“Whoever said money can’t buy happiness didn’t know where to shop” —Gertrude Stein
In 1900, L. Frank Baum published two books. In one of them, he said one must, “… arouse in the observer the cupidity and longing to possess the goods, to marvel at the beauty of the display.” No, he wasn’t talking about an Emerald City located somewhere over the rainbow. As the founder of the National Association of Window Trimmers of America, he published the first book dedicated to the subject in 1900, “The Art of Decorating Dry Goods Windows and Interiors,” (which came out the same year as “The Wonderful Wizard of Oz“).
Of course, shopkeepers had always displayed their goods. But in the Victorian era, the availability of large plate glass display windows combined with the arrival of the department store to usher in a new function—display as entertainment. The shop window…
View original post 1,807 more words