Classic Mode

Presto

Issue: 1940 2295

THE INFLUENCE OF STYLE IN THE HOME
ANNOUNCING
AMERICAN-WAY
In what is said to be the first comprehensive group effort
of its kind among industrial designers, artists, craftsmen, man-
ufacturers, and retailers in the home furnishings industry, an
organization has been formed to do business under the name
of "American-Way," for the purpose of coordinating and ac-
celerating the art-in industry movement in this country. This
will have a great influence on trends in piano and radio
designs.
"American-Way" offers the best contemporary American
talent in art and design. Its purpose is also to discover, en-
courage, and bring to light new talent in these fields.
Around a nucleus of well known names there has been
added the work of lesser known and unknown designers.
From the world of fine arts, contemporary talent will
devote itself to industrial application. The creative work of
artists and sculptors has been correlated to a professional
merchandising plan, to further its commercial desirability and
acceptability.
Some of the Industrial Designers, Sculptors, and Artists
who are now scheduled for active participation in "American-
Way" are: John Stewart Curry, Freda Diamond, Raymond
Loewy, Joseph Platt, Gilbert Rohde, George Switzer, Grant
Wood, and Russel Wright.
The following designers are among those who will design
merchandise that will not be shown until the spring of 1941:
Norman Bell Geddes, Donald Deskey, William Lescaze, and
Eliel Saarinen.
American Selj-Reliance
Behind America's growing tendencies toward self-reliance
in every field, is the war with its critical curtailment of Eur-
opean sources, both manufacturing and creative, necessitating
recognition of our own resources. National pride has perme-
ated the country. Under this stimulus, "American-Way" has
been formed for the three-fold purpose of:
1. The development of American-made household
products of inherently American design, for mass
production and craft production.
2. The wholesale distribution of this merchandise to
stores throughout the country.
3. The stimulation of consumer interest and sales by
a planned program of advertising, publicity, and gen-
eral promotion.
Challenge to American Industry
Recognizing in today's world conditions a challenge to
the American home furnishings industry, "American-Way"
intends to show that design tailored to our own way of living
will ultimately suit us best.
Dynaphone Model D23, Bleached Walnut. Gimbel House, New
York World's Fair.
SEPTEMBER, NINETEEN FORTY
Walnut Living Room. House of Vistas —Town of Tomorrow;
Designed by: Jan Ruhtenberg, Herman Miller Furniture Co.,
Zeeland ,Michigan.
In the design of "American-Way" products great attention
is focused upon service, use, and practical innovation based
on research concerning American living habits.
HAPPINESS BEGINS AT HOME
Happiness should be the enjoyment of life in its fullest
relationships. The American family should be the happiest in
the world for it has the most material comforts and greatest
spritual liberty. Happiness should be an ever increasing series
of concentric circles with the home as the center. These cir-
cles should reach out to the neighborhood, the city, yes, even
to the nation itself.
Influence of Beauty in The Home
John Ruskin in one of his great social essays spoke of the
inspiring influence of an object of beauty in the home. Today
we are exceedingly conscious of that fact. Piano and Radio
manufacturers are doing a most excellent job of creating
beauty for our homes.
Home Furnishings
The Style Show which will be held September 21-28, at
Chicago, in connection with the National Furniture Week will
emphasize the theme, "Happiness Begins at Home." An at-
tractive book of 16 pages has been prepared and carries the
title above across the top of the front cover.
The publicity for this Style Show is very extensive.
A nationwide selling event staged by retailers is partici-
pated in by furniture stores, department stores, newspapers,
etc. Last year 3,500 retailers participated, and over 300 manu-
manufacturers, national consumer magazines, trade papers,
facturers joined with retailers in sponsoring the promotion.
Complete newspaper sections, devoted exclusively to home
furnishings, are provided. This year this special newspaper
supplement is being handled in a much more extensive man-
ner than heretofore. Musical instruments have been included,
at the suggestion of the American Walnut Mfrs. Association,
along with the other home furnishings illustrated. A special
window streamer (54" x 14") in three colors, incorporating
the slogan, "Happiness Begins at Home," will be featured by
the retailers.
This whole effort can be to real advantage for us in the
