24 



The Rorists* Review 



OCTOBBB 20, 1921 



means flowors, and tliis not only through 

 their actual (lisphiy but also by the use 

 of our slogan on miniature ijignboards 

 and park benches and at other plausible 

 I)oints. In short, plausibility of detail 

 not only attracted but also held the 

 crowds before this window. 



Second Prize. 



A real live messenger, Mrs. Waters' 

 own young son, was tlie novelt_v feature 

 in the window of Mrs. Percy Waters, 

 444 Danforth avenue, winner of the 

 second jjrize. The earnest manner in 

 which the liveried little chap waved liis 

 V. T. D. cards ■•md messages from siile 

 to side attracted the attention even of 

 the passing antoist, and more than one 

 drew uj) beside the curb to add to a 

 fleeting glance. 



Above a large map surrounded with 

 plants and flowers, that formed the 

 background of the window, stretched a 

 large sign, "The Sun Xever Sets on 

 V. T. D.," and over all flew an aeroplane 

 marked, "F. T. D.— Fastest Service in 

 the World." In the foreground was a 

 representation of the telegraph idea 

 similar to that displayed by the winner 

 of first prize. Telegraph poles, elec- 

 trically lighted, stretched from coast to 

 coast. In the center, also, was the 

 Waters' shop with delivery car and mes- 

 senger. On one side of the window was 

 the messenger at the door of the little 

 log cabin; on the other, he knocked at 

 a pretentious dwelling, thus bringing 

 out the idea that flowers by wire will 

 be sent everywhere, from the humblest 

 home to the most palatial residence, and 

 all with the same alacrity of service. 



Particularly effective was the com- 

 plete pasting-up of the entrance door 

 with telegraph orders, suggesting to the 

 passer some of the occasions on which 

 flowers are sent. These and F. T. D. 

 posters scattered about the window did 

 much to advertise flowers by telegraph. 

 Effective detail also markedly charac- 

 terized this window. 



Third Prize. 



Curiously enough the winners of all 

 three prizes elaborated somewhat dif- 

 ferently the similar idea of a miniature 

 likeness of the florist 's own shop and a 

 telegraph system stretched from coast 

 to coast. Such, therefore, was the main 

 idea of the window of the third prize- 

 winner, J. J. Higgins, 273 Yonge street. 

 The effectiveness, however, with which, 

 in each instance, this idea attracted the 

 passer-by was proof positive of its sell- 

 ing value. 



The entire background of this win- 

 dow was a huge oil-painted canvas of 

 mountains and prairies and telegraph 

 poles, typifying well the vast distances 

 to which the telegraph in a few hours 

 will carry the message with living 

 flowers. 



The use of dolls almost resembled a 

 pleasing stage setting and thus, draw- 

 ing on the imagination of the passer-by, 

 caused him to linger. On one side was 

 a dapper looking young bachelor stand- 

 ing before the Higgins shop remarking 

 to a charming capped-and-aproned maid, 

 "I want to send flowers to a friend in 

 New York. Do you send orders by tele- 

 graph?" To which the maid replies, 

 "Yes, we are members of the F. T. D. " 

 Then we see speeding over the wires a 

 cupid messenger and on the other side 

 the auburn-haired Cleopatra-gowned 

 widow in black satin and emerald green, 

 receiving graciously from the messen- 



ger of Max Schling, in New York, a box 

 of choicest blooms with the message of 

 her admirer. In the background is the 

 Max Schling shop and delivery car. 



In the foreground is a large poster of 

 birdies on a telegraph wire, singing, 

 "Say It with Flowers." Here, too, the 

 idea of flowers predominated through 

 their profuseness. 



Certificates of Merit. 



The outstanding feature of the win- 

 dow of the shop of H. G. Dillemuth, 123 

 King street, awarded a certificate of 

 merit, was a huge globe of the world, 

 covered with moss and ripi)ling or puck- 

 ered sea-blue chiffon. Encircling it in 

 gilt letters on a background of dark red 

 was a band with the words, "F. T. D. 

 Sends Flowers Any Place in the World 

 within a Few Hours. ' ' Those who would 

 experiment with this particular chiffon 

 effect in globe-making will find it singu- 

 larly attractive as well as novel. Here, 



People spend five iJouftRS aiore. 



REA-OILV than AN\- other SoM Of MONEV 

 SKiS FLORISTS -reLE.CRAPM ASS'N DSLEGWTE 



Toronto Star's Version of Stompp. 



too, were the telegraph poles suggesting 

 F. T. D., the wee house on the hill typi- 

 fying the destination, and the luxurious 

 use of flowers emphasizing the medium 

 or purpose of it all. 



