Built: 1872, 1873, remodelled 1935
Address: 110-114 Princes Street
Architects: Henry Frederick Hardy (1872 and 1873); Stone & Sturmer (1935)
Builders: Charles Prouse (1872), N. & A. Wood (1873), T.R. Hindle (1935)
Dramatic events led to the building of Bell Hill House. A spectacular fire in 1871 destroyed the previous building on the site, and the bizarre circumstances led to the sensational arson trials of its owner, a former Prussian soldier named Friedrich Reichelt. Acquitted, he built a new building in which he ran a fancy goods and toy shop.
Upstairs, the London Portrait Rooms was a popular place for people to get their photograph taken. Tragedy occurred here in 1886, when rocks from nearby blasting works hurtled through the roof, killing two women in the studio reception room.
The later history of the building, though less dramatic, is varied and colourful. Photographers and artists occupied the upstairs rooms well into the twentieth century. Braithwaite’s Arcade, one of the largest book shops in Australasia, traded in the ground floor space for over 40 years. Other occupying businesses have included cake shops, a camera shop, and a fashion retailer. Now the building is home Shinjuku Sushi and Beauty Mirror.
The site, between the Dowling Street steps and Moray Place, is on the western side of Princes Street. The earlier wooden building had been built, for the most part, in 1863, as part of the City Buffet Hotel. Friedrich Reichelt took his leasehold from about 1869, with the City Buffet scaled back to the southern end. They were effectively two separate buildings behind a unified facade. Born in the Prussian province of Posen in 1834, Reichelt had served in the Prussian Army. He did not see active service but, perhaps because it amused him, he did say a lump near the back of his ear was from an unextracted bullet, received in battle. His fancy goods and toy shop operated under the name F.W. Reichelt & Co. and the business appeared to be prosperous. Reichelt generously helped fellow Germans who had fallen on hard times, or who were trying to establish themselves in business.

