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Spanish 7bwn
* New Brunswick
Old Spain Set Into a Music Store.
1.—Just Beyond the Entrance. 2.— The Attractive Wall Booths.
the Record and Sheet Music Section
N unusual but highly pleasing store may
prove an expensive proposition at the
outset, but its value in attracting and
holding attention and impressing cus-
tomers can be made to pay dividends if the
job is done properly. Quite frequently in the
music trade we have occasion to comment upon
some unusually effective store treatment for a
large number of concerns have managed to get
distinctly out of the rut and away from the
commonplace in their interior decorating plans.
A particularly interesting store arrangement
is that of the new establishment of Raymond
Montalvo, in New Brunswick, N. J., for here the
decorator managed to create an entire Spanish
village in miniature, yet admirably adapted to the
needs of business. The opening of the new
store recently at 354 George street marked the
twenty-ninth anniversary of Mr. Montalvo's
entrance into the music business, he having
started when hardly more than a boy with one
second-hand piano and then spread out with
a stock of new pianos and phonographs and
later with a comprehensive line of radio re-
ceivers. These latter he features particularly
in his present store, which has attracted wide
attention on the part of both press and public.
As one crosses the threshold from the busy and
A
modern New Brunswick street he enters a most
natural-looking garden typical of old Spain
with its peace and quiet. There are patches of
grass here and there, vases of flowers resting
on stone walls, a fountain, and a general atmos-
phere that reflects the spirit of Old Seville.
At one side is the courtyard, at the left is a
booth for the sale of radio tubes and accessories
with window br.rred by imitation wrought iron
spears. Larger spears are used to support the
canopy of another booth in which modern radio
sets are shown. Elsewhere about the floor and
facing the courtyard are garden temples and
little Spanish houses with heavy oak doors,
tiled roofs, balconies and awnings. Even the
lighting effects are of the Spanish type. These
booths on the courtyard are all used for the
display and sale of radio including Victor, At-
water Kent, Majestic and Philco lines.
The small goods department contains strings
and other musical accessories, and next to it is
the sheet music department with counter re-
sembling a garden wall with a natural oak top.
The sheet music department has been enlarged
and all the latest popular hits and theme songs
are carried in stock. There is also a full line
of sheet music especially adapted for instruction.
The record department is alongside the sheet
3.—General View of Store.
4.—Showing
music counter, and latest song hits and other
music may be obtained here. This department,
as well as the sheet music section has always
been very well patronized, as has the player
roll department.
Separate booths are provided where records
or player rolls may be tried out so that the cus-
tomer may select the music at leisure. There
is one audition room reserved for the playing
of foreign classical music and there is also one
where popular selections may be played.
A stairway just before these booths are
reached leads to the private offices and a door-
way at this spot opens into a bargain basement
where all shopworn and used sets will be sold at
low prices.
The floor is in brick effect, and an awning,
str'ped in red, orange, green, and black stretches
overhead. Between this awning and the tile
roofs may be seen glimpses of the sky outside
the courtyard. Radiators are enclosed so that
they represent stone walls and there will be
brightly colored garden seats. Every possible
detail has been attended to, even to blowing rust
about the crevices on the balconies to give the
effect of age.
The new store represents a distinct tribute to
(Please turn to page 21)