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THE
MUSIC TRADE
REVIEW
The New Plant of Steinway & Sons in
Hamburg, Germany, Nearing Completion
Factory Will Eventually Replace Present Steinway Plant in That City and Will Take Care of
Demand From Continental Europe and Also Large Part of Firm's Export Trade
A MAMMOTH new piano manufacturing plant
for Steinway & Sons is now rapidly taking
shape in Hamburg, Germany, designed to take
care of the rapid growth of the Steinway busi-
In addition to providing instruments to meet
European demands, the Hamburg factory takes
care of all export orders of Steinway pianos, a
phase of the business that is constantly assum-
Completed
Wing of the
New Steinway
Factory in
Hamburg
1926
cannot be expected to judge for himself the
effect that a particular color will have when
set in his own. home, for color of harmony is
given to few. When that particular instrument,
however, is displayed in surroundings that really
harmonize, the prospect gains a new viewpoint
and is able to visualize just how that particular
case would fit into surroundings such as already
exist in his home or as can be arranged.
Not long ago Hardman, Peck & Co., New
York, displayed a piano in brilliant Chinese red
lacquer finish suitably decorated. The curtains
were of Chinese design, a Chinese screen in
lacquer with golden dragons and a teakwood
tabourette or two served to provide the har-
mony, while a talking machine in the same red
lacquer completed the picture. The general
effect attracted wide attention.
The second Fitzgerald window illustrated
with this article emphasizes possibilities for pre-
senting a tie-up with an important sale in a
manner that emphasizes with equal strength the
sale itself and the instrument represented there-
in. In this case a Knabe with the Ampico was
sold to Mary Pickford, and it was natural that
attractive figures of that noted screen star be
placed about the window. The strength of the
tie-up, however, was materially increased by
presenting Miss Pickford in her latest screen
character, "Little Annie Rooney." This picture
was in the public mind, and, being featured in
the window display, gave the whole affair a
touch of timeliness that was most effective.
In arranging window displays it is not simply
a matter of filling show window space. An
attractive window is really the introduction to
the store.
A Christmas Window That
Represented Originality
Foundation
Work for
Dry Kilns in
Steinway Plant
in Hamburg
Sherman, Clay & Co.'s Store in Portland, Ore.,
Offered Unusual Window Treatment for Con-
sideration of the Holiday Shoppers
iiiiiiiiiiniiiiiin;
ness in Continental Europe and of the export
trade in Steinway pianos which is handled from
that center. Eventually the new plant when
completed will replace the present Steinway fac-
tory in Hamburg, which, though commodious,
is located in a residential section which has been
built up thickly since the plant was established
and where there is no ground available for
expansion.
One of the views reproduced herewith is of
one wing of the new plant, which, when com-
pleted, will include three similar wings, all of
the most modern construction and provided with
the latest equipment. The new plant is located
just outside the city limits of Hamburg in a
newly developed manufacturing section con-
venient to transportation but so situated that
expansion will be possible whenever it becomes
necessary.
The second view shows the foundation for the
new drying kilns and power house, both of gen-
erous capacity in keeping with the large capacity
of the new plant when completed. The location
is adjacent to the immense new lumber sheds
and saw mill recently erected and occupied by
Steinway & Sons and which have already been
described and illustrated in The Review. Both
lumber yards and saw mill are provided with
the latest labor-saving equipment designed to
facilitate the handling of materials and the speed-
ing up of production.
The completed wing of the new factory is now
occupied and in operation, and is providing
much-desired relief by supplementing the facil-
ities of the old Steinway factory which is now
operating at full capacity and maintaining a
production close to the record set just prior to
the war when maximum production was reached.
JANUARY 9,
ing fresh importance as the demand from all
sections of the world increases.
How Fitzgerald Puts
Brains in Window Display
(Continued from page 3)
instrument and the manner in which it is pre-
sented.
This display of the piano in Chinese design
Many members of the piano trade did them-
selves proud with their holiday displays in show
windows and warerooms, but few displayed the
originality of idea represented in the Christmas
window arrangement of the Sherman, Clay &
Co. store in Portland, Ore. The idea was sim-
plicity itself, being based upon the journey of
the wise men to Bethlehem, but its presenta-
tion was so effective tnat it attracted wide atten-
tion and comment.
An attractive grand with a bench to match
was the only musical instrument shown as the
feature of the display, a circular rug and appro-
priate draperies lending softness to the treat-
ment.
The window represented a most original way
of tying up with the holiday spirit in a manner
iiiiii!:iniiiiii;iin iiiiiiiiiihu ii n ii
An Attractive
Window Display
by Sherman,
Clay & Co.,
Portland, Ore.
indicates what may be accomplished in the
proper presentation of instruments in other rich
casings, particularly those where bright colors
have been used. Every prospective purchaser
that was direct and which represented but a
slight cost. It drew a good deal of attention
from the passers-by and accomplished all its
designer expected.