Theory and Practice of Modern Shop Window Displays

Výkladní skříně: jejich význam, úprava a návod, jak se stanou úspěšnějšími [Shop window displays: their significance, design and instructions for greater success].

Atelier Henrych (Josef Henrych).

Prague: Nakladatelství Dr. Eduard Grégr a syn pro Reklamní klub v Praze, 1942. Quarto (29.2 × 21.3 cm). Original printed boards; 120 pp. of text with numerous photographs and drawings, followed by [33] pp. of plates, with two images per page, printed to rectos and versos. Lacking the dust jacket; hinges shaken; still good or better.

A remarkably well-rounded photo-illustrated anthology of research on all manner of questions related to shop windows and display cases. Preface by Miroslav Sutnar, followed by contributions by Jan Brabec ("On the significance of show windows"), Jaroslav Baborovský ("The history of the shop display"), Bohumil Häckl ("Shop windows and advertising"), Miroslava Horáková ("The consumer and shop displays"), Josef Hesoun ("The architect views a shop window"), Jiří Haller ("The philologist and the shop window"), Jiří Solar ("Toward a psychology of the shop window"), Jindra Vichnar ("An exhibition behind glass or a sales offer?"), and numerous others, on all aspects of shop window display design, photography, lettering, choice of goods, as well as a humorous look at mistakes in window design and better solutions. With many sample photographs and related ads in the back.

Published by "Reklub" – short for Reklamný klub československý, or the Czechoslovak advertising club, which was founded to offer a community to various artists, designers, and texters active in the bourgeoning field of commercial advertising. Its aim was to defend the interests of agencies and individuals, and to inform about news of international advertising, and to provide a sense of community. The Club existed until 1949 and was the subject of a recent study by Dušan Pavlů.

Binding designed by the architect Josef Hesoun, who also contributed to the volume.

As of October 2023, KVK, OCLC show one copy in North America.

Book ID: 52598

Price: $450.00