Golden through the Ages

Heritage buildings in Winnipeg have often lived many lives, serving many purposes for many people. While some tend to fall into obscurity, left empty for decades as their structure and history deteriorate, others continue to have a significant hold on their community. The property located at 394 Academy is one such building, an architectural icon teeming with generations of memories. Its unique silhouette has become a symbol of the River Heights skyline, standing apart from its contemporaries with its unforgettable flare, while its interior has shifted with the changing times.

Uptown Lofts at 394 Academy Road. Source: Heritage Winnipeg

A portal to another world, a family tradition, a legacy, a home. How can one place be so many things to so many people? To answer this question, let’s take a journey through the 94-year history of the building now known as Uptown Lofts.

Rising to Stardom: The Uptown Theatre

In the first few decades of the 20th century, the rise of motion pictures changed the world. For a small fee, everyday people could be transported to another place, receive news from across the ocean, and experience life-changing stories all from their neighbourhood.
In Winnipeg, moving pictures were rapidly taking over the entertainment industry. Among the businessmen taking advantage of this trend was Jack Miles of Allied Amusements Ltd. Miles opened a chain of neighbourhood theatres across the city that included the Palace at 501 Selkirk Avenue (originally a vaudeville theatre, purchased and converted to movie theatre by Miles), the Plaza at 104 Marion Street (demolished), the Rose at 799 Sargent Avenue, the Roxy at 385 Henderson Highway, and the Uptown Theatre at 394 Academy Road.

Each of Miles’ Winnipeg theatres was designed by well-known Architect Max Zev Blankstein. For the first four of the chain, Blankstein used a similar style of flat, red-brick façades in a Spanish Moorish fashion. The Uptown Theatre, however, received a unique look that remains iconic to this day.

1931 photo showing the newly-built Uptown Theatre. Source: Heritage Winnipeg Resource Centre

The exterior of the Uptown Theatre is similar to that of a palace, with off-white stucco, bright yellow accents, and a pair of matching turrets. Unique window shapes and faux-balconies contribute to the sense of luxury conveyed by the large facade.

Original façades in the Uptown Theatre. Source: Heritage Winnipeg Resource Centre

Inside, the theatre was several times as magical. The “atmospheric theatre” style applied by Blankstein was meant to make it feel as though you were watching the film outdoors. The walls were lined with flat façades of Spanish-style buildings to create the feeling of a town square. Above, a dark blue ceiling was adorned with twinkling stars and lit with projections of clouds.
The theatre opened in 1931, surrounded by excitement from the public. Originally, Miles meant for the building to seat only 800 but the capacity grew to 1200 when the neighbouring lot was purchased to create a larger building. The expectations were set high, as Miles promised to build the “largest and finest neighbourhood theatre” in Canada. By the end, the building cost had tripled from the original plan, a shocking growth considering the financial instability of the early 1930s.

The Uptown Theatre opened on December 24th, 1931, and soon became a hit. The building became one of Blankstein’s most recognized works, and, coincidentally, his last. Max Zev Blankstein passed away on December 31st, 1931, exactly one week after the grand opening of the Uptown Theatre.

Film Rolling becomes Pin Bowling: the 1960s

By the 1960s, smaller neighbourhood theatres were struggling to compete with larger chains that boasted first-run films and lower prices. This led many to pivot to other forms of entertainment. Allied Amusements chose to convert the Roxy Theatre and the Uptown Theatre into bowling alleys. Unfortunately, this meant that the unique interior of 394 Academy was demolished in four short months to make way for its next era: Uptown Alleys.

Uptown Theatre in the 1960s during the demolition of the historic interior, Source: Heritage Winnipeg Resource Centre.

This next chapter is one that many Winnipeggers remember fondly as memories are often recalled of birthday parties and special occasions at Uptown Alleys, which was lovingly run by the Britton family starting in the 1970s.

Spared from the Gutter: the 1980s

A leaflet was distributed around 1985/86, urging the heritage community to oppose the demolition of the historic Uptown Theatre. Source: Heritage Winnipeg Resource Centre.

The 1980s brought further threats to this historic building. David Miles, descendant of Jack Miles, had inherited the Alleys and in 1986, applied for permission to demolish the building, planning to replace it with a modern strip mall. Thankfully, community members opposed this demolition, stressing the historical significance of this building, which led to its designation as a Grade III Historic Structure on the City of Winnipeg’s List of Historical Resources. Miles settled for a two-story addition adjacent to the original building.

Sketch of proposed addition to 394 Academy Road c. 1980s. Source: Heritage Winnipeg Resource Centre.

In 1989, the building was purchased by Globe Capital Management and for several decades, the Britton family continued to manage the business. Much to the dismay of the community, the Brittons announced the closure of the Academy location in 2017. They moved their business to a larger space at 1301 St. Matthews Avenue, continuing their legacy as an iconic Winnipeg amusement centre.

