Show DISPLAYS 0 OF FIFTH AVENUE SHOPS i t THEATRICAL Electric I Lighting Effects tP duce Soft C Colors lors of Natural Objects s c shopping shopping- on Fifth FlUh avenue tr t.- r. r dew ew vir Y York rk reveals the fact that ds- ds pia managers have e taken taker more than fety a notes from the notebook of ot the a 1 theatrical producer The tj plow w window is like a little stage f alia anatlie display man regards himself f its g's A d d scenic artist and emulates the methods methods- of ot the stage manager In d displaying merchandise i 7 i f Consider er the windows of the big 5 stores how artfully they are lighted I i. he The display man is surely following I in the footsteps of the theatrical man who y oj Who echo carefully conceals his source of I Ili I li l On the stage the mech- mech t sm of the lighting the footlights mech-I mech bord order r lights flood and spot lamps re always masked or hidden bidden from fromI I I J W. W Similarly the mechanism of ot nw rn window lighting is often otten cona con- con aed a ed from view the way ay footlights re ite V concealed In the corner of ot one well known s stage re on the avenue regular footS foot foot- V S lights are used very effectively with i color olor screens tb to bring out certain KM Io t color al l effects Affects These effects are ate ob- ob I j p by the use of ot gelatine screens r 5 of ot different colors placed over the I JJ apertures of ot the standard show win win- winI I 7 i flaw reflectors For example here is Vi window with a single exhibit a V bird with beautiful plumage naturally yV j Endowed with beautiful colors How ll these natural color effects be bey y Y y r out to best advantage By m means ans of ot modern color lighting Jf b iS The S rhe single exhibit is a gigantic pea- pea Nock jc ock with outspread iridescent tall On the s softly carpeted floor of ot the thep p f are several handsome fans made J made of peacock feathers The handa handsome hand- hand 1 a some me bird is specially lighted Overs Over- Over s al at t one corner corner- of ot the window is isiS a aj sla incandescent stage spot- spot I so S focused that the tail tall of a aSS SS low y of ot blue illumination t is There Is a low Intensity of blue F from ii footlights the regular flights lights being turned off The combi- combi t aK nation is very impressive and a crowd it gathers and marvels at the bea beautiful L effect without fully realizing that it I q is Js the thee special electric lighting that the exhibit makes so impressive I 1 J Here is another window with a lamp t lamp amp amp- display These lamps are very handsome with silken shades and standards of ot Chinese porcelains of ot different colors Such a display demands de demands demands de- de mands a handsome background and harmonious surroundings Here Hero the background is distinctly oriental The lamps are all mounted on of ot carved or inlaid wood while on the floor are beautiful Chinese brocades It is a wonderful window display and at night the special lighting makes It 11 doubly doubly attractive Artificial light is one of ot the best I means means- at the disposal of ot both stage manager and display manager al although although although al- al I though the has realized and used it to better the latter but the an ger ot of the modern city store storo ot of been slow to make use o ot of so som f the effects et- et which are so 50 S s ste Ie on onstage the I stage today While the stage trie stage manager manager manager man man- ager has has' living figures figures- t to Illuminate I the display manager ha has had wax figures so 80 he studies the effect ot of direction I of ot of light on a lay Jay figure Illuminated I I with a strong beam of ot light from overhead the shadows are Ire harsh and contrasting while white illuminated from a light overhead and in front the shadows are soft and nat nat- ural The predominating light is regulated regulated regulated reg reg- accordingly |