Music Trade Review
Issue: 1953 Vol. 112 N. 7 - Page 17
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
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n
Steinway Retail Salon Being
Redecorated for Centennial
For the first time since it was opened
in 1925, the first floor of Steinway Hall
on West 57th Street is undergoing a
thorough redecoration in preparation
for the Steinway Centennial Celebra-
tion, which opens in October and con-
tinues through the musical season of
1953-54.
Michael Revello and his associate.
Cosimo DeSalvo, interior decorators,
have been engaged to refurbish the
ornate rooms of authentic French and
Italian 18th Century decor. This is be-
ing done in such a manner as to pre-
serve the beauty of the paintings and
murals which were commissioned from
such noted artists as Paul Arndt and
\\ alters & Crowinshield.
The building itself is of 18th Cen-
tury English architecture, and the fa-
cade is of Indiana Limestone. It fronts
66 feet on 57th Street and 100 feet on
58th Street, with each floor having
18,000 square feet. The present struc-
ture replaced Old Steinway Hall which
stood on 14th Street, and which was
the musical center of New York from
1860 until 1890, when Carnegie Hall
was built.
When opened in 1925, Steinway Hall
was considered one of the most artistic
places of business in the country.
Lowrey Organo Kit Being
Used by Many Dealers
The Lowrey Organo Division of the
Central Commercial Industries, Inc. of
Chicago has just issued a kit to the
dealers who handle the Organo, com-
prising a circular poster on buff stock
printed in blue, which can be displayed
in windows and on the walls of ware-
rooms, in which it states: "Lowrey Or-
gano-organ music at low cost as easy
as playing your own piano—as adver-
tised in the Saturday Evening Post and
Better Homes and Gardens." Enclosed
also is a sheet, one side of which are
printed organ merchandising window
layouts, showing ideas for large win-
dows, small windows and medium win-
dows. On the opposite side are layouts
for interior purposes, showing a coun-
ter display, a wall and piano display,
a display at the cash register and a desk
display.
These displays use a counter card
which is also furnished with the kit
which can be stood up on an easel, in
which it says. "Organ music at low cost
as easy as playing your own piano.
Lowrey Organo, see it, hear it, here."
The illustration shows an organ being
played by a mother, with her son sit-
ting at her side.
THE
MUSIC TRADE
REVIEW, JULY, 1953
Young American Pianist to
Play The Baldwin in Rome
New York Division of NAPT
Visits Pratt, Read Plant
On June 22nd. Miss Vera Franceschi,
young (25) San Francisco-born concert
pianist, played the Baldwin concert
grand with the renowned Santa Cecilia
Orchestra in Rome. The Baldwin piano
pictured here was selected by the Santa
Members of the New York Division
of the National Association of Piano
Tuners and a few of their friends, re-
cently visited the factories of Pratt,
Read & Co., Ivoryton, Conn. Members
came from New Haven, Conn-, New
York City. Huntington and East Quo-
que, L. I. and Manasquan, N. J.
From the beginning of the keyboards
and actions in the raw lumber state all
the way through to the crating of them
for shipment to the numerous piano
manufacturers, the members were all
alert to the extremely interesting and
exacting processes which are part of
manufacturing so important a part of
pianos. The specially conducted tour
was under the supervision of F. Kelso
Davis, sales and advertising manager.
At the end of the tour Harry Firsten-
berg. Secretary said:
"We can now better appreciate the
problems and difficulties the action
maker has in producing an item which
must be so accurate for the proper func-
tioning of a piano and we hope that by
the questions asked of our cordial and
experienced guides, the action makers
realize more fully the problems we ser-
vice men have when called upon to
service the piano."'
Other recent tours included a trip
through the factories of the American
Felt Mills in Connecticut and The Vin-
cent Vilim Piano Hammer Factory in
Elmsford, N. Y.. and a tour through the
Steinway Factories in Astoria, N. Y.
MISS FRANCESCHI AT THE
BALDWIN
Cecilia Orchestra and was carefully
crated and shipped to Rome shortly.
A protegee of noted conductor Pierre
Monteux, Miss Franceschi went abroad
at the age of eight to study music at
Santa Cecilia Conservatory. She grad-
uated at the age of 13, and made her
debut at La Scala in Milan a year later
under Maestro Eredi, who will also con-
duct at her June 22nd concert in Rome.
Since her American debut at Town Hall
in 1945, she has appeared with the San
Francisco Symphony and Chicago Or-
chestra, at Lewisohn Stadium concerts,
and twice this season with the New York
Philharmonic during its nationwide
Sunday afternoon broadcast series.
Designed
For Mass
Acceptance
America's newest piano
style! Created to complement
the beauty of the finest
home and studio. Available
in all finishes. A brand
new source of sales for the
dealer. Valuable franchise
information on request.