A view over Princes Street in 1865. In the centre foreground is the City Buffet Building, the right-hand portion of which housed Friedrich Reichelt’s shop from about 1869. The larger buildings in the background are the Synagogue (left) and the Congregational Church (corner Moray Place and View Street). Part of a Panorama by William Meluish. Hocken Collections – Uare Taoka o Hākena, P1990-015/49-039-006.
Above Reichelt’s shop, Marion Cane ran a women’s employment agency named the Central Registry Office. She lived on the site with six other women, including Ann Wright. On the morning of Tuesday, 13 June 1871, a little after 2 a.m., Wright woke Cane. She said she had heard a cry of ‘fire!’. Looking out of a window to the back of the building, the pair saw flames coming from a ground floor office. They roused the other women and made their escape. When Cane descended the external stairs for the final time, she was surrounded by fire. Meanwhile, from a window in the neighbouring City Buffet, musician Eugene De Berg saw a man exit the front door and run southward.
At about 2.25 a.m., a watchman rang the alarm bell from the fire tower at the top of the Dowling Street steps. On nearby Maclaggan Street, where the police station was located, Sergeant O’Keefe observed a man without coat, hat, or boots. The sergeant cried out something like ‘Holloa mate, where’s the fire?’, but the man ran away. After a chase, O’Keefe and a Constable Hodgkins knocked him down and arrested him. Another constable identified him as Friedrich Reichelt.
Fortunately, there were no fatalities. The fire brigade saved the City Buffet, but Reichelt’s was left a charred ruin. Reichelt himself was burned, especially about the hands and beard. After rough treatment and interrogation form police, he was charged with arson.
According to Sergeant O’Keefe, Reichelt said ‘Well I’ll tell you the way it was. I was bad with dysentery, and got out of bed to go to my shop to get some quinine. On striking a match to look for it, I went near a tin that contained lucine [a type of kerosene]; it exploded like powder, and I was on fire all in a moment.’ In a statement, Reichelt said he could not put the fire out and so ran outside, and then up the Dowling Street steps towards the fire bell. Hearing the alarm, he ran down to Rattray Street, eager to warn Mrs Howard. She was the landlady of his lodgings in High Street. Her husband owned a neighbouring business to Reichelt’s but kept poor health and was easily upset.
At an inquest, held just a few days after the fire, the jury found the fire to be accidental. At the Mayor’s Court the next day, the bench disagreed. Reichelt was committed to trial on a charge of arson, with intent to defraud his insurers.
Among the suspicious circumstances was the fact that Reichelt had, admittedly, entered his building by sliding down the bank at the back. Miss Cane said Reichelt had come through the back window on other occasions when he had forgotten his key. Accusations were made of doctored financial accounts, but without hard evidence. Questions were also asked about why Reichelt had kept stock on another site, and why, when he fled the fire scene, he locked the door after himself.
The jury failed to return a verdict. A second trial was held and, on 30 September, Reichelt was acquitted. The insurers initially refused his claim, but Reichelt successfully sued them, winning damages as well as his insurance payout.
At this final court case, in January 1872, Reichelt admitted he had not given his real reason for fleeing the scene. He now said he had an assignation with the aforementioned Ann Wright, a young widow, who was formerly a barmaid at Waipori. He had not admitted this before to protect her name.
The insurers’ lawyer, James Smith, argued ‘People were not usually so straight-laced and squeamish that they would take so much trouble to avoid detection even when they paid a visit to their own shop at night upon amours of that sort. He supposed that one time or other they had all gone astray more or less’. The judge, H.S. Chapman, replied, ‘Speak for yourself, Mr Smith’!
Reichelt said Miss Cane would have torn his eyes out if she had known why he was there, because he had also had an affair with her. He further admitted he had slept with another woman living there. According to Reichelt, he entered the building via the bank because Miss Cane slept over his shop door and would have heard him. Wright and Cane both denied Reichelt’s claims of intimacy. The jury were left to decide whether they did this to protect their own reputations, or if Reichelt was lying.
Reichelt’s barrister, George Barton, was a somewhat eccentric and Rumpolian figure, with a frayed and torn gown, and a wig that was seldom straight. His closing speech for the second trial took nearly four hours and was later lauded as a masterpiece. In response to the opposing counsel’s claim that Reichelt had deliberately burned incriminating financial records, Barton said it was absurd to claim that ‘Reichelt first cooked and afterwards burned his books’! Referring to Reichelt’s treatment by police, he said he:
‘…had been under the impression that there was only one place where a man, when burning, would be kept without a drop of water. It did appear, however, that there was another, and that place was the Police Court of Otago. The treatment, the recollection of which brought tears into Reichelt’s eyes when giving evidence in the witness box the previous day, must have been very bad indeed’.
Barton’s junior counsel was the future premier Robert Stout, who emerged from the trials as a rising legal star. Awarded £1,000 damages, Reichelt fended off further litigation and collected his insurance payout.
The remains of the old building were cleared and a new one was quickly erected, with tenders called in March 1872. The Otago Daily Times published a description:
‘The blank in the Cutting where the fire took place some time ago is in a fair way of being filled up; new premises being erected on the site for Mr Reichelt, in which he intends to resume his former business. The building is to be of brick. The ground floor will be used as a shop, and the upper storey as offices, to which there will be a separate entrance from the street. The upper part of the front wall is to be supported upon wrought iron girders, and there is to be a handsome plate glass front. As the hotel next door abutted on Mr Reichelt’s ground, a piece has been cut off along the side of it, and some delay has been thereby occasioned in putting up the new building. The plans have been prepared by Mr Hardy, and the work is being carried out by Mr Prouse.’

The F.W. Reicheilt & Co. building about 1872. At the left can be seen the entrance to the London Portrait Rooms. Stout family Collection, PAColl-10493-10-02, Alexander Turnbull Library.

Detail from the above. Likely Friedrich Reichelt wearing the hat, and his assistant William Noonan on the right.
The well-established architect Henry Frederick Hardy first worked as a carpenter in Dunedin in the 1850s. He received some architectural training from Augustus Poeppel, who briefly lived in Dunedin in the frantic gold rush year of 1862. Hardy’s other works of the early 1870s included his own large house, Waimoana, in High Street, and woollen mill buildings at Mosgiel. Other works include the former Otago Daily Times buildings, which still stand at the bottom of Dowling and Burlington streets. Less familiar is the name of the builder, Charles Prouse, whose name I have not associated with other local building projects.
The original facade decoration of Reichelt’s Building was in the Renaissance Revival style. It included distinctive window mouldings, with lugged or ‘eared’ architraves. Hardy was fond of these and used them on other designs, including the ODT buildings. Other decoration included quoining, a balustraded parapet, and an ornate pediment. The name ‘F.W. Reichelt & Co.’ featured on the parapet in relief lettering.

