Arizona republican., 1920-10-19
PROPER LIGHTING IF SHOW WINDOWS
 DRAWS ATTENTION

Window shopping on Fifth avenue, New York. reveals the fact that dis play managers have taken more than a few notes from the notebook of the modern theatrical producer. The show window is like a little stage and the display man regards himself as a scenic artist and emulates the meth ods of the stage manager, in display ing merchandise.
 Consider the windows of the big stores, how artfully they are lighted! The display man is surely following in the footsteps of the theatrical man who carefully conceals his source of illumination. On the stage the mech anism of the lighting. the foot lights, border lights. flood and spot lamps are always masked or hidden from view. Similarly the mechanism of modern window lighting is often concealed from view the way foot lights are con- cealed.
 Tn the corner of one we'll known store on the avenue, regular foot lights are used very effectively with color screens to bring out certain color effects. These effects are ob- tained by the use of gelatine screens of different colors placed over the apertures of the standard show win- | dow reflectors. For example, here is a window with a single exhibit, a bird with beautiful plumage naturally en- dowed with beautiful colors. How shall these natural color effects be brought out to best advantage? By means oi modern color lighting.
 The single exhibit is a gigantic pea cock with outspread, iridescent tail. Or
 dow are several handsome fans mad, | of peacock feathers. The handsom'
 bird is specially lighted. Overhead a one corner of the window is a stan l dard incandescent stage spotlight s' focused that the tail of the bird is 1T
 the circle of the special illumination i There is low intensity of blue illum
 ination from foot lights. the regular lights being turned off. The combina
 tion is very impressive and a crowC gathers and marvels at the beautiful | effect without fully realizing that it i
 the special electric lighting that make
 the exhibit so impressive.
 Here is another window with a lam
 display These lamps are very hand
 some with silken shades and stan
 dards of Chinese porcelains of differ rent colors. Such a display demands
 handsome background and harmoniou
 surroundings. Here the background i
 distinctly oriental. The lamps are al
 mounted on IaDOuretS or tdENtO OA III
 laid wood while on the floor are beau
 tiful Chinese brocades. It is a won 7 derful window display and at nigh the special lighting makes it doubl
 attractive.
 Artificial light is one of the bes
 means at the disposal of both stag manager and display manager. al : though the former has realized an used it to better advantage than tn latter. but the display manager of tn modern city store has not been slow , make use of some of the effects whio ] are so impressive on the stage todd, 2 While the stage manager has Twin , figures to illuminate, the display man ! ager has wax figures. so he studies th . effect of direction of light from ovel
 head. the shadows are harsh and cor
 trasting. while illuminated from P semi -diffused light overhead and . front. the shadows are soft and nal 2 ural The predominating light is ree ], ulated accordingly.