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[THE SOVIET GUIDE FOR WINDOW DRESSERS] Vitrina magazina [i.e. Shop Window]

Livshits, Iu.

Moscow: Gostorgizdat, 1946. Item #779

40 pp.: ill. 20,5x15 cm. In original illustrated wrappers. Tears around the staple, small pale stains occasionally, otherwise very good.

First and only edition. One of 10 000 copies. 
 This is a nice illustrated handbook to the impressive window dressing. The author marked some key points like constructing various stands for different goods and creating the signboards composed captions and picture. Besides, he emphasizes that poor or wrong lighting may screw up any design, but effective lighting significantly attracts customers. For this aim, he examines the types of lamps and the methods of mounting them, raises issues of the reflected light on the display windows and freezing glass in the cold weather.
Underlining that design depends on the type of shop, its location and customers, the author reviews the principles of arranging goods in the shop windows presenting the food products, textiles and clothing, head covering, dishes and other items. The book also contains a bibliography of 10 sources that devoted to the shop dressing, colorimetry, psychology of advertising and shop lighting.

Not in the Worldcat.

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