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REVIEW
THE
VOL. LXXX. No. 1 Published Every Saturday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N.Y. Janiary 3,1925
10 Cents
Year
Simplicity Malws Windows Profitable
A Striking Example of the Proper Use of This Factor in the Window Display by Which the Wiley B. Allen
Co. Presented the Mason & Hamlin With the Ampico to the Public of San Francisco for the
First Time—One of the Most Striking Windows in the Trade's History
T
H E R E are those who figure window
space on a square foot basis, who divide
the yearly rental of the window as ap-
portioned with the regular store space, add a
little something for preferred position and then
seek to get all they can out of the space by
filling it with samples of every conceivable line
in the store. This is the same type of mer-
that stand out as distinctive from the others.
An example of a particularly effective win-
dow display is shown herewith, it being the
presentation by the Wiley B. Allen Co. of the
first Mason & Hamlin piano with the Ampico
received in San Francisco. Three full-sized
windows were-devoted to it, one confined to
the showing of the instrument itself, and the
ground consisting of a costly and beautiful pea-
cock screen in the natural colors of that gor-
geous fowl. Costly embroidery and tapestries
were used in connection with the display and
the vases were genuine works of art, interest-
ing in themselves. The tall iron braziers were
draped with English ivy, and the whole effect
was one that could not be criticized.
Wiley B. Allen Co.'s First Presentation o f the Mason & Hamlin With the Ampico
It is not always feasible, of course, for deal-
chant who contracts, for two or. three inches of others decorated with tapestries, vases, flowers
ers to devote three, full size windows to the
space in the local newspapers and then fills it and draperies of a character designed to reflect
exploitation of.one instrument, but it is per-
with a mass of words in the smallest type pos- cxclusiveness to the ultimate detail.
fectly feasible for dealers limited to even one
To the casual observer, this devoting of three
sible in the belief that in showing any white
window to so arrange it that a single instru-
windows to the exploitation of one instrument
space he is wasting money.
ment can be shown in a manner that will
In the arrangement of window display, it is might have seemed a waste of space, but it
not the number of articles shown in the dis- is to be remembered tha-t that particular in- attract worthwhile attention.
It will be found in every instance where
play nor yet its size, but rather the effectiveness strument represented the first Mason & Hamlin
of the whole ensemble that brings the results. piano on t-he Coast with a reproducing mech- a piano merchant has reported unusual success
A single instrument may be shown in a large anism installed in there with official sanction, with a window display that in it a single in-
window in such a way as to create an atmos- and consequently meant the beginning of a new strument has been featured against a back-
ground and in an environment artistic enough
phere of loneliness and insufficiency, and a score era in reproducing piano construction.
of instruments may be grouped in the same . It might, of course, have been perfectly feas- and unusual enough to attract the attention of
the public without in any way drawing from
window with an effect that is crowded and ible to utilize 'the windows at the right and
confusing. The art of window dres'sing, as a left.for general display, but it is to be realized the appeal of the instrument itself.
The Wiley B. Allen Co. window featuring
matter of fact, rests not upon the quantity of -that, any passerby on the street arriving at the
the Mason & Hamlin with the Ampico is one
articles shown, nor yet the attractiveness of
right or left window has his curiosity whetted
of the most attractive ones that have come to
the individual unit, but rather upon the environ- ta,A. .sufficient degree to make him stop and
our attention. It meant a generous use of
ment of the display.
at least gianc'T? at-the central window wherein
It is seldom that the window display in the was placed the Mason & Hamlin with the Am- space, but the space without question paid for
music trade is worthy of special comment, not pico, and with legends in the frames explaining itself adequately. It is a first-class illustration
that few of them are good because the art the importance and the purpose of the display. of the fact that the arrangement of the win-
In the center window itself the Mason & dow has as much to do with the success as
of window dressing in the trade is constantly
improving, but rather that there are so few Hamlin grand was placed against the back- the product displayed therein.