SOME DISPLAY SUGGESTIONS
SEASONABLE ADVICE AS TO THE ARRANGEMENT OF THANKSGIVING AND HOLIDAY DISPLAYS, ILLUSTRATED BY EXAMPLES OF THE WORK OF JEROME A. KOERBER OF PHILADELPHIA
For several years we have been publishing examples of the excellent work of Jerome A. Koerber, chief window dresser for Strawbridge & Clothier of Philadelphia. These displays have attracted so much favorable notice, and we have received so many letters concerning them, that we are publishing a brief article about Mr. Koerber and his work.
Although yet a comparatively young man, Mr. Koerber is a veteran in the window dressing business as he has followed this line of work since he was a youngster. Like several other of the leading decorators of America, his apprenticeship was served in Europe where he had charge of the windows of some of the most fashionable stores in Vienna and other continental capitals. After a number of years' service in the best stores of Europe, Mr. Koerber determined to try his fortunes in America, and his remarkable genius for handling all kinds of merchandise soon landed him in a good position in one of the best stores in New York. Here he remained for a number of years and laid the foundation for his American career.
But it has been since his connection with Strawbridge & Clothier of Philadelphia, that Mr. Koerber has done his most notable work. The Strawbridge & Clothier store is one of the largest in America catering to a high class trade, and the magnificent lines of merchandise carried, coupled with a liberal policy in the matter of window display, gave Mr. Koerber an opportunity to exercise his talents to the utmost. And he has taken advantage of the opportunity.
There are many window trimming specialists who have achieved distinction in the handling of some one line of merchandise, but Mr. Koerber is an all-round specialist. He has the unusual faculty of handling all lines of merchandise with surprising facility. No matter whether it be house furnishings or shoes or the costliest dress materials, he is equally at home, and when the display is done, (which seldom takes very long) it is well worth looking at. Nor does he confine himself to window dressing alone for his interior decorations of the big rotundas of Strawbridge & Clothier show some of the best work that has ever been done in this line. Perhaps the most notable piece of outdoor decorating ever attempted by a department store was that done for Strawbridge & Clothier by Mr. Koerber on the occasion of the Elks’ convention a few years ago.
While Mr. Koerber has great natural talent for his work, he modestly attributes his success largely to hard work and careful study. He is constantly on the alert for further information, and as a consequence he never grows stale. Much reading and critical observation of the work of others, combined with occasional trips to Europe, keep him well informed as to show what he is going on in the world of window dressing.
The several displays by Mr. Koerber that are reproduced in connection with this article are not chosen as representing the best of his work. but rather to show what he is doing all year round. These pictures were selected almost at random, and represent only what Mr. Koerber considers his average work.
The Christmas rotunda display is not nearly so elaborate as some of those that have been done by Mr. Koerber. Indeed this is quite simple compared with some of his interior decorations. The lower festooning was of white holly leaves tinted with green and made up into Roman garlands and suspended from plastic cupid's heads. These were hung along the lower gallery with pendants of the same leaves hung between the garlands. Along the ledge at intervals were large plastic figures in a frosted finish. Each of the figures supported above her head a vase or urn filled with red foliage which descended over the sides of the urn. Above was a 16-inch white globe on which were cut out stars in red. Between the figures were wreaths 3 feet in diameter and the entire ledge was studded with electric lamps covered with red fireproof paper shades. On the upper floor, at either end was an immense white holly wreath supported by two sitting cupids. From the middle of the wreath was suspended a large red glass illuminated ball. The festoons about the wreath corresponded with those on the lower level.
(In memory of my aunt Irene McShea Thompson,1913-2007, an assistant buyer at Strawbridge & Clothier, 8th & Market and Cherry Hill Mall)
The three opera windows, while all somewhat similar are reproduced to show how the same general theme can be carried out with sufficient variation to prevent monotony. In the upper windows were shown furs and other accessories of outer apparel. The background was a rich two-toned, red figured velour with plain velour panels at the sides. In front were three marblized plastic columns suggestive of theater architecture. They had gold caps and on top of each was an illuminated white globe. There were four figures wearing white fox and ermine coats. On a gilt table in the middle was a handsome white feather fan, gloves, opera glasses, etc. To the right was a gilt divan upon which were shown other accessories. The two other displays of this series were designed to suggest the interior of the theater with a proscenium box in either corner. The posing of the figures is worth studying and the whole effect of each of these windows is suggestive of life. They possess much more interest than is usually seen in windows of this sort.
The large toy window is of an entirely different sort. This display was made in the subway windows, and was 120 feet in length. In each section was placed a dome shaped frame covered with light red mercerized satine and draped with specially made heavy tinsel. The mirror covered columns were also draped with tinsel. The toys were all classified and judiciously arranged. This was one of the longest stretches of toys ever shown.
The other doll display was a mechanical interior attraction. A throne was made from a gilt chair up holstered in rich red silk velour, on which was seated Old King Cole in light blue and white apparel of kingly cut. At each side stood a popular dollar doll that was being featured in the advertising of the toy department at that time. Both were attractively dressed. Old King Cole was supposed to be introducing these two dolls to society.
Society was represented by a number of dolls on an endless belt. As they passed in front of the platform each one bowed and the two dolls on the platform gracefully bowed in turn. All the time King Cole was bowing and swaying his scepter from side to side. In the foreground were several handsomely dressed dolls. The scenery was made to represent a grotto. The drapery overhead and at the sides was red silk velour.
Dresden china window shows how still another class of merchandise is handled by Mr. Koerber. The background was in the style of Louis XIV in cream brocade with the molding, etc., touched with gold. The rose garland in the background was in metallic colors and surrounded a hand-painted oval panel in colors to harmonize with the decoration of the china. Two tall gold candelabrum with Dresden shades were used in the corners. The tables were covered with fine linen cloths and in the center of each was a Dresden candlestick tied with a French bow of nile green ribbon. The china was clustered at different elevations. From the gold candelabra was draped cream silk velour, which was puffed on the floor. At each end of the display was a large bunch of roses.
The dining room table is suggested by Mr. Koerber as a Thanksgiving feature. It is decorated for the feast and every little detail has been handled with the utmost accuracy. It shows how the table should be set correctly with the proper cloth, using china, glassware, silver and the various favors. As the correct setting of a table for a formal occasion is a good deal of a mystery to many women, a display of this sort will prove interesting. The fruit dish in the center of the table should contain real fruit and this feature can be made interesting by selecting the less common fruits as well as those that are seen more often. The candle-sticks may be of silver or crystal with chrysanthemum shades of red or yellow or a combination of these two colors. The favors and place cards should also carry out the Thanksgiving idea. There are other additions that might be added such as a real roasted turkey, relishes, cranberry sauce, etc. A display of this sort would be practical in that it would show a considerable number of lines in the manner in which they are intended to be used.
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