From the great department store with love: window display and the transfer of commercial knowledge in early twentieth-century Sweden

ABSTRACT This article highlights the transfers and practical uses of the commercial knowledge of window dressing in early twentieth-century Sweden through the analysis of the professional career and family business of Oscar Lundkvist, Swedish display pioneer and former window dresser in chief of the largest and first Swedish department store, Nordiska Kompaniet. Building on rich source material including unique written and photographic documents from the Lundkvist family, educational material and trade journals, we show how the innovative and spectacular became ordinary and mundane in retail praxis. We argue that the emergence and professionalization of window display brought with it the dissemination and trivialization of the same practice. By focusing on not only the most conspicuous aspects and cultural meanings of window displays but also on the materials and competences involved, we explain how setting up the displays became an everyday commercial practice and how it was positioned between advertising and retail as well as between the artistic and the commercial.