Life — April 20, 1922 — page 4: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

An Architect, A Painter and A Sculptress Joined in Designing This Exquisite Lamp 2 & The lines, proportions and coloring of most of the lamps you see in these days of commercialism are the work of design- ing departments of large factories. They “are the fruits of a deep knowledge of what makes a “popular seller.” But some people, the Decorative Arts League committee felt sure, would like a lamp designed purely with an eye to good taste, a lamp of artistic proportions and har- monious tones, a lamp em- bodying grace, symmetry and beauty rather than the long experience of the “salesman-designer” of what seems most in demand in retail stores. Hence this exquisite little lamp you see pic- tured “Aurora” as it has been named by an artist, because—of the purity of its Greek lines and tones. A Labor of Love For the delicate work of designing a lamp that should be a real work of art instead of a mere unit in a factory’s production, and yet should be a practical and useful article of home-furnishing, the League enlisted the enthusiastic cooperation of a group of talented artists—one a famous architect skilled in the practical requirements of interior decorating, one a painter and genius in color-effects, and one a brilliant sculptress, a student of the great Rodin in Paris. They caught the spirit of the League’s idea and the designing of a lamp that would raise the artistic standards of home-lighting became to them a true labor of love. Model after model was made, studied and abandoned, until at last a design emerged with which not one of the three could find a fault. Every Detail Perfect One style of ornamentation after another was tried out, only to yield in the end to the perfect simplicity of the classic Greek lines. Even such a small detail as the exact contour of the base was worked over and over again until it should blend in one continuous “stream” with the lines of the slender shaft. The graceful curves of the shaft itself, simple as they seem in the finished model, were the results of dozens of trials. The shape, the exact size, and the soft coloring of the shade were the product of many experiments. Decorative Arts League (‘New vo NY.) You may send me, at the member’s special price, an “Aurora” Lamp, and I will pay the postman $3.50 plus the postage, when delivered. If not satisfactory I can return the jamp within five days of receipt and you are to refund my money in full. You many enter my name as a “Corresponding Mem- ber” of the Decorative Arts League, it being distinctly understood that such membership is to cost me nothing, either now or later, and is to entail no obligation of any kind. It simply registers me as one interested in hear- ing of really artistic new things for home decorations. (L. F.1D Signed .. Address -. State “AURORA” $3.50 The result is a masterpiece of Greek sim- plicity and balance. Not a thing could be added or taken away without marring the general effect—not the sixty- fourth of an inch difference in any moulding or curve but would be harmful. And yet with all the attention to artistic effect the practical knowledge of an ex- perienced interior decorator has kept “Aurora”. in perfect harmony with the actual re- quirements of the hom It blends with any style of furnishing, it adapts itself to boudoir or foyer-hall, to library or living room. And wherever you place it “Aurora” will add taste and refinement besides fur- nishing, with its tiltable shade, a thoroughly practical and mellow light wherever required. In the exclusive Fifth Avenue type of shops, where lamps that are also works of art are shown, the equal of this fascinating little “Aurora,” if found, would cost you from $15 to $25—perhaps more. Yet the price of this lamp is but $3.50—Think of it! Only the Decorative Arts League could bring out such a lamp at such a price. And only as a means of widen- ing its circle of usefulness could even the League make such an offer. But with each purchase of this beauti- ful little lamp goes a “Corresponding Membership” in the League. This costs you nothing and entails no obligation of any kind. It simply means that your name is registered on the League’s books as one interested in things of real beauty and art for home decoration, so that as Artists who work with the League create new ideas they can be offered to you direct without dependence on dealers. Send No Money No matter how many other lamps you have in your house, you will always find a place just suited for this dainty charming little “Aurora” 16 inches high, shade 1034 inches in diameter; base and cap cast in solid Medallium, shaft of seamless brass, all finished in rich statuary bronze ; brass-bound parchment shade of a neutral brown tone outside and an old rose colored reflecting surface; shade holder permitting adjustment to any angle; push-button socket ; six feet of silk insulated cord; 2-piece attachment plug. You will rarely, if ever, get such a value again. Send no money—simply sign and mail the coupon, then pay the postman $3.50 plus the amount of parcel-post stamps on the package. Weight of lamp shipped is only five pounds, so postage even to furthest points is insignificant. If you should not find the lamp all we say of it, or all you expected of it, send it back in five days and your money will be refunded in full. Clip the coupon now, and mail to Decorative Arts League, 175 Fifth Avenue, New York, N.Y. comicbooks.com