1 6 0 - 1 8
S E V E N T H A V E
W H I T E S T O N E
5 7 , N . Y
17
\
n
Steinway Retail Salon Being
Redecorated for Centennial
For the first time since it was opened
in 1925, the first floor of Steinway Hall
on West 57th Street is undergoing a
thorough redecoration in preparation
for the Steinway Centennial Celebra-
tion, which opens in October and con-
tinues through the musical season of
1953-54.
Michael Revello and his associate.
Cosimo DeSalvo, interior decorators,
have been engaged to refurbish the
ornate rooms of authentic French and
Italian 18th Century decor. This is be-
ing done in such a manner as to pre-
serve the beauty of the paintings and
murals which were commissioned from
such noted artists as Paul Arndt and
\\ alters & Crowinshield.
The building itself is of 18th Cen-
tury English architecture, and the fa-
cade is of Indiana Limestone. It fronts
66 feet on 57th Street and 100 feet on
58th Street, with each floor having
18,000 square feet. The present struc-
ture replaced Old Steinway Hall which
stood on 14th Street, and which was
the musical center of New York from
1860 until 1890, when Carnegie Hall
was built.
When opened in 1925, Steinway Hall
was considered one of the most artistic
places of business in the country.
Lowrey Organo Kit Being
Used by Many Dealers
The Lowrey Organo Division of the
Central Commercial Industries, Inc. of
Chicago has just issued a kit to the
dealers who handle the Organo, com-
prising a circular poster on buff stock
printed in blue, which can be displayed
in windows and on the walls of ware-
rooms, in which it states: "Lowrey Or-
gano-organ music at low cost as easy
as playing your own piano—as adver-
tised in the Saturday Evening Post and
Better Homes and Gardens." Enclosed
also is a sheet, one side of which are
printed organ merchandising window
layouts, showing ideas for large win-
dows, small windows and medium win-
dows. On the opposite side are layouts
for interior purposes, showing a coun-
ter display, a wall and piano display,
a display at the cash register and a desk
display.
These displays use a counter card
which is also furnished with the kit
which can be stood up on an easel, in
which it says. "Organ music at low cost
as easy as playing your own piano.
Lowrey Organo, see it, hear it, here."
The illustration shows an organ being
played by a mother, with her son sit-
ting at her side.
THE
MUSIC TRADE
REVIEW, JULY, 1953
Young American Pianist to
Play The Baldwin in Rome
New York Division of NAPT
Visits Pratt, Read Plant
On June 22nd. Miss Vera Franceschi,
young (25) San Francisco-born concert
pianist, played the Baldwin concert
grand with the renowned Santa Cecilia
Orchestra in Rome. The Baldwin piano
pictured here was selected by the Santa
Members of the New York Division
of the National Association of Piano
Tuners and a few of their friends, re-
cently visited the factories of Pratt,
Read & Co., Ivoryton, Conn. Members
came from New Haven, Conn-, New
York City. Huntington and East Quo-
que, L. I. and Manasquan, N. J.
From the beginning of the keyboards
and actions in the raw lumber state all
the way through to the crating of them
for shipment to the numerous piano
manufacturers, the members were all
alert to the extremely interesting and
exacting processes which are part of
manufacturing so important a part of
pianos. The specially conducted tour
was under the supervision of F. Kelso
Davis, sales and advertising manager.
At the end of the tour Harry Firsten-
berg. Secretary said:
"We can now better appreciate the
problems and difficulties the action
maker has in producing an item which
must be so accurate for the proper func-
tioning of a piano and we hope that by
the questions asked of our cordial and
experienced guides, the action makers
realize more fully the problems we ser-
vice men have when called upon to
service the piano."'
Other recent tours included a trip
through the factories of the American
Felt Mills in Connecticut and The Vin-
cent Vilim Piano Hammer Factory in
Elmsford, N. Y.. and a tour through the
Steinway Factories in Astoria, N. Y.
MISS FRANCESCHI AT THE
BALDWIN
Cecilia Orchestra and was carefully
crated and shipped to Rome shortly.
A protegee of noted conductor Pierre
Monteux, Miss Franceschi went abroad
at the age of eight to study music at
Santa Cecilia Conservatory. She grad-
uated at the age of 13, and made her
debut at La Scala in Milan a year later
under Maestro Eredi, who will also con-
duct at her June 22nd concert in Rome.
Since her American debut at Town Hall
in 1945, she has appeared with the San
Francisco Symphony and Chicago Or-
chestra, at Lewisohn Stadium concerts,
and twice this season with the New York
Philharmonic during its nationwide
Sunday afternoon broadcast series.
Designed
For Mass
Acceptance
America's newest piano
style! Created to complement
the beauty of the finest
home and studio. Available
in all finishes. A brand
new source of sales for the
dealer. Valuable franchise
information on request.
1 6 0 - 1 8
S E V E N T H A V E
W H I T E S T O N E
5 7 , N . Y
17
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