パワーハウスミュージアムのインスタグラム(powerhousemuseum) - 7月12日 16時56分

Today's #PhotoOfTheDay is a quirky image is from a collection of photographs of window displays from Farmers department store between 1932 - 1947. This collection of photographs records the outstanding era of shop display design in Sydney.
The Home, Sydney's self-styled 'journal of quality', declared in 1929 that 'modernism in decoration has come to Sydney, and the man in the street may see it in David Jones' windows'. Henry Bindoff, who designed displays for David Jones and Farmers at different times from the 1920s to the 1950s, was described as 'Sydney's window wizard...Mr Bindoff with his amazingly clever window arrangements is educating the taste of the citizens of Sydney, teaching them to appreciate modern decoration' [The Home, September 1929]. City department stores played a leading role in introducing modern design to Sydney. Market Street competitors David Jones and Farmers boasted art galleries with a more contemporary focus than the Art Gallery of NSW at that time, while also promoting modernity in interior design and fashion.
Before the advent of suburban shopping malls, city department stores dominated the fashion and clothing industry. Along with press advertising, window displays were their prime advertising medium. With trading hours restricted, window-shopping was the main chance of many customers -especially men - to keep up with available products and trends. Hence the stores' considerable investment in their displays.
Apart from fashion, a feature of the collection are photos of several displays promoting various brands of cigarettes and cigars, a genre of advertising once ubiquitous, now illegal.

What do you think they're showcasing in this display?
#POTD #MAAScollection #DepartmentStores #Farmers #HenryBindoff #ItsAKnockout

Object statement
Collection of photographs, window displays, Farmers department store, made by Farmer & Company Display Department, Sydney, New South Wales, Australia, 1932-1947

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