George W. Warren, on Bloor street, 

 also winner of a certificate of merit, 

 used wooden painted telegraph messen- 

 gers in rather large size, in preference 

 to dolls or manikins. These, stationed 

 on either side of the window, each 

 rested an outstretched hand on a huge 

 basket of roses. The background was 

 a bank of flowers and greens against a 

 dark-colored screen. The foreground 

 was a stretch of telegraph poles and a 

 globe of the earth, with a miniature 

 telegraph station in one corner. Here 

 green velvet instead of moss formed 

 the base or body effect of the window. 

 The focal point was, fittingly, a large 

 poster of welcome to F. T. D. visitors 

 at the Toronto convention. 



Honorable Mention. 



The window of Dunlop's, Ltd., 10 

 Adelaide street, awarded honorable 

 mention, was by night perhaps the most 

 attractive of all Toronto's F. T. D. win- 

 dows. The use of concrete, electrically 

 lighted lamp posts, similar to those 

 found along the boulevards and park- 

 ways of our country, in addition to the 

 wee lights of the telegraph poles, gave 

 a soft brilliance that alone sufficed to 

 light this window and make it the 

 cynosure of passing eyes. 



The lighted highways were two, one 

 stretching from east to west, and at the 

 ends the signs, "Flowers to West," 

 "Flowers to East;" the other running 

 from north to south and terminating in 

 similar signs. A telegraph messenger 

 with floral box sped along each highway, 

 and up in one corner was the home on 

 the hill surrounded by greens and flow- 

 ers. A central point was given the win- 

 dow by installing a lagoon with lights 

 about it and graceful wax maidens re- 

 clining beneath the trees of its park- 

 like surroundings. Altogether the ef- 

 fect was one of artistic simplicity. 



Best of all, though, and an idea well 

 calculated to give a realistic effect, was 

 the placing at one side of a full-sized 

 office desk with telegraph apparatus 

 and wires running into the window dis- 

 play. On its top was a profusion of 

 F. T. D. orders. 



Creditable Mention. 



The People's Florist, 92 Adelaide 

 street, of which Mrs. Moore is the pro- 

 prietor, given creditable mention in the 

 contest, emphasized an idea not brought 

 out to any marked extent by other con- 

 testants, that of sending flowers by wire 

 as a bon-voyage message to travelers 

 leaving our shores. 



A huge boat christened F. T. D., with 

 miniature boxes of rosebuds in the stern 

 was in the Quebec harbor. On the elec- 

 trically lighted wharf and within the 

 dock house labeled, "Quebec Harbor," 

 were boxes of flowers. To add to the 

 realism of the picture, a lighthouse was 

 on one side and the telegraph station on 

 the other, its roof made of a telegram. 

 The shore was a background of plants 

 and flowers, and cards and posters em- 

 phasized the idea that florists deliver 

 orders anywhere in two hours. 



A telegram to Dawson City, Alaska, 

 reading: "To mother: A bouquet; 

 many happy returns of the day. Son," 

 represented distance, and hand-lettered 

 posters such as the following bespoke 

 the telegraph idea and occasions on 

 which to send flowers: 



We can use flowers 



Everywhere 



To drive away sorrow 



And dull care 



For we are members of the K. T. D. 



Florists' Telegraph Delivery. 



JAEGER'S F. T. D. WEEK. 



While brother florists at Toronto were 

 discussing the advisability of a nation- 

 wide celebration of F. T. D. week, one 

 of the stay-at-home members, hindered 

 from attending by the great distance 

 from the Pacific coast to the convention 

 city, undertook such celebration all by 

 himself. The illustration on page 23 

 shows how F. C. Jaeger & Son decorated 

 their window, at 141 Powell street, San 

 Francisco. At the back an almost life- 

 size Mercury flies over a revolving 

 "world" of white, yellow and blue sta- 

 tice. Around this are telegraph wires 

 and posts. Baskets of cut flowers sit J' 

 alongside the telegraph line. On a map^ 

 at one side the principal cities are^o- 

 cated by electric lamps, which illumin- 

 ate the map at night. In front is the 

 facade, in miniature, of the King Ed- 

 ward hotel and before it a card reading: 

 "Toronto, Can. This is where our F. 

 T. D. brothers will hold their convention 

 Oct. 11-12-13 and will announce new 

 plans, making the florist telegraph de- 

 livery more efficient than ever, enabling 

 you to remember your friends in any 

 part of the world within a few hours. ' ' 