Detail from an 1874 photographic panorama by Burton Bros showing Reichelt’s Building. The asymmetrical remaining portion of the City Buffet Hotel is on its left (south) side. O.043675, Museum of New Zealand Te Papa Tongarewa.
The London Portrait Rooms, and tragedy
Only a year after it was built, the building was extended eighteen metres at the back. Tenders were called in April 1873. The addition created an upstairs studio and gallery for the London Portrait Rooms, a photography business established in Dunedin in 1863. It was described on completion:
‘The lower part has been fitted up for the display of fancy goods, the dividing wall between the old and the new building having been removed, and an elliptic arch erected in place of it. The upper portion of the premises has been built by Mr Reichelt expressly for a photographic gallery for the proprietors of the London Portrait Rooms. The operating room is 34ft, long by 16ft wide [10.4 x 4.9m], and is well lighted by side and ceiling lights. The printing room and dark room have been specially fitted up for their respective purposes with every convenience. The waiting, dressing, and showrooms, which are elegantly furnished, front Princes street, and are approached by an easy staircase, 5ft [1.5m] in width, from Princes street — the lobby being available for the display of photographs, etc.’
Frederick Henry Irwin owned and operated the photography business. His studio was one of the most popular places in Dunedin to have a portrait taken, and many examples from it can now be found in museums, libraries, and private collections.

Unidentified girl and boy photographed at the London Portrait Rooms c.1880. O.004070, Museum of New Zealand Te Papa Tongarewa.
On Monday, 17 May 1886, Irwin’s wife Louisa and her sister Julia Finch were killed in a terrible accident on the site. It was 4.45pm when a blast intended to loosen rock sent showers of debris over buildings and towards Princes Street. A group of relief workers, engaged by the Council, had been removing rock for use in reclamation work in Cumberland and Crawford streets, and to reduce the level of Dowling Street. Julia and Louisa were seated at a table in the first-floor reception room of the London Portrait Rooms, along with a Mrs and Miss Vivian. This was the front room with windows overlooking Princes Street. Julia was crocheting a little boot. Seconds after the explosion, rocks weighing up to 15 kilograms came crashing through the roof and ceiling. Julia was struck on the head and died within minutes. She was 41 years old. Louisa also suffered head injuries and she died a week later. 42 years old, she was survived by her husband and nine children, the youngest of whom was three years old.
An inquest found that the blast was poorly planned, over-charged, and undertaken without proper safety precautions. It also emerged that the supervisor of the works, William Barnes, was the son of Mayor John Barnes, and had been appointed to the position even though he lacked suitable qualification. An experienced foreman was available to assist with blasting, but he was not called upon.
Controversy over the accident dogged and divided the Council, with both John Barnes and councillors on the Relief Committee attempting to shift blame to one another. Barnes did not stand for re-election later that year.
Handel’s Dead March in Saul played as Julia’s funeral procession left St Paul’s in the Octagon, and a few days later Chopin’s funeral march played for Louisa. A large marble cross by monumental mason Henry Palmer marks their grave in the Southern Cemetery.
Braithwaite’s Book Arcade
Reichelt sold his business in 1875, but continued to own the building up to his bankruptcy in 1884. He married and later lived a comfortable life in Lilydale, Victoria, where he died in 1913. His old shop was leased by Reith & Wilkie, booksellers and stationers, from 1875. They continued the fancy goods business under the same manager, William Noonan. The firm operated as J. Wilkie & Co. from 1878 and moved from the site in 1885. The shop was taken over by another bookseller, Joseph Braithwaite.
Joseph Braithwaite had established his business as a book stall in Farley’s Arcade in 1863, when he was just 15 years old. The arcade was rebuilt in brick a few years later and Braithwaite moved to one of its corner shops, where he remained until he moved to Princes Street in 1885. The store opened in the old Central Hotel on the north side of Reichelt’s Building, and has been discussed in a previous post about the hotel. Within a few months it expanded into Reichelt’s, taking on a horseshoe-shaped footprint: Braithwaite’s two shopfronts were separated by other small shops, but connected at the rear. The horseshoe theme was carried through to distinctive frames over the two entrances.

