The Art of Decorating Dry Goods Windows and Interiors

CHAPTER I.. How to Plan Store Fronts.

HOW TO PLAN STORE FRONTS.

In building a store on modern principles the front is more important than any other detail. For, a store being intended for the sale of merchandise, the front is the first thing that meets the public eye, and by its appearance the entire establishment is judged.

The size and shape of the windows depends, of course, upon the size and location of the store, but the principle consideration is to obtain as large an expanse of window as possible, and convenient entrances.

In single store fronts, which we shall use as examples, the ordinary arrangement is similar to that in diagram A, having the entrance, with double doors, in the center. This gives two good sized windows, if the front is of fair breadth, and admits the customer to the central aisle.

To avoid dividing the expanse of window, and to render the display more impressive, a popular arrangement is that in diagram B, having the entrance at one side. Which side to place the entrance is determined by the trend of traffic, the entrance being placed nearest to the busy portion of the street, as more convenient to the customer. Exception.—It is argued by some merchants that it is better to place the entrance furthest from the crowded portion of the street, as in this case the people must first pass before the window.

It will be noted that people intending to enter the store will not be influenced by the window display, in which case the location of the entrance is immaterial.

Diagram B shows the bevelled entrance, slanting diagonally from the front window to the door, and thus giving the public a glance at the small side window in passing or entering. In diagram D we show the curved front, in which the side window is a curved or semi-circular pane. This style is very attractive, but more expensive, and is more liable to be broken than the flat pane.

Diagram C shows one of the most popular arrangements of store fronts. This allows for a double entrance, with a broad expanse of window between. In wide fronts these entrances are double doors, in narrower fronts a single door is sufficient. Variations of this front which has bevelled entrances, are shown in diagrams E and F. The first has the semi-circular end panes, which are recommended as especially imposing, and the latter shows a square perfectly rectangular turn for the side panes. The advantage claimed for this method is that it attracts the attention of those approaching the window more quickly than will the slant or curve, but this does not appear likely unless the front projects beyond the line of the building.

The large central pane, with double or single side entrances, is a very successful style of front, and is strongly endorsed by those who have used them.

It sometimes happens that thick pillars of masonry obstruct the front, as shown in diagram G. In this case the window panes should be set at the outer edge of the pillars, rather than against the inner edge, as much of the effect of the front would be lost by the projecting pillars. The entrance, however, should be set at the inner edges of the pillars, as indicated.

Posts are always to be avoided in window spaces, and there is seldom an occasion where they are really necessary. But where a front is rebuilt or altered and posts cannot be avoided, they should invariably be set directly back of the window frames, as shown in diagram H. When they are placed in this manner each window has a clear space back of the pane, and the decorator has an opportunity of putting one distinct trim in each window. But if the posts occupy the center, or even the sides of the window, no decorator on earth can trim the space properly or effectively.

Diagram H also illustrates the continuous front, where many windows are placed side by side. Any of the fronts previously described can be so extended indefinitely.

There are many other styles of store fronts, but most of them come under the head of “freak fronts,” and are only appropriate for the special buildings for which they were designed.

The main points to consider in building a front, are, (a) to get as large an expanse of glass as possible; (b) to use iron framework, occupying the least space where the panes join; (c) to avoid the use of posts back of the panes, but where they are necessary to place each post behind the point where two large plate-glass panes are joined together.

A new idea in show window fronts is to allow the two sheets of glass to come together at the corners, where they are held by brass braces and set screws so that there is no corner space at all. This arrangement looks well and has several advantages. The glass is less liable to break than when set against a post or frame; and all shadows in the window are avoided.

Last, if you have an old-fashioned front, get your landlord to take it out and replace it with a modern, plate-glass front. If he refuses, move elsewhere. You cannot afford to be in the mercantile business without good windows to back up your enterprise.

CHAPTER II.. The Show Window.

THE SHOW WINDOW.

In attempting to explain the fundamental principles of successful store decoration, the window is the first thing to be considered, and there are all kinds of windows, little and big, upright and oblong, cramped and spacious. Some are hard to get at; some have big, awkward posts in them; but no matter what they are or how undesirable they seem, remember that anything with a pane of glass before it may be made a show window.

Build a window floor on a level with the lower edge of the glass; build it strongly and make it as deep as you are able. Three feet is a fair depth; six feet is not too deep.

BOXING A WINDOW.

In order to produce a good window there must be a proper foundation to work upon. An open-backed window is an impossibility as considered from a window trimmer’s standpoint, save in very few cases where articles are small and only require a window shelf to display them.

All windows should have a substantial board backing and sides extending about one-half the height of the window itself. A door should be made in this at one side, to permit the trimmer easy entrance and enable you to reach any goods you may wish to withdraw from the window. Above this backing it is desirable to have a sash reaching to the ceiling, which will serve to admit light and prevent dust reaching the trim.

The distance of the backing from the glass is a matter of choice. Some prefer very deep window embrasures, and for furniture, carpets, stoves and like bulky articles, they are undoubtedly best. For displays of light, small articles, a shallow window is very desirable, and furnishings, notions, etc., may be effectively arranged in thirty inches space. For the general window, however, where various classes of merchandise are required to be exhibited, a depth of from four to five feet is best; and even six feet, especially for a clothing or cloak trim, is not considered too deep for good effects.

The floor of the window embrasure should be made perfectly level, as this will admit of more substantial framework than an incline. A removable, sloping floor may be provided for use when desired.

Against the solid backing brackets and shelves may be secured, their arrangement being altered as occasion demands. It also admits of tacking the draperies in a substantial manner, and there is a satisfaction in knowing your window is solid and that any fragile articles displayed are perfectly safe.

HOW TO WASH WINDOWS.

A clean window pane is a necessity in a show window. Nothing destroys the attractiveness of a really good display so readily and effectively as a streaked, flyspecked glass in front of it.

Many merchants dread window washing day. It shouldn’t be a bugbear when a simple method like the following is understood. Wait until the sun is off the window, for if the sun is shining on the glass it will look streaked after drying, irrespective of the amount of muscle expended in the rubbing. Dust the window thoroughly, inside and out, and don’t touch the glass until after the inside woodwork has been cleansed. Use nothing but warm water, mixed with sufficient ammonia in washing the glass. Steer clear of soap. Dry the windows with the rubber cleaner or soft cotton cloth. Linen leaves lint on the glass. Polish with paper; that’s all that’s necessary.

TO PREVENT WINDOWS FROM FROSTING.

One of the merchant’s greatest trials is the sweating and frosting of windows in cold weather, rendering them useless for display purposes at the very season when they are most valuable.

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