the first World War

Herring Motor Company survived until 1952

The original façade was similar to 110 10^th Street

In 1944 LOOK magazine acquired the building and refaced it with green glazed brick. (LOOK ceased operation in 1972.)

In 2009 Verde Partners renovated the building into the current 111 City Lofts. Architect, Kevin White was the designer and is a managing partner of Verde

65 units with parking on the ground level.

Enclosed terraces where added to each loft.