Framing the Future: the 2020s

The question arose once again: what would become of 394 Academy Road? For the next chapter, Globe worked with Landmark Planning & Design Inc., Concord Projects and Nejmark Architect to convert the historic structure into mixed-use residential, commercial and office space. The plan involved 23 residential units, four office spaces, and two retail spaces. The luxury residential units varied in size, layout, and price. The project received recognition in 2022 with a Heritage Winnipeg Preservation Award.

Nejmark Architect receiving their award for Uptown Lofts at the 2022 Heritage Winnipeg Annual Preservation Awards. Source: Heritage Winnipeg.

Globe Capital Management receiving their award for Uptown Lofts at the 2022 Heritage Winnipeg Annual Preservation Awards. Source: Heritage Winnipeg.

Checking in with Globe Management

A few years after receiving a Preservation Award for their work with Uptown Lofts, we reached out to Globe Management and asked if they would share a reflection on the project and the impact it has had since.

“Globe Property Management is proud to have had the property at 394 Academy Road in our portfolio for over 35 years.
The shared significance of the property to us and tenants is two-fold: the property is a historical Winnipeg landmark and we all have memories of spending time at the property when it was Uptown Lanes. There’s a certain pride in living at such a historically notable address and there exists a nostalgia in occupying its walls.”

A kitchen and living area in a suite at Uptown Lofts. Source: Globe Capital Management.

“An additional significance for Globe is the privilege to have ushered the property through its various stages into what has been its auspicious rebirth as a mixed-use building. We’re very proud of how everything has turned out.”

A master bedroom in a suite at Uptown Lofts. Source: Globe Capital Management.

“The building is a milestone for the River Heights community. It’s a beautiful property with an unmissable façade and the ornate rooftop domes serve as something of a beacon for the neighbourhood. Any long-term Winnipeg resident knows exactly where they are when they see the property, of course, bringing to mind the memories but also the greatest attributes of River Heights itself. Like the picturesque, endlessly walkable streets, the buzz of the Academy strip, and the relaxed feeling the area exudes…except when you’re trying to turn left.”

A digitally staged master bedroom in a suite at Uptown Lofts. Source: Globe Capital Management.

A digitally staged living area in a suite at Uptown Lofts. Source: Globe Capital Management.

A living and kitchen area in a suite at Uptown Lofts. Source: Globe Capital Management.

A digitally staged living and kitchen area in a suite at Uptown Lofts. Source: Globe Capital Management.

“The retail stores that occupy the property’s ground level are a perfect fit for Uptown. Both sell clothing, although they are anything but typical clothing stores. One sells beautiful, unique fashions and accessories, aligning with the property’s very essence. The other offers luxury consignment clothing and accessories, reflecting the nature of the high-end suites on the floors above, but also the property’s new life. Residents seeking to restock their closets have quick access to the opportunity to do so, and the stores are just the latest, greatest addition to the Academy Road business community.

Overall, we could not be more pleased with how the redevelopment of 394 Academy Road / Uptown Lofts has turned out. It remains an absolute gem in our portfolio and will be for decades to come.”

The addition of the two retail stores on the main level is a key component of the building’s story, as once again, the general public is invited to walk through the front doors of the unique building. Heritage Winnipeg staff had the opportunity to do just that, as well as a chance to sit down and talk with one of the owners of the building’s newest retail store.

The entrance to So Over It, 394 Academy’s newest retail tenant. Source: Heritage Winnipeg.

An Interview with Rachel Solomon

So Over It, a Luxury Consignment store, moved into this historic building earlier this year. The business is in its 8th year and has grown substantially, with its two co-owners still active in day-to-day operations.

“We do luxury resale, which is the sale of pre-loved luxury pieces, ranging from those well known designers… all the way down to some more contemporary pieces that you would find [online] from emerging designers who are just making their mark in the industry. Really, the whole thing is the foundation of sustainability. That is the foundation of our whole business, it is what we stay true to on a daily basis and in every single thing we do … contributing to the fashion sustainability model.”

Textile recycling station at So Over It. Source: Heritage Winnipeg

“…we’re very much urging people to repurpose items, to buy less, to buy things that will last. We have a textile recycling bin here that we have… just a way for people to know that they’re recycling 100% sustainably. You just don’t know that when you go to these other thrift stores that are all over the world and are heavily saturated. We can guarantee 100% contact.”

While there were many things about So Over It’s former location on Corydon Avenue that worked for them, the building was not big enough to contain the rapid growth of the business.

A display of second-hand luxury items at So Over It. Source: Heritage Winnipeg

“The consignment portion, which is just one half of our business, is the foundation that we need to be super strong and well-oiled, and so to accommodate that growth and more incoming items, more team members, we needed a larger back-end facility. The goal was to find a space that could accommodate product with the front of house, but also our back, we’ve chosen to be even larger so that we don’t outgrow that back-end administrative side.”

For Solomon, Uptown Lofts wasn’t just a good fit because of its size. Her connection to the area and the significance of the building played a major role in the decision.

“I grew up in River Heights, so to me [Uptown Lofts] has just been a landmark that is just so familiar and I have a lot of memories myself in here, so seeing that there was commercial space available was super intriguing to us.”

