Poster for Austin Reed, Regent Street

Poster for Austin Reed, Regent Street, London. Tom Purvis (1888–1959), about 1926–30. Colour lithograph. Victoria and Albert Museum, Museum no. E.143-1976

Poster for Austin Reed, Regent Street, London

Tom Purvis (1888-1959)
Colour lithograph
About 1926-30
Victoria and Albert Museum, Museum no. E.143-1976

From the 1920s Austin Reed ran a sophisticated press promotion featuring the elegant gentleman. With the help of advertising agency Pritchard Wood, they devised a coordinated marketing campaign and commissioned many of the best contemporary graphic designers to produce marketing material. Designers included Tom Purvis, Edward McKnight Kauffer and Fougasse (H.C. Byrd).

Austin Reed, Birmingham. Percy Westwood (1878–1958)

Austin Reed, Birmingham. Percy Westwood (1878–1958), 1932. Perspective, 1931. Presented on loan from Westwood, Piet, Poole & Smart, 1975. RIBA Library Drawings Collection

Austin Reed, Birmingham

Percy Westwood (1878–1958), 1932

Perspective, 1931
Presented on loan from Westwood, Piet, Poole & Smart, 1975
RIBA Library Drawings Collection

Austin Reed was a personal friend of Westwood and in 1900 gave him his first significant professional job, refitting a shop in Fenchurch Street, London. In 1920 architect and client went on a fact-finding tour in America. On their return, they decided that Austin Reed shops should be modernised.

Barbers’ Shop, Austin Reed

Barbers’ Shop, Austin Reed, Regent Street, London. Percy Westwood (1878–1958) and Joseph Emberton (1889–1956), 1929. Photograph by Derek Kendall, 2001. © English Heritage. NMR

Barbers’ Shop, Austin Reed, Regent Street, London

Percy Westwood (1878–1958) and Joseph Emberton (1889–1956), 1929

Photograph by Derek Kendall, 2001
© English Heritage. NMR

Austin Reed opened his Regent Street store in 1926 and promoted it as the first menswear department store in Britain. Everything the middle-class man might require was there. In 1929 the store was extended to include a Louis XV room, a tropical room and this barber’s shop in the basement with a serpentine neon light. Only the barber’s shop survives.

Lotus and Delta, Princes Street

Lotus and Delta, Princes Street, Edinburgh. Joseph Emberton (1889–1956), 1928. Photograph by Francis Yerbury, 1928. RIBA Library Photographs Collection

Lotus and Delta, Princes Street, Edinburgh

Joseph Emberton (1889–1956), 1928

Photograph by Francis Yerbury, 1928
RIBA Library Photographs Collection

Emberton’s visit to the Paris Exhibition in 1925 influenced his subsequent designs for shoe and hat shops. The extensive windows of this shoe shop were based on French practice, and its concertinaed coloured glass frieze mimicked designs by French glass artist René Lalique.

Lilley & Skinner, High Street

Lilley & Skinner, High Street, Romford, London. Donald Hamilton (1907–56), 1934. Photograph by Sydney W. Newbery, 1934. RIBA Library Photographs Collection

Lilley & Skinner, High Street, Romford, London

Donald Hamilton (1907–56), 1934

Photograph by Sydney W. Newbery, 1934
RIBA Library Photographs Collection

The structural columns in this shop floor, with their decoration and uplighters, take the form of giant torchères. The wraparound chrome strips, rounded glass shelves, globe lighting and cantilevered chairs combine to make a glamorous modern interior.