Music Trade Review
Issue: 1926 Vol. 82 N. 2 - Page 3
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THE
VOL. LXXXII. No. 2
REVIEW
Pmblished Every Saturday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N. Y. Jan. 9,1926
81ni
j£. < £ o C i°~r #
How the Fitzgerald Music Go. Puts
Brains Into Window Display
Two Striking Presentations of the Grand Piano In the Show Window Recently Used by This Weil-Known
Los Angeles Music House—Presenting the Period Model Grand In a Background That
Harmonizes With the Style—Cashing In on the Sale of a Piano to a Celebrity
H E background of a window display can
do one of two things—either accentuate
the attractiveness of the product which it
is desired to feature in the display, or to detract
attention from that feature. More than one
window display arrangement upon which much
T
the instrument or not depends ujkm the artistic
sense of the window designer, but it is of the
utmost importance that the completed window
be studied carefully to see that there is nothing
therein to draw more interest.
This proper window setting is becoming in-
Display of
Taber Piano
Chinese Finish
by Fitzgerald
Music Co.
time and effort has been spent has failed in its
purpose, not because it was unattractive but
because the factors designed to be secondary
developed a prominence that outshone the cen-
tral figure.
The time is past when a piano placed in a
window bare of other furnishings or fitments
is considered of sufficient interest to attract
prospective customers. This idea, of course,
is still carried out, but not by those who realize
the investment made in show window space and
its value as an advertising medium when prop-
erly utilized. We find an increasing number of
window displays in piano stores that compare
in quality with those offered by merchants in
many other lines where the opportunities for
tasteful displays are more numerous, and the
fact that these piano merchants continue to
arrange such displays, often at a considerable
cost, indicates the fact that they have a value.
A thought that must be borne in mind in any
window display of pianos is that the aim is to
impress the onlooker with the attractiveness of
the instrument itself. A piano case that would
prove uninteresting in an empty window be-
comes distinctly attractive when placed in a liv-
ing-room setting with easy chairs, small tables,
a lamp or two, and suitable draperies properly
placed. Whether the setting is in harmony with
creasingly important as increasing numbers of
pianos in period or highly decorated cases are
offered for public approval. A piano of one of
the Louis periods should be presented only in a
ct those who have a sufficient smattering of
period decoration to realize what the piano de-
signer has developed. The same holds good of the
elaborately decorated case in rich colorings, for
there, too, the setting should be such as to
emphasize the decorative characteristics of the
instrument itself and remain subdued to the
principal feature rather than clash with or sub-
merge it.
The same idea of harmony holds good even
in those window arrangements designed to hook
up with some particularly interesting sale or
event. The show window has been found to
be a particularly valuable channel for acquaint-
ing the public with sales of importance to local
or national celebrities, for, as the object is to
attract attention and interest, it pays to give
thought to a setting that will emphasize the
•attractiveness of the instrument itself.
Two particularly fine examples of harmonious
and effective window displays are reproduced
herewith and represent recent window arrange-
ments featured by the Fitzgerald Music Co., of
Los Angeles. The first is a most impressive
presentation of a particularly fine case design
in Chinese effect, a Taber piano made by the
Behr Bros. Co. Left alone in the window
that particular piano would have perhaps ap-
peared garish, but placed in a rich setting of
Chinese furniture, draperies and rugs, it pro-
^llllllllllllllllll!lllll!l[||||||inilllllll!l!!ll!llllllllllllllllll^
Fitzgerald
;
Display *of
b
Knabe Ampico |
Sold to
|
Mary Pickford §
setting suggestive in some measure at least of
that period. Nondescript furniture and hangings
or those of a distinctly different period will kill
the entire effect of the case work in the minds
duced a harmonious effect that so strongly im-
pressed many of the passersby that they took
occasion to compliment the company upon the
(Continued on page 4)
THE
VOL. LXXXII. No. 2
REVIEW
Pmblished Every Saturday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N. Y. Jan. 9,1926
81ni
j£. < £ o C i°~r #
How the Fitzgerald Music Go. Puts
Brains Into Window Display
Two Striking Presentations of the Grand Piano In the Show Window Recently Used by This Weil-Known
Los Angeles Music House—Presenting the Period Model Grand In a Background That
Harmonizes With the Style—Cashing In on the Sale of a Piano to a Celebrity
H E background of a window display can
do one of two things—either accentuate
the attractiveness of the product which it
is desired to feature in the display, or to detract
attention from that feature. More than one
window display arrangement upon which much
T
the instrument or not depends ujkm the artistic
sense of the window designer, but it is of the
utmost importance that the completed window
be studied carefully to see that there is nothing
therein to draw more interest.
This proper window setting is becoming in-
Display of
Taber Piano
Chinese Finish
by Fitzgerald
Music Co.
time and effort has been spent has failed in its
purpose, not because it was unattractive but
because the factors designed to be secondary
developed a prominence that outshone the cen-
tral figure.
The time is past when a piano placed in a
window bare of other furnishings or fitments
is considered of sufficient interest to attract
prospective customers. This idea, of course,
is still carried out, but not by those who realize
the investment made in show window space and
its value as an advertising medium when prop-
erly utilized. We find an increasing number of
window displays in piano stores that compare
in quality with those offered by merchants in
many other lines where the opportunities for
tasteful displays are more numerous, and the
fact that these piano merchants continue to
arrange such displays, often at a considerable
cost, indicates the fact that they have a value.
A thought that must be borne in mind in any
window display of pianos is that the aim is to
impress the onlooker with the attractiveness of
the instrument itself. A piano case that would
prove uninteresting in an empty window be-
comes distinctly attractive when placed in a liv-
ing-room setting with easy chairs, small tables,
a lamp or two, and suitable draperies properly
placed. Whether the setting is in harmony with
creasingly important as increasing numbers of
pianos in period or highly decorated cases are
offered for public approval. A piano of one of
the Louis periods should be presented only in a
ct those who have a sufficient smattering of
period decoration to realize what the piano de-
signer has developed. The same holds good of the
elaborately decorated case in rich colorings, for
there, too, the setting should be such as to
emphasize the decorative characteristics of the
instrument itself and remain subdued to the
principal feature rather than clash with or sub-
merge it.
The same idea of harmony holds good even
in those window arrangements designed to hook
up with some particularly interesting sale or
event. The show window has been found to
be a particularly valuable channel for acquaint-
ing the public with sales of importance to local
or national celebrities, for, as the object is to
attract attention and interest, it pays to give
thought to a setting that will emphasize the
•attractiveness of the instrument itself.
Two particularly fine examples of harmonious
and effective window displays are reproduced
herewith and represent recent window arrange-
ments featured by the Fitzgerald Music Co., of
Los Angeles. The first is a most impressive
presentation of a particularly fine case design
in Chinese effect, a Taber piano made by the
Behr Bros. Co. Left alone in the window
that particular piano would have perhaps ap-
peared garish, but placed in a rich setting of
Chinese furniture, draperies and rugs, it pro-
^llllllllllllllllll!lllll!l[||||||inilllllll!l!!ll!llllllllllllllllll^
Fitzgerald
;
Display *of
b
Knabe Ampico |
Sold to
|
Mary Pickford §
setting suggestive in some measure at least of
that period. Nondescript furniture and hangings
or those of a distinctly different period will kill
the entire effect of the case work in the minds
duced a harmonious effect that so strongly im-
pressed many of the passersby that they took
occasion to compliment the company upon the
(Continued on page 4)
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