A UNIQUE SHOP FRONT

Evening Star, Issue 14319, 18 March 1910, Page 6

A UNIQUE SHOP FRONT

D.S.A. NEW PREMISES. It is an axiom in business that goods well shown are goods half sold, and that is the principle which governs the display in the new D.S.A. premises, George street, which were tlirown open f o the jaiuhc yesterday. The window arruiß«hitns m the front"is unique in the Dominion, and deserves special description. But, apart from that, the management, with a splendidly lighted and lengthy shop 212 ft deep, have so contrived their centre stands thai a sample of almost every article in the building meets the eye of the purchaser on a 6ingle tour down the length of handsome carpet in the centre aisle. A large crowd of people inspected the premises yesterday, and by the thoughtful consideration and courtesy of the management were offered tea upstairs as they concluded their investigation of the choice dresses, cloaks, millinery, so tastefully arranged. The millinery department is a specialty of the firm's, whoso claim to pre-eminence in those lines it would be even more difficult than ungracious to dispute. It is certainly one of the largest, best-lighted, and appointed show rooms in the Dominion. But the chief attraction is ibe appearance and architecture of the front windows. By the introduction of "island windows" on a eorridor tiled floor, running back over 20ft to the real shop front, almost twice the window show has been obtained, and fully three times the spa** for people to view possible purchases. Somebody with an unfailing sense of color has had the dressing of these fine, show cases, and the arrangement is enhanced by the foliage and moss which back the picture. The D.S.A. bave made of the premises which they have occupied for ten years now a shop which takes second place to nothing in Australasia.