TITLE: THE ARCHITECTURE OF SHOPS)
The Architecture of Shops. Some knowledge of psychology is required in order to display merchandise in as attractive a manner as possible. Occasionally there seems to be a fight between the architecture of the shop and the things inside it. It is as if the former were trying to distract attention from the latter. This is not as it should be, for a shopkeeper’s main purpose is to sell his goods, rather than to give an architectural display. The building must provide a framework for the merchandise, and not a rival centre of attraction.
(TITLE: INTERNAL EQUIPMENT AND DISPLAY OF MERCHANDISE)
Internal Equipment and Display of Merchandise. Let’s look at the principles which determine the arrangement of merchandise inside the shop.
(SLIDE 1)
This image shows the interior of the new Lilley and Skinner boot shop. The policy of exciting interest with a very limited display of articles has been adopted here. Boots and shoes are not easily observed until they are brought fairly close to the purchaser. Consequently they are best hidden away in neatly arranged drawers.
(SLIDE 2)
Showing very few articles and producing them one at a time from some hidden source, may indeed, on occasion, be effective. But not as a general rule. In this image, showing Harrods’ umbrella counter, one can see a wide choice of umbrellas and sticks, and there is no doubt that this is satisfying to the customer.
The question arises; how far should the articles be arranged in a symmetrical pattern? This depends very largely on the quantity of the articles which the shopkeeper can immediately supply. In the arrangement illustrated here it would obviously be an artistic outrage were a customer to take away one of the umbrellas forming the fan-shaped pattern on the right.
If one were to choose a particular umbrella, it may be presumed that another one exactly similar would be supplied. Thus, the attractive pattern need not be broken.
But remember, a marked symmetry or formality in the arrangement of the goods may easily be overdone.
(SLIDE 3)
For purposes of display, informal arrangements are often more effective. The image before you shows an attractive pattern of scarves against a suitable background. It may be taken as a general principle governing the display of merchandise that every object must have a background.
(SLIDE 4)
The simple and elegant interior illustrated in this image was designed by Mr. Wells Coates. The articles, though few in number, are so arranged that one’s attention is riveted upon them. Here the architecture is made strictly subordinate to the function of the room, which is to provide a setting for objects of merchandise.
(SLIDE 5)
A great asset in a shop is a sense of spaciousness, and especially is this desirable in a showroom for furniture. This image shows an attractive and yet efficient showroom for this class of merchandise.
(SLIDE 6)
Books can best be displayed in a room which has some of the aspects of a library. This image of the premises of Messers B. T. Batsford, illustrates this point.
(BLACK SCREEN)
In the matter of shop interior design there is no need to insist on following any particular architectural style. Satisfactory conditions of display can be achieved in all styles provided they are properly handled.
When there is decoration, it is important that it should not distract attention from the merchandise. I cannot help feeling that in a great many of the modern designs for shops the decorative effects are too startling. The shopkeeper has a very legitimate complaint when this happens.
(TITLE: CONCLUSION)
In conclusion, I would say the main principle to be observed is that the decoration should emphasize the framework of the articles. If the decoration becomes obtrusive it is wrong.”
(LOOP TO BEGINNING)