15 Apr then and now: a photographic survey of odin j. oyen’s decorating firm locations throughout downtown la crosse, wisconsin, from 1888 to 1912.

oyen’s decorating business traces its origins to odin j. oyen, who arrived in la crosse, wisconsin in february 1888 at the suggestion of ori sorensen from sorensen and davis contractors. at that time, opportunities for painters and interior decorators in la crosse seemed limitless.

during the building boom of the 1880s and 1890s, fueled by profits from the lumber industry, wealthy lumber barons across wisconsin and minnesota commissioned large mansions requiring lavish interior decoration. simultaneously, newly constructed and renovated churches sought scenic and symbolic wall murals, stenciling, and other decorative designs. courthouses and civic buildings also sprang up in response to the influx of immigrants and travelers seeking new jobs in the west.

recognizing the demand for a broad client base, oyen quickly began bidding on contracts for public buildings, residences, churches, and movie theaters throughout the upper midwest. as his design firm gained national recognition, oyen shifted focus to managing the business, assembling a talented team of artisans to fulfill commissioned projects. he drew upon the expertise of skilled european artisans who immigrated to america. around 1895, oyen hired joseph erickson—a norwegian-born artist-designer he met in chicago, possibly during the world’s columbian exposition, while working at the fair—as his first full-time staff member. the company’s expansion soon required a larger, more prestigious location.

on december 1, 1895, oyen’s firm moved to 114 south fourth street, later adding a third floor for additional studio space. today, the building’s first floor operates as a restaurant, but the second and third floors remain much as they were during oyen’s era. in 1902, oyen broadened his business by purchasing a sign and bill-posting company, naming it the oyen-ad sign system. this system reportedly managed outdoor advertising space within 500 miles of la crosse, allowing oyen further visibility. a coca-cola contract awarded most of the region’s territory—advertising sign boards painted on buildings—to his sign company.

in 1903, axel edward soderberg joined as the firm’s chief artist, executing most of the firm’s interior installations—including painted murals—throughout the early 20th century. oyen recruited soderberg away from the competing andrews decorating company of clinton, iowa. around 1912, oyen secured key contracts designing interiors for friedman brothers and finklestein & ruben theaters, with offices in minneapolis and st. paul, from approximately 1912 through 1925.

a turning point came in autumn 1912 when the oyen firm built a new structure at 507 main street, featuring a showroom, offices, and an art studio on the top floor. oyen heavily influenced the building’s design, drawing inspiration from commercial structures popular in new york, as seen in architectural record magazines. his friend, architect percy dwight bentley, realized the design physically. the new building, featured in the november 1913 western architect, boasted a stone-faced ground floor with brick above, a distinctive cornice made of green glazed terra cotta tiles and painted wood brackets. purchased for $9,000 from wm. doerflinger and j.c. toeller, the exterior façade and interior floor plans of 507 main street remain largely intact today.

the oyen firm thrived into the 1920s until odin j. oyen’s death from lung cancer on july 31, 1926. the business continued for less than a decade as “odin j. oyen studios,” managed by his son leighton oyen and brother louis oyen. the depression years and louis oyen’s untimely death in 1931 led to the company’s decline and eventual closure.

images courtesy of eric j. nordstrom and the bld. 51 archive. all rights reserved. 2026.