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spectacle to entice customers inside them and to stimulate desire and<br />
pleasure so that consuming, for the middle-class women who were their<br />
first customers, was perceived as a leisure activity rather than work. In the<br />
French department stores, Galeries Lafayettes and Bon Marché among<br />
them, consumers were given a sense of being practically exposed to the<br />
sky but nonetheless enclosed with a fantasy world. 12 This engraving of an<br />
interior in the Bon Marché store in Paris reveals an open, multi-storey,<br />
iron and steel structure. <strong>The</strong> cold, industrial nature of those materials was<br />
visually offset, however, by the presence of a variety of goods – items of<br />
clothing, lengths of fabrics and rugs among them – which were suspended<br />
from the balconies of the different floors and on lines hung between the<br />
building’s structural columns. One writer has described some of the ways<br />
in which that sense of being in a fantasy world was achieved visually.<br />
‘Display managers learned the new color theory and exploited color, often<br />
in the most adroit ways’, he has written. ‘<strong>The</strong>y decorated with puffed archways<br />
of colored silk; they hung garlands of flowers, draperies of colored<br />
plush, cages of colored birds. <strong>The</strong> biggest stores designed rooms . . .<br />
around a single color scheme. Green in all its tints and shades prevailed<br />
from basement to roof at William Filene’s Sons Company in Boston in<br />
1901.’ 13 By that time furniture sets and room settings were beginning to be<br />
used both inside American stores and in their windows to achieve an exotic,<br />
luxurious look. 14 ‘To obtain the desired effect of “Parisianism”, store<br />
managers imitated French salons . . . and even copied the complete inter -<br />
ior of a “real Parisian boulevard appartement”’, one writer has explained,<br />
demonstrating, in anticipation of the hotels and shopping malls of Las<br />
Vegas several decades later, just how effective evocations of the interior<br />
could be in stimulating the imaginations and fantasies of consumers. 15 <strong>The</strong><br />
evocation of the private sphere in the public context satisfied the requirements<br />
of familiarity, voyeurism, curiosity and wish-fulfilment. However<br />
the ‘spectacularization’ of the department store applied equally to restaur -<br />
ants, hotels, theatres and dry goods stores. 16<br />
By the end of the 1920s the furniture sections of American department<br />
stores had fully embraced the modern interior design style, known<br />
as Art Deco, that had become popular in Europe following the 1925<br />
Exposition Internationales des Arts Décoratifs et Industriels <strong>Modern</strong>es, and<br />
they had begun to display complete modern room sets, sometimes in<br />
partnership with museums. A mixture of modern French and American<br />
designs in room settings were shown at both John Wanamaker and<br />
Macy’s in New York in 1927. Macy’s cleared its floor of traditional pieces