Business screen magazine (1946)

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SPACE... Two innersphere theaters in lobby before entrance to large theater. Graphics on lobby wall elaborate "space" motif. Inside large theater, Higbee's spreads its good name on four square screens and one sphereshaped one. Putting their best foot forward. Higbee's presents merchandising plans. The (iwe screens offer "space" to create an environmental mv pression. 14 "I sec this business a bit diffcrcl ^ tly than my counterparts,"' con ■■^'* menis SantAndrca. The client is a •■■always the source of ideas." In department store merchandi -ing for instance, many stores are st ^ using the "dollhousc" styles — a "^ cording to SantAndrca — in whi( '' audiences walk through a room v terior. The problem with this ai proach, says the designer, is that ' shows only one idea at a time, ar it takes the whole display floor > show ten ideas. He adds that you can take a co cept. put it in a small theater, ai through slides and film, show hu dreds of ideas ti>gether. This shou not eliminate the walk-through d play: it should supplement it. "The purpose of one is to and sec quality: that of the i>ther to stimulate ideas," explains San Andrea. "The audiences walking throu a store tinJay arc prcdi>niinant young pei>plc. Sant'Andrea serves. 'Merchandisers arc si reaching them on a level of fi itr years ago. We must use the mc( that young people take for grant as part of their reality. "The display might be Ear' American, but I'm a 'mi>dern Saiil'-\iKlrea aiids. How can a 'modern " apply mu media for selling purpi>ses'.' "T theater," says Sant'.Andrea, '"is place for conuiuinicaiion . . . and i | i; natural for an exhibit prcscntatic with its potentially high ambi light situation . . ." One of Sant'.Xndrea's fa\or "theaters" is the innnci ihcuicr an open-ended structure that sen as a marquee to attract jx-t>ple, well as a theater. The one used the Higbee exhibit had been painted after use at a display I Knoll lnternatii>nal. Inside the ti ncl theater. \ iewers "felt" a sense BUSINESS SCRE' fe ::::fl in K ^