SUBJECTS of INTEREST
BILL EASTER
Collections II
shopfronts
How, via your shopfront, to reflect your identity as a business in a busy shopping street such that you will get noticed, be remembered, and indeed re-visited, by customers has brought about a rich tradition of shopfront design. I first started photographing them in the mid 70's simply because the occasional example appealed to me although at the time I never stopped to think too much about why. As time went on and my small collection grew I noticed I had a preference either for shopfronts that had been professionally designed to create a balanced visual whole, or for those which had been devised by owners of more modest means. Whilst the more sophisticated confections usually followed the styles and trends of their time, the basic designs had, and still have, a sense of honesty and timelessness about them. By combining good proportions, intelligent use of materials, quality craftsmanship and attention to detail the professional designs usually succeed in conveying a sense of style, status and pride that reflects the owner's ideas. Yet the more modest 'vernacular' shopfronts still manage to hold their own, often making intelligent use of their particular situation, charming ideosyncratic touches and innovative ideas. In this small collection are some of the more grand, quaint, straightforward, distinctive and elegant ones I have noticed over the years.
Over time shopfronts have developed a nomenclature all their own which has enabled both the owners and their designers, architects, craftsmen and contractors to communicate clearly with each another. Thankfully, local authorities have become more aware of the value of older shopfronts to the quality of the shopping experience in their area and have begun to inventorise and protect them from the ravages of modern commercial demands. Even so it often surprises me how badly some magnificent shopfronts have been treated by insensitive owners, apparently intent only on the making of a fast buck - witness the sad state of Chards on Gloucester Road today...
shop fascias
The fascia is perhaps the most important element of a shopfront, the place where the name of the establishment is proudly displayed. I have been snapping shop fascias on and off since about 1975 and have mostly been drawn to those that exemplify the traditional signwriter's art and craft. Today this art is making something of a comeback, although the sharp, computer-cut sign is still often the first choice of many entrepreneurs. What strikes me about the older designs is that they are noticably more individualistic affairs featuring unique combinations of lettering, colour, material and composition. Whilst much of the lettering appears to be derived from existing print typefaces it almost always has distinct personal touches and styles designed by the signwriter that make conventional categorisation nigh impossible. Intelligently breaking the rules and mixing and matching elements from different traditions and systems is one of the identifying characteristics of the traditional signwriter. It intrigues me too, that gold features remarkably frequently, perhaps to catch the eye and give that extra edge of refinement and class this precious metal is deemed to bestow... But ultimately it is the sheer sense of style and presence the fascia conveys that is all-important. The fascia has to work as a strong visual whole, not only to attract clients in the first place but also to be remembered for return visits. It is an expression of the identity of the enterprise translated into a visual statement by the signwriter on behalf of his client. So in this collection some fascias are simple, elegant, straightforward affairs displaying perhaps just the name, whilst others are much grander designs consisting of many elements or interesting extras.
displays
How rich the diversity of vernacular design solutions for the display of goods on sale is. Whilst upmarket stores can afford the services of a professional window dresser, smaller shop owners and market stallholders of more modest means have to fall back on their own talents. Naturally, some are more creative than others in how they present their wares, yet even the less polished designs seem to acquire a simple charm of their own. And not without success. I often find myself delighted by the ingenious combinations of pragmatism and imagination that can be seen in many 'ordinary' displays. The notion of abundance seems to be an important factor which means showing the entire range of goods available: all variants, all sizes, all colours, all types often grouped so as to excite the eye and engender the feeling that whatever you seek must surely be here somewhere! Shop windows use every inch of space available, small auxilliary windows are used when available, the pavement outside is commandeerd for extra displays and market stalls disappear under the sheer mass of goods on show. This is often supplemented by the technique of tiering so that the eye is led from below, upwards and inwards to discover yet more goodies, whilst still allowing for close inspection by shoppers. Finally many owners have devised nifty solutions for easy and rapid deployment outdoors such as transportation crates doubling as stall building blocks, entire multi-tiered racks on wheels for quick placement and, at many markets, trucks equipped with impressive fold-out display systems and awnings.
faded wall ads & signs
Years ago whilst enjoying a touring holiday in France I remember seeing the walls of many a roadside building completely filled with wonderful painted advertisements for Ricard, Martini or any number of other products. Sadly, initially with the advent of the printed billboard and now the enormous computer-printed plastic sheet, the era of the hand-painted advert has long come to an end. But luckily, perhaps from benign neglect, some fading examples have survived and whenever I spot one I make a point of recording it, because I know that at some point they will all almost certainly have disappeared for ever. It's difficult to imagine that years ago any usefully visible exterior walls of buildings were often entirely covered in painted ads in every size, design and colour for services, products and other undoubtedly 'essential' commercial messages. Space and a good location were at a premium and traded ruthlessly meaning that new ads would be simply painted over the old ones, leaving traces that can still sometimes be seen today. Fortunately the cultural value of these old ads is now being recognised and some walls are are being restored to their former glory, although to my mind they're somehow a little too perfect and miss the weathered patina of the glorious, faded originals...
