United States, Georgia, Fulton County, Atlanta, 33.749, -84.38798Luce, Cortlandt F., Jr., 1907-19921948/1988View of the Rich's Christmas tree lit at night above their department store in Atlanta, Georgia.Rich's Department Store was founded in Atlanta, Georgia in 1867 by Morris Rich, a Hungarian-born immigrant. The business expanded over several decades, and eventually was located on the corner of Alabama and Broad Streets in downtown Atlanta. In the 1960's and 1970's the store opened in several other locations. In 1948 a seventy-foot live Christmas tree was first placed on the roof of Rich's downtown department store. Thereafter, the Lighting of the Great Tree became an Atlanta tradition. In 1960, several African American college students protested segregationist policies practiced by Rich's until the store agreed to desegregate its stores in 1961. Rich's department store was phased out in 2005.image/jpegVIS 114.54.01ahc114054001a.jpgCortlandt F. Luce Jr. Photographs, Atlanta History CenterDepartment stores--Georgia--AtlantaHolidays--Georgia--AtlantaChristmas trees--Georgia--AtlantaChristmas decorationsNight--Georgia--AtlantaNight photographsRich's (Retail store)Rich's Department StoreStillImage