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1945 Theatre Catalog, 4th Edition, Page 247 (223)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 247
Page 247

1945 Theatre Catalog, 4th Edition, Page 247

IN THE MEZZANINE FOYER of the Saint James Theatre, Asbury Park, New Jersey, is an example of the Ridgefield high-pile Wilton carpeting, manufactured by A. and M. Karagheusian, lnc. Here the design of the carpet removes the bareness which might obtain had a solid color been used with the plain ceiling and a wall is relieved only by a few recessed circular plaques. Here the balance of color and design makes attractiveness.

Brown adds that new fabrics, in addition to the Smith Crestwood wool velvet line and the Masland Wilton line, are being developed and that many of these will be round wire constructed to resist hard wear.

Howard J. EberWein, director of design and color, Lees-Cochrane Company, Inc., says:

Color and design will be used to the limit of their previously unrealized capabilities. Taking individual parts of each amusement floor area, we find that the furniture, walls. woodwork, ceiling, draperies. and carpets are a composite of each element, so closely related that they achieve a harmonious effect in design, form a color only through proper application and correlation of all areas concerned. Gone forever is the meaningless application of design.

W. H. McGimsey, stylist for A. and M. Karagheusian, Inc., states that the growth of the multiple enterprise project is one of the most important influences, adding:

The type of carpet that will be sought will be more nearly like the ones favored in the home. The old type-spectacular with large patte ns and strongly contrasting colorsewill begin to look dated. Quiet and more intimate effects will be wanted. Chamber music rather than the brass band, as it were.

T. E. Brown, merchandise manager, Mohawk Carpet Mills, Inc., believes that the modern in floor coverings starts with the fabric. He says:

The modern floor covering of the future will be based on texture. If the fabric has texture. and this will be the ideal, the design and color will be used to enhance the texture. If the fabric itself is not textu'e. then the (lr'sign and colorings must be so handled that a texture appearance is attained.



The Styling Department of the Bigelow-Sanford Carpet Company reports:

The considerable advances which have been made in the styling of rugs and carpets are certain to be reflected in floor coverings for theatre use. Colors and designs especially adapted to specific spaces in the theatre may he expected. The use of directional lines in patent-back carpeting. employing the "inlay"

principle, are also due for wider use. More and more, the style weave and texture of the door coverings selected will be co-ordinated with other decorative elements in the theatre?the wall colors, upholstery and diapery fabrics and furnishings-just as they are in todayls well-groomed home.

Robert J. Carson, president of Thomas L. Leedom Company, states:

Modern trends in architecture and furnishings Will be popular in a very modified form. Modern, conventional, floral and period styles in various weaves will be available for every type of decoration. Round wire (looped pile) has been haying quite a test in some very trys mg installations and is standing up very satisiactorily. Any type design can be used in this fabric. Some of the more recent types of Wiltons, such as carved enects, use of various pile heights, and f.ieze yarn for figure elfects, may be used for powder rooms, lounges and other special rooms.

Alfred Oakley, stylist for Hardwick and Magee Company, says:

The thiatre has long acknowledged the need for attractive show places, but the trend now is definitely toward simplicity. The interiors will be less ornate so as not to detract from the performances and the soft indirect lighting enhanced with blended multi-color effects, will add much to the modern theatre. The carpet too, must be in keeping with the rest of the furnishings. Color, as always, will be a large factor. This should be considered first, then a simple design attractively executed. There are many new types of carpets which will be availableeround wire, high and low wire effects, cut and uncut pile, sculptured and embossed carpets.

In conclusion, we should like to emphasize that style appeal, simplicity of design often achieved by texture effect, increased color range, and great durability will be found, in the industryis new lines. There will be carpets to suit every type of auditorium. They will combine beauty and practical improvements to a degree not reached before the war. They will be an asset to every theatre.

THE LOBBY of the Palace Theatre, Chicago, has a floor covering of 3/: Scotia, Pattern 30812, manufactured by the Mohawk Carpet Mills, Inc. Here the scale of the area to be carpeted has been taken into consideration, with a design selected which can serve several useful purposes than iust a floor covering. Depending on how one looks at the design. one may be "directed" to the stairs, candy bar, or auditorium, all patron services.
1945 Theatre Catalog, 4th Edition, Page 247