Braithwaite’s Arcade shown in detail from an advertising supplement in the Evening Star, 15 May 1893. Eph-E-BUILDINGS-Dunedin-1893-02, Alexander Turnbull Library.

A detail from Robert Baré’s block pan of 1889. Reichelt’s building is at the centre. Red indicates brick buildings, and yellow wooden. The numbers in the circles indicate the number of storeys. The letters beneath indicate the roofing materials (e.g. iron or slate). The rear portion of Braithwaite’s arcade stands out with its many skylights, indicated by green spots. The only wooden building is the remaining portion of the old City Buffet. H++ 885.927 [1889], Hocken Collections – Uare Taoka o Hākena.
A Braithwaite’s slogan was ‘No one asked buy’, which was emblazoned on the shop front. A promotional article in 1890 stated:
‘you may wander through the crowded avenues, or idle away your time in one of the secluded niches, of this hospitable warehouse for a whole afternoon, and never once be importuned to buy anything. Neither is the inadmissibility of systematically reading books proclaimed in scarlet letters on the walls; and, although this custom is not encouraged, because of the inadequacy of suitable sitting accommodation, the visitor will meet with no interference who may elect to spend a pleasant half an hour with an author whose works the force of circumstances prevents him from becoming acquainted with by his own quiet fireside.’
By 1900 the business employed thirty sales men and women, and that December it imported 300 cases of goods. The southern entrance, in Reichelt’s building, initially led to the stationery and fancy goods departments. A rearrangement in 1889 saw books and literature here, with other parts of the premises displaying stationery, fancy goods, art supplies, and music. Later, secondhand books were introduced.

The northern entrance to Braithwaite’s Book Arcade, in the Central Hotel building. The Leader Supplement 26 January 1895 p.11. State Library of Victoria.

The Book Department in Braithwaite’s Book Arcade, within Reichelt’s Building. The Leader Supplement 26 January 1895 p.11. State Library of Victoria.

The Fancy Good Department in Braithwaite’s Book Arcade. This was in a single-storey portion at the rear of the Central Hotel building, and was well lit with skylights. The Leader Supplement 26 January 1895 p.11. State Library of Victoria.
Back to the studios
The London Portrait Rooms continued until 1891. After refurbishment that year it briefly became the London Duplex Studio, run by Thomas Mintaro Bailey Muir, who had been a partner in Burton Bros. In 1893 the established photographer John G. Wills took a second studio here. His well-established American Photo Co. already had rooms a few doors to the south, in Farley’s Building.
The artist Alfred Henry O’Keeffe occupied this space for about a year, beginning in July 1895. Though brief, this was significant. O’Keeffe had recently returned from study in Paris, and offered evening classes in life drawing as well as private tuition. He was among twenty-five artists, including Girolamo Nerli and Grace Joel, who formed the Easel Club. This group, which represented a reaction against the Dunedin art establishment, held meetings in O’Keeffe’s studio.
O’Keeffe was followed by a succession of photographers: Armstrong & Greer (1896-1905), Shearsby & Wootton (1906), F.E. Austin & Son (1906-1916), Elizabeth Rossbotham (1916-1918), and Flora Niven (1918-1925). A photograph of the newly-formed Otago and Southland Photographers Association in 1918 shows Niven as the sole woman in the group, and she highlighted her ‘novelty’ in advertising, referring to herself as ‘Miss Niven the Lady Photographer’.

The Photographers Association of Otago and Southland in 1918. Top row (from left): John Steadman, C.C. Armstrong, Guy Morris, Henry Luscombe, H.C. Gore. Second row: J.J. Webster (Treasurer), Robert Rodger, William Esquilant (Vice-President), S.E. Wootton, G.W. Palmer, M.K. Parkes. Third row (sitting): T.F. Girvan, C.E. Merrie, H. Beauchamp, J.R. Morris (President), H.J. Gill, C.W. Pattillo, Flora Niven. H.M. Morris. Box-208-001. Hocken Collections – Uare Taoka o Hākena.

