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1954-55 Theatre Catalog, 12th Edition, Page 233 (197)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 233
Page 233

1954-55 Theatre Catalog, 12th Edition, Page 233

Liebes. 'lhe fabrics and textures produced on the hand looms of her studio are judged by Decorators and Architects to be the finest and most decorative fabrics in the world. During a chance visit to her studio, the companyls art director sensed that here was wallpaper design if the beauty and richness of her fabrics could be successfully reproduced in print. It was tricky designing to catch the highlights of the various mas terials she uses in obtaining her effects and to sketch the real look of reed, bamboo, silk and metals. There had to be a good deal of ttfollow-through" in the preparation of the print blocks to insure perfect register in the printing machines or the whole effect would be lost.

What Makes a Good Design

The great popularity of wallpaper must come from what constitutes good design and the answer to that is somewhat elusive. To appeal it must have good color, be useful and pleasing to the eye. It must have good form, character and balance, and in this case, texture, depth and perspective. It is not only necessary to have a definite idea in the creation of art and design, but is important as well that the design does not develop any optical illusion when on the wall. We believe that in most cases for theatres, institutions and homes, preferences are based on color first and form second. Not that we mean that their preference for certain form is entirely secondary-quite a number may study and know exactly what form and color they want, but on the other hand, a great many are persuaded to shape, size and material in a design if the color is what they want. This has been generally true always, but there is a swing to be noticed in present day preferences to more of an appreciation of realism in designche look of texture whether it be woodareedastonedfabric

IN THIS TEST lor fire resistance a piece of Varlar was exposed to a direct flame. It did not burn or glow for more than 10 seconds up0n removal.



.-twecd, the depth and feel of it. Or it may be the look of embroidery or lace or porcelain effects from Italy or Sweden. Or again it may be the real look of flowers designed and composed in a hundred different ways#leaf patterns of ivy or tropical ferns and palms, etc.

Also popular are papers which we call ffconversational papers" and a wide variety of subjects can be foun-dv-there is humor in most of them and they are bright in colorestartLing reds and green backgrounds, blacks and silvers. The theatre operator may find it wise to use one of these papers in his lounge. For example, a theatre lounge may be made up to look like a sitting room of the turn of the century, and in this situation a ifGay Nineties" pattern would be perfect to help set and maintain the mood. For theatres with uCry Rooms" a wallpaper design filled with cartoon characters, cowboys, or similar subjects would be a wise investment. The pOSsibilities are as varied as the number of diderent patterns and the imagination of the exhibitor.

In the endeavor to please and to be different, if at all possiblegthere have been designs created of which a great deal was expected, but the results were disappointing. The reasons are difficult to explain-aperhaps they were a little ahead of their time or the market, lack of understanding of new trends on the part of distributors, or not put in the right price range.

Increasing Popularity

Many times there are designs which show increasing popularity each year over the previous year, and are known as old standbys. Such a standby pattern that has achieved remarkable sales success is our patented uCedar Wood" wallpaper. The paper stock used for this design is made from genuine cedar wood pulp, and is printed on special rotogravure equipment to simulate a natural

cedar wood design. It also embodies a cedar wood scent that might make it useful in certain parts of drive-in theae trcs, and conventional houses. For example it might be usedcnear drapes, or near the uniform lockers. Several million rolls of this pattern, in the same design and color, have been sold since its introduction over 15 years ago, and it is still selling as strong as ever today.

All kinds of well-designed floral papers will always be in demand. They are the kind of wallpapers which do not demand a change in all the other furnishings a draperies, carpets, etc. They also have a design that, while not necessarily the favorite of every patron of a theatre, usually will not be actually tfdislikedll and resented, as might be the case with more extreme or unusual designs. And while it is impossible to please everyone, it is important that everything in a theatre be of such a. nature that it will not offend or antagonize its customers.

Through study and observation, we are aware of t ends ard changes in other furnishing fields. The shift of taste, in both design and color, has its effect on the designing and coloring of wallpaper. These changes are not, for the most part, rapid, and can be seen coming and waning. For instance, if the taste for drapery materials goes in the direction of larger and bolder. more striking patterns, the walls of necessity need texture and softer effectsethis is obvious and the reverse is true also. The most successful wallpapers from a sales point of view, and from the satisfaction they give when on the wall, are the ones which create a background in which to relax. Wallpaper seems to live a double lifeefirst it should attract by its smartness and sometimes vibrant color and then, when used, it is best if it recedes, and is quiet and pleasant to be around. It should serve very much the same function as auditorium light AN ABRASION test. using special equipment. indicated that Varlar will not show any visible signs 0! wear after 25 revolutions of the abrasion tester.
1954-55 Theatre Catalog, 12th Edition, Page 233