music arts and trades and we can no doubt fit into its plans
and profit greatly thereby. Every time a fine piano or radio or
other musical instrument is introduced into a home it is help-
ing to increase the reality that "Happiness Begins at Home."
PAGE NINE
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/
MUSIC DEALERS WHO
ft
Robert
Bernhardt
Oslund
ft
LARGEST PIPE ORGAN IN WORLD FOR SPOKANE
ROBERT OSLUND ANNOUNCES NEW MUSIC STORE
We were delighted to receive a visit during the recent
Convention from Mr. Oslund who is an old friend of Mr. F. D.
Abbott, former editor of Presto Music Times. Mr. Oslund was
kind enough to show us the plan of his new three story build-
ing which he stated "will be surmounted by the largest pipe
organ in the world." Some of the pipes are 34 feet long and
large enough for a man weighing 250 pounds to stand inside.
There will be manual and a pedal base. This organ will be
protected against inclement weather by a shield on the out-
side. This organ of course will not be submitted to the strain
an organ would be in extreme climates as the climate of
Spokane is very moderate. It will be possible to hear this
organ under favorable conditions about ten miles away. It is
the intention of Mr. Oslund to have this organ played for a
period every evening between 7 and 8 o'clock.
In Spokane 34 Years
Mr. Oslund has been in business in Spokane for 34 years.
He is therefore one of the oldest and most prominent pioneers
of the city. Mr. Oslund says that he thinks he is rated as the
largest individual dealer west of Chicago. "I have never done
business on the consignment plan but always on a strictly
cash basis," he stated.
New Building for Music Only
This new three story building will be devoted entirely to
music activities. The building will contain a hall to be used
for the purposes of the Oslund Music House. This new build-
ing will be situated on the southeast corner of Monroe and
Broadway, on the north side just a little off the center of the
city.
Does Continent-Wide Business
Mr. Oslund has many shipments into the Province of
British Columbia, Canada, and has even shiped pianos as far
east as Montreal, Canada, and frequently along the entire
Pacific Coast of the United States. Recently he shipped an
instrument to St. Joseph, Missouri. Mr. Oslund says this wide
distribution of his business is due in great part to the tourists
who constantly visit Spokane.
Born in New Sweden
When we asked Mr. Oslund what nationality he was he
said; "I am of Swedish ancestry and was born in New
Sweden." We inquired; "where is that?" He answered, "Min-
neapolis." So we got a lesson in geography out of Mr. Oslund.
A Music Teacher
Mr. Oslund learned to play the piano and organ at an
early age. When a young man he went west and began teach-
ing. He soon obtained a large number of loyal pupils who
asked his advice about pianos. Here was a field for the music
business which he soon entered. "Now," he smilingly says, "I
am selling instruments to the children of my first pupils."
Can you answer this question, Mr. Oslund? "Why are
you still a bachelor?" That's not a fair question so we will
not press it. We want to congratulate Mr. Oslund on his suc-
cess, on the plans of his new store, and on the cultural value
of the new organ.
GENE REDEWILL—COMPOSER
We have just received two copies of "Daily Dozen" (12
minutes) "Warming Up" exercises for violin by Gene Rede-
will. They are most attractively published by Redewill Music
Co., Phoenix, Arizona. The first paragraph of the preface ex-
plains the purpose of the composition:
"DAILY DOZEN warming up exercises for the advanced
violinist, professional and artist, to keep the left hand and bow
arm in condition with only twelve minutes daily concentrated
practice. These exercises require exactly twelve minutes play-
ing time—resting time is not included."
THE THEARLE WINDOW DISPLAY
One of the most distinguished music firms in the country
is the Thearle Music Co. of San Diego, Cal. For 55 years this
Company has been carrying on business according to the
highest standards and has made an enviable reputation for
its salesmanship and for its courteous and efficient service to
its hundreds of customers.
Recent Window Display of the Thearle Music Company
640-644 Broadway, San Diego, Cal.
PAGE TEN
Mr. A. D. LaMotte, President of the Company is an out-
standing leader in his city and is nationally known in music
circles, being a Past President of the National Association of
Music Merchants, holding that office in 1935-1936.
The person who executed this display is Leopold A.
Poulin, manager of the Organ Division. Congratulations!
PRESTO MUSIC TIMES
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/

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