View looking north along Princes Street in either 1915 or 1916. Muir & Moodie photo, Te Papa C.011844.

Cropped detail showing ornamental features, including the parapet balusters, pediment, and vermiculated quoins and keystones.
Between the world wars
In 1916, the Empire Theatre was built behind the buildings, to the designs of Mason & Wales. It was the seventh purpose-built cinema in Dunedin. The first had been built just four years earlier, which shows how rapidly the movie industry was expanding and its increasingly important role in popular culture. The theatre’s entrance was from Princes Street, between Braithwaite’s two frontages. In 1928 the entrance moved to Moray Place, after the theatre was remodelled in lavish ‘atmospheric’ style to the designs of Edmund Anscombe. The intact gallery and various remnants can still be seen in the Rialto multiplex that now occupies the space.
Joseph Braithwaite died in 1917 and the arcade closed in 1928. Where there had been one shop, there were soon two. Sucklings Limited, a photograph processing and camera business, moved into the one on the north side. It claimed to offer ‘New Zealand’s Pioneer 4 Hour Photo Service’, having introduced this turnaround time at its earlier site about 1923. It became a branch of Kodak in 1929 but continued to use the Sucklings name until about 1931. It moved to another building further down the street in December 1934.

Queue outside the Empire Theatre in 1931. At this time Kodak had one of two shops in the building. Tamblyn, McKenzie & Rhodes were updstairs. Evening Star 4 December 1976.
Tamblyn, McKenzie & Winton (later Tamblyn, Mckenzie & Rhodes, and then Tamblyn Rhodes), land agents and auctioneers, occupied offices in the building for 46 years, from 1915 to 1961. Their advertisements featured extensively in newspaper real estate columns for many years.
From 1929 to 1937, artists Russell and Eunice Clark occupied the studio flat. Russell gave art classes, making use of the design studio at John McIndoe’s printing business in Vogel Street, where he worked. His fully nude classes were popular with students, as the Art School did not offer anything of this kind. According to Peter Entwisle, the Princes Street flat was the scene of lively, some even said ‘wild’ parties. They were a meeting place for artists and theatre peoples, with Doris Lusk and Max Walker among the attendees. The atmosphere is captured in one of Russell Clark’s oil paintings, Students entertain theatricals. I don’t have a license to reproduce it here, but follow the link to see it through the Te Papa website.
During this period the building was remodelled. The Evening Star architecture columnist, ‘Cornice’, described the newly-completed work in 1935. Their opinion reflected a prevailing distaste for Victorian architecture:
‘The very old-fashioned front to this building has been pulled away, and the old parapet and useless ornamentation, which was in vogue in old days, entirely removed, and the building completely cleaned up. Coloured plaster now adorns the façade, and it has been carried out in a style which is finding increasing favour in northern centres, but which had not yet found expression in Dunedin.’
T.R. Hindle carried out the building work. The two shops were internally remodelled, with oak panelling and ornamental plaster ceilings. Clipped plate glass shop windows included black glass. The architects, Stone & Sturmer, were known for some of the city’s more jazzy architectural work of the 1930s. The Victoria Building on Crawford Street is a good example of one of their remodelled facades and its restoration has shown their use of sophisticated coloured finishes, not apparent in old black and white photographs. Subsequent painting of these finishes has tended to dull the overall effect of such remodelling.
A cake shop operated from the shop at 110 (the northern one) for 66 years. Edna Meffan opened it as The Snack Bar in 1935 and continued to run it until selling to E.C. Thomson about 1946. Creations displayed included a seventh birthday cake for Mickey Mouse in 1935, a slice of which was given to every child who attended a special matinee event at the Regent Theatre. As it happens, Edna Meffan (later Edna Scott) was the first owner of my own house. I would be interested to know more about her, if anyone has information to share.
