November 11, 1950. New York. "Gimbel Brothers department store. Interior. Raymond Loewy Associates, architect." 4x5 inch acetate negative by Gottscho-Schleisner.
A street floor named desire
Ah for the infinite loveliness of Gimbels. We're the most enticing, most alluring street floor that ever walked the ways of beauty. So captivating are we, you just can't resist us. Our walls are delicately tinted. Our counters are sleek. If we were a bell, we would tinkle. We're all this, and more, because Raymond Loewy, genius at transforming an ugly duckling into a raving beauty, has given us his magic touch. And the best part is, this beauty of ours will be a joy forever. Our loveliness will never pass into nothingness. Why? Because those sweet, sweet bargains and those low, low price tags keep coming and coming and coming ... (NYT ad, Feb. 1951)
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