The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1913-04-05
CLASSY SALESROOM
FOR MAXWELL CO.
Handsome, Up-tO-Date Place Is
Located at Woodward and
Warren-aveS.


omest and best lighted automobile
showroom In Detroit, and one that
glasses with the mot modern any
where, Is to be seen at the corner OF
Woodward and Warren-aves-the
headquarters OF the Maxwell Motor
company, Of which Walter Il. Elan
ders Is president and general mana
ger.
The executive and sales Offices OF
the company, which have recently
been removed from New York to De-
troit. occupy the entire second floor
Of the building These offices are
models in their way. being roomy.
we'll lighted, and located as they are
in the very center Of the city are
most accessible.
Interest centers, however, In the
sales and showroom on the ground
floor.
Here is a room, ssx11a feet with
out a post or a column.
On the Warren-ave. side are two
plate glass windows each 18 feet
wide by 10 feet high.
On the Woodward-ave. side are
two windows Is feet wide by 10 feet
high; three windows 16k feet wide
by 10 feet, and at each side OF the
entrance Is a window seven feet wide
by 10 feet high.
This offers space to show several
cars, OF all sizes and types. The
lighting is perfect. No shadows. no
~trh h<~vp
up TO still better Advantages
rather the cars do--for the windows
and the lighting scheme were work.
ed out with the idea Of displaying
the product. not the room.
IL am proud to claim credit for
this window" says Advertising Man
ager. e. lie Roy Pelletier. "Mr.
Flanders turned the architect over to
me. giving me carte blanche to de-
sign or decorate It as ] thought best
only that 1t must eclipse anything
else In Detroit.
Now, I could have had a mahog-
any OF Circasian Walnut Interior
but contend that we are not in the
lumber business Our aim Ia to show
our automobiles to the best ad-
the Vanished monotone Of the car
In competition with a masterpiece Of
the cabinet makers art.
Yet that is what most architects
do In designing an automobile show
room-they concentrate the gaze and
the interest Of the passer-by on the
scenery instead OF the actors.
THE same Is true Of lighting
How many well lighted show win
dews are there in Detroit The very
fact that you must have space and
depth to show automobiles Is what
creates a problem In lighting that
you do not have In a shallow window
"A dry goods store for example.
THE principles OF lighting are
simple-strange so few understand
how to apply them. The few auto
mobile windows that show up we'll
or rather sho wthe product to ad-
vantage-by artificial light. are ag-
gravatingly full OF shadows and re-
Elections by daylight The plate
glass becomes a mirror rather than
a window.
Tho our showroom Is compare
lively inexpensive In decorations. 1t
is ideal for the purpose--the solid
dull cream walls making an ideal
background for the highly polished
dark colored cars.
"By daylight you can see the full
depth Of the room. and by night the
glass diffuses the light evenly all
over the room. while the concealed
border and footlights illuminate the
n -
eyes OF the on-looker.
I'VE are proud OF our showroom
only thing lacking cars. Demand
liz so insitent we have not been able
to keep enough In stock TO show the
full line OF models We hope to
catch up soon. however"