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BRANDEIS WINDOW DISPLAYS

1913-1930

If you shopped at an Omaha department store in the 20th century chances are you shopped at Brandeis. The Brandeis name was to Omaha what Bergdorf’s and Macy’s are to New York City. The purveyor of high fashion goods, a source of entertainment and spectacle and every new season bringing the public out to see the new window displays. The flagship store on 16th and Douglas Streets in downtown Omaha had 10 floors, restaurants, an auditorium, and the owner’s penthouse on the top floor.

 

Brandeis fall opening in 1913.
Brandeis fall opening in 1913.
Window displays helped fuel the meteoric rise of department stores, advances in glassmaking allowed for much larger windowpanes, giving stores more room to showcase their merchandise. In this 1921 image, fabric is arranged in flowing folds to help shoppers picture how it might look as a finished dress. Larger windows made these eye-catching displays possible.
Window displays helped fuel the meteoric rise of department stores, advances in glassmaking allowed for much larger windowpanes, giving stores more room to showcase their merchandise. In this 1921 image, fabric is arranged in flowing folds to help shoppers picture how it might look as a finished dress. Larger windows made these eye-catching displays possible.
This window from 1920 shows a display that combines the two most popular styles of window display, stocking the window in a way that customers might see shelves inside and creating a relatable scene with human forms. By the early 1920s department stores had professional window trimmers who focused solely on creating visual displays.
This window from 1920 shows a display that combines the two most popular styles of window display, stocking the window in a way that customers might see shelves inside and creating a relatable scene with human forms. By the early 1920s department stores had professional window trimmers who focused solely on creating visual displays.
By 1921, Brandeis had a head window dresser name Phil Armour who managed all design needs of the store displays. This image with its intricate designs of hanging umbrellas and colorful flowers evoked the rainy days of blooming springtime. Crowds came out for this season opening to see the windows but also go up to the second floor of the store to see the full-scale car show. The opening of the season window displays were main events frequently reported on in the local papers and incorporated into city programming.
By 1921, Brandeis had a head window dresser name Phil Armour who managed all design needs of the store displays. This image with its intricate designs of hanging umbrellas and colorful flowers evoked the rainy days of blooming springtime. Crowds came out for this season opening to see the windows but also go up to the second floor of the store to see the full-scale car show. The opening of the season window displays were main events frequently reported on in the local papers and incorporated into city programming.
In the 1920s, downtown stores joined for great mass openings of their new seasonal looks. One newspaper reported, “Bands, will play, three of them traveling from point to point within the district.” Stores had “… living models to set off fashions latest decree for milady… and mere man will not be neglected, for the stores that cater to him will show what the Prince of Wales and other arbiters of fashion are wearing.”
In the 1920s, downtown stores joined for great mass openings of their new seasonal looks. One newspaper reported, “Bands, will play, three of them traveling from point to point within the district.” Stores had “… living models to set off fashions latest decree for milady… and mere man will not be neglected, for the stores that cater to him will show what the Prince of Wales and other arbiters of fashion are wearing.”
In the 1930s Brandeis participated in the “Know Omaha Week” and used its storefront windows to showcase other businesses. Here a living model, a cake decorator from Omar’s Bakery, is something like live television for passersby. Undoubtedly some of the materials being used are available to purchase inside the store.
In the 1930s Brandeis participated in the “Know Omaha Week” and used its storefront windows to showcase other businesses. Here a living model, a cake decorator from Omar’s Bakery, is something like live television for passersby. Undoubtedly some of the materials being used are available to purchase inside the store.
A close-up of the living model to showcasing the Omar Baking Company This is the golden age of department store windows and it is a time for showmanship as well as selling merchandise. these early photographs show the growth that Omaha saw in its early days.
A close-up of the living model to showcasing the Omar Baking Company This is the golden age of department store windows and it is a time for showmanship as well as selling merchandise. these early photographs show the growth that Omaha saw in its early days.

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