Vintage Toronto Ads: British Days at Yonge and Eglinton

Originally published on Torontoist on November 20, 2007.

Vintage Ad #409: Happy British Days at the Yonge-Eglinton CentreNorth Toronto Herald, March 29, 1974.

How does a newly-opened shopping complex bring in shoppers? Hold a British-themed sale, featuring specials on fine UK products like Orange Julius and Gordon Lightfoot records!

The Yonge-Eglinton Centre opened in October 1973 with Dominion and Horizon as its anchors. The short-lived Horizon chain was an attempt by Eaton’s to enter the crowded discount department store field. This location was converted to an Eaton’s store when the company pulled the plug on Horizon in 1978. Among the current occupants of its space are Silver City and Pickle Barrel.

The store we’re fascinated by is Bean Hut, a name that nowadays would be used for a coffee shop or vegetarian grocery. It has one of the few coupons offering a UK-related special, unless the beans are green and the sausages are anything other than bangers. We imagine the family voted “most awful family in Britain” that year made the trek across the Atlantic to catch this special, if the BBC documentary on them is any indication.

The main event in the neighbourhood that week was the opening of the Yonge subway extension to Sheppard and Finch stations, which may have been a more relevant theme to new commuters passing through. Such a sale might have inspired the following ad copy:

Need a drink or bite to eat to or from the office or a gift for your family? Take advantage of these money-saving coupons! See displays of new neighbourhood developments and future technologies that will guide you around the Toronto of Tomorrow! The SUBWAY SALE at the YONGE-EGLINTON CENTRE is a tribute to the innovative fashions, quality workmanship and hearty foods of our city. Your next stop is YONGE-EGLINTON CENTRE’S SUBWAY WEEK! 

ADDITIONAL MATERIAL

From the final episode of Monty Python, aired on December 5, 1974, the “Most Awful Family in Britain” sketch.

As time wore on, and the cultural makeup of Toronto changed, once surefire promotions like “British Week” faded away among retailers and shopping centres. This ad serves as a reminder that into the 1970s there was still a strong base this was easily marketed to.

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Vintage Toronto Ads: Two Takes on The Art Shoppe

Part One: The Surgeon General Warns That Choosing Office Furniture Will Make You Lose Your Colour

Originally published on Torontoist on August 28, 2007.

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Source: Saturday Night, March 1978.

Pity Mr. Businessman, so lacking in colour. He may have secured a lovely office set for his coworkers from a venerable North Toronto furniture supplier, but his grey demeanor led to his dismissal during a round of belt-tightening at A.T. & Love in 1980.

Note the pyramid, which plays into the “abstract mystery usually associated with office planning.” The Pyramid Power fad reached its height in Toronto during the Maple Leafs’ 1976 playoff run, when coach Red Kelly placed pyramids around the dressing room and under the bench. Kelly felt the pyramids would act as a confidence booster by distracting the team from the latest outbursts from irascible owner Harold Ballard.

During this period, a second location was maintained in Bermuda. One wonders how many luxury desk sets were lost in the Bermuda Triangle.

Part Two: The Art Shoppe 

Originally published on Torontoist on November 28, 2014.

Source: Saturday Night, March 1977

Source: Saturday Night, March 1977.

No matter how timeless a business may seem, change inevitably occurs. Take the case of high-end furniture store the Art Shoppe, which was a fixture of the Yonge-Eglinton neighbourhood from the Dirty Thirties until this month, when it moved to a new location in the Castlefield Design District and left its old site to be turned into condos.

People thought Leon Offman was crazy to open a luxury goods store in 1936. Toronto was still feeling the effects of the Great Depression, which had crushed the high-end hopes of other retailers. Catering to the carriage trade, Offman’s store offered art deco and modernist designs inspired by the likes of Mies van der Rohe and the Bauhaus school.

In a 1956 Globe and Mail advertorial, Mary Walpole offered a glimpse into the shop’s early years:

From the smart façade, which we have always admired, right through the three floors, it is an exhibition of the finest names in the land of furniture and so artistically and tastefully displayed that you can sit back and relax and almost forget you are in a store … The floors are so spacious that the effect is beautifully uncluttered and it doesn’t take too much imagination to get the feel of things you like in your own house.

By the 1970s, the Art Shoppe’s scope had extended to designing and supplying furniture for international luxury hotels, Mount Sinai Hospital, Aeroquay One (at today’s Pearson Airport), and others. Much of the store’s business came from outside the country, as Canadians freshened up their home décor less often than did Americans. “The average American replaces his furniture every five years,” Leon’s son Allan told the Toronto Star in 1973. “In Canada it’s once every 20 years.”

The store’s advertising was in step with trends and passing fancies of the era, from popular 1920s-inspired fashions to “pyramid power,” which the Toronto Maple Leafs once used in an attempt to improve their playoff chances. Ads also promoted office designs tailored to the specs of high-powered executives (such as the man above, who could almost pass for former Toronto mayor David Miller).

The store itself, according to the Star, had the sombre atmosphere of a funeral parlour: “Men remove their hats, voices are hushed, and the salesmen are as discreet as funeral directors.” And outside, tour buses regularly stopped to give visitors a look at the window displays.

In the ’70s the store expanded, taking up the full frontage of Yonge Street between Soudan and Hillsdale avenues. A Country Style donut shop at the south end of the lot gave way to a $2.2-million, four-storey atrium completed in 1975. Controversy briefly arose when local residents protested plans for a parking lot to replace six homes.

Given the skyward expansion of the neighbourhood, it was almost inevitable that the site would be sold for residential development. Freed Developments purchased the property in 2012 and revealed plans the following year for 29- and 38-storey mixed-use towers. Community resident associations and city councillor Josh Matlow contested the plan, resulting in mediation, which shrank the towers to 12 and 28 stories.

Where window displays previously tantalized bypassers with visions of stylish home interiors, they currently entice potential home owners with contact information for the Art Shoppe Lofts + Condos.

Additional material from the October 12, 1956, November 19, 1975, and September 13, 2003 editions of the Globe and Mail; and the April 12, 1973 and April 17, 1975 editions of the Toronto Star.