 hen a King died, a monarch was crowned, or a princess married, Eaton's celebrated with lavishly decorated windows and store fronts. On these occasions, designers deployed a rich, flag-draped salute to the British Empire and its monarchy.
Over the years, Eaton's treated Toronto (and, on a more modest scale, Montreal, Winnipeg and its other satellite communities) to a vision of its own imperial ideals and myths. In window displays that celebrated a parade of royal events in the first half of the 20th century, Eaton's happily balanced patriotism with commerce. While its main royal windows were transformed into patriotic statements, there was also space for discreet displays of British merchandise.
No expense was spared for the royal tributes. Giant crowns, statues of Britannia, plunging horses, giant flags – they were all part of a breathtaking spectacle. In 1937, Lady Eaton even commissioned an exact replica of the coronation throne. |
Click to see a larger image (118K)
Golden Coronation horses, Toronto, 1937
T. Eaton Co. fonds
Reference Code: F 229-308-0-1708
Archives of Ontario, I0028626
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Despite a ban on explicitly linking products to regal insignia, the royal windows were undeniably good for business. The Toronto Telegram reported, in 1937, that business was booming at Eaton's. “The T. Eaton Co. Ltd. states … ‘the volume of coronation business has been very considerable,' and the statement is amplified by one close to the work: ‘We are falling over ourselves trying to meet the demand.'” (Toronto Telegram May 7, 1937, F229-82, Container 2, 1937 Coronation)
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Royal Rules
“… Royal photographs and emblems can be used in any schemes of decoration, including store windows and in advertising. There must be no association, however, between the Royal pictures or emblems and the advertising of any commodities or individual firms.”
Financial Post, June 7, 1952 |
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