Multiples and Standardisation

Jaeger, Oxford Street, London

Jaeger, Oxford Street

Jaeger, Oxford Street, London
Frederick Etchells (1887–1973)
Photograph by Dell & Wainwright, 1931
Architectural Press Archive/RIBA Library Photographs Collection
RIBA Library Photographs Collection

From about 1930 Jaeger introduced a policy of using modernism in their shop interiors and promotional literature. The interiors, with their fashionable tubular steel furniture, were designed as backgrounds to minimal displays. The look of this Oxford Street shop is strongly reminiscent of a Hollywood film set of the period.



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