The shop became Chave’s Home Make Cakes about 1948, run by Stewart Chave for much of the 1950s. Stewart’s son Errol remembered it as a family affair as Stewart’s brother, Doug, sister-in-law Elsie, and his father Charles all formed part of the team. Errol sliced sandwich bread each morning before heading to school. The business was popular, particularly with pupils of nearby King Edward Technical College and Otago Girls’ High School. The fare included Lamingtons, custard squares, date scones, shortbread, pies, Cornish pasties, lettuce and Marmite sandwiches, banana sandwiches, and baked bean sandwiches. Stewart Chave sold to the business to Jim Clark and it became Clark’s Cake shop, trading under that name from 1957 until about 1985. It then continued as Bell Hill Cakes up to 2001.
A long-standing tenant at no. 112 was Marlene Mantles, which opened under the management of Mrs J.S. Campbell in 1939. The name was likely inspired by Marlene Dietrich, one of the most glamourous Hollywood film stars, then at the height of her fame. The name was later tweaked to Marlene Outfitters, and then to Marlene Fashions. The Princes Street shop closed in 1976 but the business continued in George Street for a few more years.
The name Bell Hill House only dates from recent decades, but has its historical roots in the fact that this part of Princes Street was cut through what was known as Bell Hill. For some years the building was referred to as Braithwaite’s Building. For a very long time, up to the 1970s, it was owned by the Solomon Estate. At the time of writing Shinjuku Sushi (since 2008) and Beauty Mirror (since 2022) occupy the ground floor shops. They are the latest in over 150 years of businesses in the building.
Newspaper references:
Evening Star 17 June 1871 p.2 (fire inquiry), 30 December 1885 p.2 (10,000 visitors to Braithwaite’s), 1 June 1889 p.2 (Braithwaite’s description after expansion), 4 June 1903 p.7 (George Barton obituary), 2 March 1918 p.7 (Rossbotham), 14 May 1930 p.5 (Sucklings advertisement), 1 December 1934 p.8 (Kodak move), 16 April 1935 p.2 (remodelling and alterations).
Otago Daily Times 14 July 1863 p.8 (City Buffet Café), 18 August 1863 p.6 (taken over by Riordan Brothers), 29 December 1863 p.2 (alterations), 28 July 1864 p.2 (offices designed by David Ross), 13 June 1871 p.2 (fire), 14 June 1871 p.2 (fire), 19 June 1871 p.2 (inquest into fire), 27 January 1872 p.2 (court proceedings re fire), 30 January 1872 p.2 (court proceedings re fire), 26 February 1872 p.2 (auction), 19 March 1872 p.3 (call for tenders), 24 April 1872 p.2 (new building description), 18 April 1873 p.3 (call for tenders), 25 July 1873 p.2 (description of additions), 22 February 1879 p.4 (sale of property), 10 February 1885 p.3 (Braithwaite’s shift), 18 May 1886 p.2 (blasting accident), 23 November 1887 p.4 (Braithwaite’s evening hours), 21 January 1890 p.3 (Braithwaite’s description); 17 December 1891 p.3 (London Portrait Rooms sold); 23 April 1900, supp. (Braithwaite’s description), 26 September 1935 p.11 (Mickey Mouse birthday);19 September 1936 p.1 (The Snack Bar).
Otago Witness 3 February 1872 p.7 (court action).
Saturday Advertiser 4 May 1878 p.10 (J. Wilkie).
Tuapeka Times 1 February 1872 p.4 (court action).
Other references:
Entwisle, Peter. ‘114 Princes Street’. Unpublished report for Dunedin Amenities Society.
Entwisle, Peter. ‘The Easel Club’s Rooms’. Unpublished report for Dunedin Amenities Society.
McDonald, David. ‘Braithwaite, Joseph (1848-1917)’ in Southern People: A Dictionary of Otago Southland Biography. Dunedin: Longacre, 1998, pp.59-60.
Murray, David. ‘Victims of blasting’. Stories in Stone series in Otago Daily Times 2 October 2010 p.50.
Murray, David. ‘B462-B464 Bell Hill House’. Report for Dunedin City Council, 21 April 2013.
Baré, Robert, City of Dunedin Block Plans Dunedin: Caxton Steam Printing Company, [1889].
Council of Fire and Accident Underwriters’ Associations of New Zealand, block plans, 1927.
Directories (Stone’s, Wises, telephone)
Dunedin City Council permit records and deposited plans.
Personal communication from Errol Chave, 15 March 2016.






































































