Minneapolis renovation uncovers century-old Gold Medal Flour advertisement
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George Johnson and his wife have lived in their south Minneapolis home for 25 years, raising their children there. The couple is in the process of replacing the siding on their home, which was built in 1915.
This week, Johnson stepped outside to check on the progress. To his surprise, he discovered a giant advertisement for Gold Medal Flour covering an entire wall on the south side of the house, hidden beneath what appeared to be the original lap siding.
“I was absolutely floored,” Johnson said. “People think about buying an old house and will maybe find something cool in the attic or will find some old thing. You never think that there is something secret on my house. So, it was a total shock. It was just a thrill.”
Tuesday morning, they removed the siding from the north side of the house, revealing the same green and red sign with yellow and black lettering beneath it.
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Johnson, an architect, mentioned that people have asked him to keep the signs visible.
Preserving the historical signage is important to Johnson. Still, he has practical concerns about protecting the signs from bright sunlight and preventing moisture damage to his house.
“It still aged, even though it was covered up. There are lots of holes. There is no building wrap; there is no water protection. How do I balance all of those things?” Johnson said. “I do not want to expose something to just have it destroyed within five years in the sun.”
The north side of the house may be doable, though. Johnson is eagerly collaborating with a contractor to determine if the sign can be sealed and kept in indirect sunlight. However, the most pressing question remains: Can the house be protected from water intrusion?
Johnson has been investigating where the advertisement may have come from. Building permits reveal that the house was originally constructed in 1912 as a grocery store and was located one lot north of its current position.
In 1915, a new foundation was built on the homes’ current lot. Records show that horses transported the flat roof storefront approximately 40 feet and set it down. The building was then converted into a gabled one-and-a-half-story house.
Johnson hopes to discover vintage photographs of the home and connect with people who might have firsthand experience with its history.
“I just love digging into that kind of stuff. I am a big history buff to begin with,” Johnson said. So, this was a gift. This was cool.”
