42 



The Florists^ Review 



lUMKMiiKit :» l'.t::ii 



An Unusual Spaciousness Characterizes this Store Interior. 



)i;iiii(p|iN, so lio tlii'V ]pr('J'(T to tiiiili- .il ;i 

 store that sends some jiresliye with its 

 wares. That is wliat is kiidwii as a 

 "name"' making sales. Tlie (|iiality nl' 

 stock at a store may he no hetter than 

 that at the one two l^lm-ks down the 

 street, tlie work may he no hetter jier 

 formed, yet tlie ''name'" of one draws 

 customers the other cannot get. One (if 

 the most potent factors in making a 

 "name'" is a flower shop's appearance. 

 Certainly no shop that is not of excel 

 lent appearance can be considered in tlie 

 fashionahle class. 



How [jowerfnl is this nioti\o of fash 

 i(Uial)leni'ss in winning husiness is not 

 always ajijireciateil. A prominent figiui' 

 in the tield of advertising niercliandis 

 ing reiterates that if he can ]<u{ a jirod 

 uct into a few of the best homes in a 

 eommiinity he can be certain of selling 

 it to a large number of other citizens. 

 The po])ular desire to be in style, that 

 not so liigh in value. While a conserv 

 of mimicry in the human race, sways 

 the nia j(irit\ u{ buyers of every retaihd 

 commodity. It is a jiotent influence in 

 this traile. and it is aroused hy nothing 

 so much as by a stylish store. 



Constituents. 



If tlu llonst a]ipreciatcs this (|iialit\'. 

 he no doubt will recogni/e ilii> coll^litll 

 ents of stylishness in a (lower slio]i. It 

 is not the intention to go into tlu'sc in 

 detail, ii'Y they 1ki\i' been dwelt upon 

 from time to time in these ciduriin^, :il 

 greater 1. ngth than would here be po> 

 siblr'. M ..ir(.\ er, dilTi'rciit sit u;i t ions a t' 

 ford grratiu orijiort unit ies or p(rli;ip-< re 

 strict tlo'Hi. A shop ill a crowded Imsi 

 lie^s center e.'innnt be the same a^ one in 

 a residi ?ic. district where le;il ivt;:Ie iv 

 not \;ilued so hi;;lily. While .-i cMn-er\ 

 ator_\ i- -enel.-iliy held, imw .-oliiy-. to 

 add inucli to ;i ^tore's sale> ;ibilit\. p:ir 

 ticul;irl\ in |d;ints, yet there are condi 

 tiolis that do not allow thi- fe;itiire and 

 flower shop-, so restricted .■ire .•iriione the 



n:ost SUi-cessful. 



l.ar:;e vlmw window^, lio\\e\er. ~eein 

 To be 111 \ :i I j;i I, I \ iN<i nt i:i I. ;i- iinicli -o 



,iv comfortably arranged inteiiors. The 

 presence of chairs and benches arranged 

 t'oi customers' convenience, desks at 

 which to write cards and orders, cases 

 and tables that show, rather th.an hide, 

 .accessories and stock for sale, has been 

 generally accepted as indispensable. 

 One might name more of the features 

 of sindi stores, but study of stores 

 .imong the newest and tu'st .afiords a 

 better means of guiding those tlorists 

 who wish to adxance still farther .along 

 this jiarticular p.ath of the trade's 

 progress. 



In Kansas City. 



.\t the top of ji.age 4 1 is shown the 

 exterior .and abo\c, on this |iage, the 



interior ol' the newest and one oi' the 

 linest stores in Kans.as ('ity. The open- 

 ing ol' (he new store of tin; Ohancller 

 l.andscajie Ac l''liir;il ('o., Kansas City, 

 Mo., took ]ilace Saturday, November 20. 

 It is at Forty-seventh street and Mill 

 < 're(d< |iiirkway. The location is admir- 

 • ibly adapted to a shop of its kind, be- 

 ing .at the entrance to the country club 

 ,ind ill a sidect residence district, where 

 liiisiness is restricted and sho|»s must 

 conform to artistic ;irchitectiiral design. 

 Harmony of line, color .and arrangement 

 lia\e b(>en combined in the building and 

 grounds. The store is fiDxGO feet, 

 rounded in front, with seven large plate 

 glass windows facing the boulovard on 

 the south and east and Porty-scventh 

 street on the north. It is of cream 

 stucco, in th(» Spanish style of .architec- 

 tiire, with trimmings of Idue and brown 

 and a red tile roof. The interior is 

 (iiiished in ivory and soft gray, with 

 sand shade silk hangings. The floor is 

 marble. An ic(d>ox with circular front is 

 built in and has a capacity of 900 pounds. 

 Ivory wicker furniture is upholstered 

 in old blue tapestry. Lighting is 

 from the ceiling through ground glass 

 globes. A conservatory ojiens from the 

 store by means of French doors, giving 

 .1 full \iew of ])ot and foliag«' i)lants of 

 .ill descrii)tions. Concrete walls, stuc- 

 coed in cream color, match the color 

 scheme of the building. The smoke- 

 stack .also is covered with cream color 

 stucco. The conservatory is iGx?.") feet. 

 Heating ]iipes and hangers are bronzed 

 to give added beauty to Ih-- place, 

 t'ement walks are used throughout, in 

 order that customers may inspect pur- 

 chases without the usual annoyance of 

 mud and water in the paths. 



Three 36x100 pipe-frame liouses, 

 heated throughout by gravity steam, 

 were installed by the American (ireen- 

 honse Mfg. Co., which planned and built 

 the entire range. The boiler house is 

 a stucco building. The total <'ost of the 

 |il.aee is between $50,000 and <i<)0,000. 

 \i. 1.. Motes, decorator for the com- 

 p.iiiv, ari-.angeil the ferns, baskets and 



S'jcli a Store as This Is Something More Than a Salesroom. 



