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Originally constructed in 1910, the F.W. Woolworth building stands as one of downtown Clearwater’s most recognizable commercial landmarks—once home to the iconic “Great Five Cent Store” that served the community for more than half a century.
Today, that landmark stands fully restored to its original character—bringing back both its architecture and its identity as a defining retail presence on Cleveland Street.
This is not a cosmetic upgrade—it is a full reclamation of the building’s identity.
Decades of paint and stucco have been removed to reveal the original ochre brick façade beneath, while thousands of bricks have been preserved and restored using historically matched mortar and materials.
At the street level, the building’s historic storefront has been fully reestablished.
A non-original façade has been removed and replaced with a historically accurate, hurricane-rated system, while the building’s signature gold-lettered “F.W. Woolworth Co.” sign has been recreated to once again define the streetscape.
Behind the restored exterior, structural improvements and modern systems have been integrated to ensure long-term performance—bringing the building forward while preserving its past.
What emerges is not simply a restored structure, but the return of a defining commercial landmark—reconnecting downtown Clearwater to a central piece of its retail history.
All work has been executed in accordance with the Secretary of the Interior’s Standards for Rehabilitation, under the guidance of leading historic preservation specialist Stephanie Ferrell.
A central component of the restoration involves uncovering and preserving the building’s original materials.
Layers of paint and stucco have been carefully removed to reveal the original ochre brick façade beneath.
Thousands of bricks have been retained, repaired and reset, while all mortar joints have been replaced using historically matched materials to ensure both durability and visual accuracy.
This process restores not only the building’s appearance, but the authenticity of its original construction.
The building’s street presence has been fully reestablished through the reconstruction of its historic storefront.
A later, non-original façade has been removed and replaced with a system designed to match the original proportions and detailing while meeting modern performance requirements.
At the same time, the building’s historic identity has been restored through the re-creation of its iconic gold-lettered signage.
These elements return the building to its role as a recognizable and active retail destination along Cleveland Street.
While the focus of the project is on restoring historic materials, critical structural improvements have been made throughout the building.
The entire roof system has been replaced with new trusses supported by steel, while areas of structural deficiency have been reinforced to ensure long-term stability.
The historic parapet has also been reconstructed using original brick.
These interventions provide the strength required to support the building for decades to come.
The building has been fully modernized to meet current performance and code requirements.
Mechanical, electrical and plumbing systems have been replaced with high‑efficiency components—ensuring the building is suitable for contemporary commercial use while maintaining its historic exterior.
The 1928 opening of the F.W. Woolworth store was a vote of confidence in the city’s potential growth. The building’s lobby pays tribute to the retail chain that helped put downtown Clearwater on the map. The lobby displays tell the story of this retail giant, while the overall décor is styled after the 1930s.
Gold-leaf lettering on glass
Dark wood authentic to the period
Historical product display
Period photographs track the building’s history in pictures (above, left and right). Lighting fixtures and decorative metal ceiling panels hearken back to the 1930s style (below, left and right).
The lobby accessories are finished in brass, including the elevator and custom recreation of a 1930s-style lobby directory.
The outdated elevator has been replaced with a new KONE elevator rated for commercial use.
Matte and patina brass finishes
Patinated detail
Brass signage
The public amenities are accurate to the period, from the pedestal sinks to the checkerboard black-and-white tile floors.
Checkerboard floor tiles
Green- and black-trimmed tile
Vintage hardware and fixtures
The spacious lobby, with its majestic coffered ceilings and magnificent dark wood wainscot and architectural trim, serves to welcome tenants and guests to a renaissance in downtown Clearwater.
The restoration of the Woolworth building reestablishes one of downtown Clearwater’s most recognizable commercial landmarks as an active part of the Cleveland Street corridor.
A historic icon restored—now reestablished along Cleveland Street.
F.W. Woolworth Co.
