Display Windows of the Eaton's Department Store

Location: Ministry of Government Services > Archives of Ontario > Online Exhibits > The Magnificent, the Merry and the Mundane: The Display Windows of the Eaton's Department Store > The Magnificent > The Symbolic Vocabulary

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aton's exploited a consistent symbolic vocabulary and palette of colours – especially reds and golds, along with a panoply of flags and crowns – to evoke the splendour of empire and to inspire patriotism.

Thousands of hours went into the construction of a giant Union Jack and statues that graced the main entrance of the Toronto store – and all for a display that lasted only two weeks during the Prince of Wales' visit to Canada in 1919. Flanked by soldiers of the British army, a seated Britannia (left) extends her hand to Canada beneath the protection of Perpetual Peace's broken sword.

Photo: Royal visit statuary, Toronto, 1919

Photo: Royal visit statuary, Toronto, 1919 (detail)

Click to see a larger image (99K)
Royal visit statuary, Toronto, 1919
T. Eaton Co. fonds
Reference Code: F 229-308-0-1740
Archives of Ontario, I0028790

Street spectacle

“…Pressing about the windows, many avid foot-sloggers drank to their heart's content of the spectacle of flags, drapery, banners, streamers, crowns, throne scenes and Coronation regalia.”

Evening Telegram, May 10, 1937

*****

“…the immortal symbols of loyalty and Sovereignty: Blaze and flutter of Union Jacks. Britannia. The British Lions. The Crown. Their Majesties in bas relief. All to express rejoicing at the passing through actual Toronto streets of the King and Queen.”

Eaton's advertisement, Globe & Mail [ca. 1939]

Below is a detailed description of this display as placed on the back of the image by an Eaton's employee.

[Royal visit statuary]: Photo information, Toronto, 1919
Click to see a larger image (551K)
Photo information, Toronto, 1919
T. Eaton Co. fonds
Reference Code: F 229-308-0-1739
Archives of Ontario, I0028395

Photo: Postcard – Eaton's Coronation Decorations Toronto, May 12, 1937 [Front]

Photo: Postcard – Eaton's Coronation Decorations Toronto, May 12, 1937 [Back]

Click to see a larger image (110K)
Postcard – Eaton's Coronation Decorations Toronto, May 12, 1937
T. Eaton Co. fonds
Reference Code: F 229-304-1-7
Archives of Ontario, I0029667

Photo: Replica swords of state, Toronto, 1937

Click to see a larger image (181K)
Replica swords of state, Toronto, 1937
T. Eaton Co. fonds
Reference Code: F 229-308-0-1702
Archives of Ontario, I0028640

Photo: Coronation Crown above store entrance, Toronto, 1953
Click to see a larger image (377K)
Coronation Crown above store entrance, Toronto, 1953
T. Eaton Co. fonds
Reference Code: F 229-308-0-1717
Archives of Ontario, I0028595

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