NOTIMBBB 17. 1921 



The Florists' Review 



37 



General View of Main Salesroom in New Store of Woodlawn Flower Shop, Seattle. 



H. E. Munday to fit the local require- 

 ments. This is semi-octagonal in shape 

 and is backed by mirrors of full height. 

 The flooring is of white vitrolite and the 

 outer wall is handled in verd antique 

 marble. Probably the most unusual 

 phase of this window, after its shape, is 

 the fact that the glass panels are joined 

 with cement instead of the usual brass 

 bars. This allows an unbroken view of 

 the window from any angle. 



Attraction the Keynote. 



Directly inside the door, and behind 

 the window, is .a small waiting section, 

 attractively fitted out with wicker chairs 

 and a settee, for the convenience of pa- 

 trons. The doorway has been attrac- 

 tively arched, giving the long interior of 

 the shop an attractive frame, as viewed 

 from the runway beside the window. 

 This gives a straight vista through one 

 side of the shop to a matched arch 

 doorway into the upstairs workroom. 



The walls of the shop have been fin- 

 ished throughout in a cream ivory, the 

 brilliant lighting on the flowers being 

 figured to produce the needed color con- 

 trast in the main salesroom. Four 

 square pillars divide this room and these 

 have been used to set in shelves for the 

 display of baskets. Similar shelving is 

 seen on one side wall. The service desks, 

 shown in an accompanying illustration, 

 are painted in cream ivory also and are 

 topped with spotless vitrolite. On the 

 Union street side of the shop, between 

 the display windows, have been installed 

 two specially glassed-in cabinets for the 

 display of novelty baskets, wedding 

 bouquets and other specialties. 



Space-Savers. 



The rear of this main room is occupied 

 l)y the of&ce, upstairs refrigerator and 

 the main ^oor wflikroom, as pictured 

 in the illustration )on page 36. The 



refrigerator is set in the dividing wall 

 between the office and workroom, with 

 the glass side opening onto the main 

 salesroom, affording more display space. 

 Adjacent to the Union street entrance, 

 which has an attractive curving stair- 

 way leading to the street level, is placed 

 a private office, and behind this is the 

 bookkeeping room. One space-saving 

 feature here is the placing of a small 

 safe under the stairway, giving the pri- 

 vate office use of this appliance with no 

 loss of floor space. The main floor 

 workroom, opening directly into the 

 shop, is kept as clean and neat as the 

 average shop. A stairway leads directly 

 from this to the basement salesroom, 

 where storage space, a paint room, a 

 decorators' room and a large workroom 

 are provided. 



Lighting as a trade drawer has been 

 especially featured in this shop. In the 

 main display window are twenty 100- 

 watt lights, with ceiling sockets for the 

 reproduction of interiors, a number of 

 wall sockets and attachments for three 

 large spot lights. The Union street win- 

 dows have eighteen 100-watt lights and 

 in the shop proper are a number of 300- 

 watt lights. 



Half-Dozen Points Gained. 



Other novelty features include an in- 

 let and outlet for water in the main 

 window and special storage bins and 

 racks in the basement workroom. Here 

 the knockdown boxes are kept in large 

 bins and on the top of each of these are 

 set three shelves to hold a stock of made- 

 up boxes. 



"Everything in the new store has 

 been handled in the light of one of six 

 points," says Harry A. Crouch, propri- 

 etor of the Woodlawn Flower Shop. 

 "Location, window display, flowers, 

 proper lighting, competent artists and 

 service are what we are using to bring 



business. Location means that the shop 

 is where the crowds naturally congre- 

 gate and window display is the lure we 

 use to talk to these crowds. Window 

 displays of flowers say to every passer-bj 

 our message in its fullest form. For the 

 interior, we know that proper lighting 

 and flowers mean a favorable impres- 

 sion, since a light, airy shop shows stock 

 to the best advantage. Artists and 

 service are the means used to impress 

 the customer after these other factors 

 have attracted him and to hold his busi- 

 ness interest. 'Say It with Flowers,' 

 from the retailer's standpoint, means 

 presentation of his stock at all times in 

 the best light possible." 



More than 10,000 visitors were han- 

 dled during the opening day, and since 

 then many thousands of others have 

 called. A window card, prominently dis- 

 played, calls attention to the fact that 

 "Visitors Are Always Welcome." 



M. M. 



CABE OF REX BEOONIAS. 



Will you give me some advice as to 

 taking care of Rex begonias and other 

 large-leaved begonias during the wintert 

 I am having bad fortune with them and 

 I do not know whether the temperature 

 in my liouse is wrong or not. 



E. J. W.— Mich. 



Rex begonias require some shade and a 

 fairly moist house. A temperature in 

 winter of So to 60 degrees at night is 

 l)etter than 10 degrees lower. Contrary 

 to common belief, overhead spraying on 

 clear, warm days is beneficial. If you 

 plant them below your benches, where 

 they will be frequently damped over, 

 they will luxuriate. They prefer a 

 light, well-drained soil to a heavy one. 



C. W. 



