The Emergence of Modern Shop Design in Britain

The Emergence of Modern Shop Design in Britain

Helena Rubenstein

Helena Rubenstein, Grafton Street, London
Erno Goldfinger (1902–87)
1927
Design for the interior, 1926
Charcoal and pastel on tracing paper

The 1925 Paris Exhibition and the coverage it received brought to public attention many new ideas in shop design from Europe. These first appeared in elite one-off shops, but later filtered down to provincial level and to multiples. There was a move towards cleaner and simpler lines. Façades were smooth and curved without fussy mouldings. New materials like Vitrolite, a type of opaque glass, gave the glossy finish of polished stone without expensive craftsmanship. Block or box letters, some in stainless steel, were applied directly to the fascia, often as the only decoration.

 

 

 

 

 

 

 


 
 
 
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