The foyer of Uptown Lofts, in which character defining elements of the original building were preserved. Source: Heritage Winnipeg

“I love the way that they maintained the foyer. When you come into this building, you still feel like ‘Okay, this used to be the bowling lanes’, I love that they maintained that character. We just feel so lucky to be in a heritage building, and there really is a lot of care from the team, that runs this building, Globe Management. They take a lot of pride in the preservation, which we love, and it’s sustainable. We’re maintaining a building that’s been around for close to 100 years, and we feel lucky to be on Academy.”

A close-up of details on the exterior of Uptown Lofts. Source: Heritage Winnipeg.

Another important component for So Over It is the buildings that surround Uptown Lofts, and the businesses inside.

“We’re aligned with so many people in this strip. It makes you even more so want to support local. You can get everything you need in one strip of a street, and so to me, that is always the mindset I have, and that’s the likemindedness of our clientele as well. If they’re popping into G.J. Andrews at the end of the night to get some things for dinner, they might also be stopping in here.

It becomes a little shopping destination here with Beyond the Alley next door. I will always be a believer in the more the merrier, because creating a shopping destination in Winnipeg and walkability is so rare. I can’t wait for the summer and the seasons to change, because to be able to park and then to walk through a few boutiques at once is always so great for Winnipeg.”

Second-hand luxury items on display at So Over It. Source: Heritage Winnipeg

This sense of community is important to Solomon and co-owner Jordan Blair, and it is not something they take for granted. Within their first month in their new location, the team hosted a networking event with the business owners in the neighbourhood. Their goal was not only to introduce themselves but to provide others with the opportunity to make connections. Solomon and Blair like to keep things local, hiring businesses like Sobr Market (390 Academy) and Pizzeria Gusto (404 Academy) for special events, and taking their designer wares to places like The Leather Patch (415 Academy) for maintenance. Additionally, they open up their doors to local businesses that may not have access to brick-and-mortar shops.

“We’re huge on hosting pop-ups for other vendors in the city that don’t have the ability to showcase their products or their services. We are just a lot about sustainability, community, supporting other people’s small business, especially women in business.”

Solomon and Blair are set out to create a unique shopping experience, one that certainly benefits from the character provided by the building’s architecture.

A unique window, original to the building, at the front of So Over It. Source: Heritage Winnipeg

“We really are set up to be this beautiful, experiential store. There is nothing like it in Winnipeg, really, because we’ve chosen to strategize the way that old school boutiques used to be in a modern-day way, and showcasing the product in a way that makes it look new and fresh.”

“It’s bright and airy and we get the two historic windows at the front that are peaking into our space, which is so special. I love being able to look up and see those unique-shaped windows, and just that is a reminder in itself of what this building used to be and the memories and connections that anyone would have to it.”

Uptown Lofts and So Over It share a common goal: taking something old and beautiful and ensuring it lives on for the next generation. This has resulted in a harmonious relationship that combines luxury, sustainability, and community.

“Growing up in River Heights, I feel proud to be in a heritage building. It comes up a lot in conversation, because whether someone’s experience was bowling, or it was the theatre, someone has some connection to this space, or someone lives here, or someone has a business upstairs, I just feel like it’s this common ground for people and it’s such a beautiful building in itself. I love the way that they chose to maintain the front of it so that it was still recognizable to the public, and I hope that more developers in Winnipeg would choose to maintain spaces and not just rip them down and build something modern that might not be sustainable, that might not last the same way something with those old school roots might.”

More than a Passing Fad: The Lasting Legacy of 394 Academy Road

At Heritage Winnipeg, we talk often about the stories our buildings tell and Uptown Lofts tells many. It tells of Max Zev Blankstein’s legacy, as his final drawings come to life. It tells of life-changing moments, experiencing a moving picture for the very first time in a space built to enhance that magic. It tells of loss, the destruction of the theatre’s interior to make way for bowling lanes. It tells of childhood memories and celebrations. Today, its story continues through preservation, a testament to the sustainability of adaptively reusing heritage buildings and the positive impact they can have on a community. From the moment of its construction, 394 Academy Road has been a marvel to observe, inside and out, a gem on the crown of River Heights and a beacon of hope for Winnipeg’s historic buildings.

Special thanks to Rachel Solomon, So Over It Luxury Consignment, and Globe Capital Management for participation in this article.

Sources:

“Developer takes plans for vacant Academy Lanes building to councillors Tuesday” Aldo Santing and Ryan Thorpe, Winnipeg Free Press, 8 November 2018.

“Unique Building Screened Films for Decades Before Becoming Bowling Alley” Christian Cassidy, Winnipeg Free Press, 2 July 2017.

“Uptown Building Story to End January 6th, 1986” Brenda Barrie, The Voice vol. 3 no. 9 p. 1, 30 December 1985.

“Academy Road landmark may escape wrecker’s ball” Kip Park, Winnipeg Real Estate News, 17 January 1986.

“Dispute sparks change to historic buildings bylaw” Winnipeg Free Press, 15 April 1986.

MHS Newsletter vol. 18 no. 6. p. 2, February 1986.

“394 Academy Road – Uptown Theatre” City of Winnipeg Historical Report, 1985.