1.3 A Brief History of Shopfronts
The shop window was first seen in medieval shops where customers were served from a stall in the window resting on a ‘stall-riser’ although much trading was still done in markets and fairs. Shops became more common and some more elaborate during the eighteenth century as they started to sell what we now call ‘consumer goods.’ Fashion items and displaying wares became more important.
On the Isle of Wight, and especially in Newport, shops were often converted from houses, which explains the varied nature of the buildings and their varying ages. Shops which may appear to have Georgian, Victorian, or newer shopfronts often form part of far older buildings which have been refaced over the centuries as shopfront styles changed.
Eighteenth century shopfronts informed by classical colonnade
Georgian
The classical Greek colonnade informed the design of early shops which pick up on pilasters including pediments and capitals (see section 2). Other Georgian shopfronts can be identified by the presence of an enlarged or bow window on the ground floor.
Eighteenth century shopfronts informed by classical colonnade
A Georgian style shopfront in Newport
An example of a Georgian ground-floor bow window, God’s Providence House, Newport
Victorian-style shopfront
Victorian
The Victorians, as so often, complicated matters! They introduced new decorative details and the widespread use of shop blinds. Queen Victoria’s fondness for the island attracted wealth and Ryde became a favoured destination and fashionable resort. Victorian shops which can still be found in Newport and Ryde include The Vapour Room & Gibbs & Gurnell.
A Victorian shopfront in Ryde
Many Victorian shops aimed to dazzle with their spectacle and advertising. Shops showcased new uses of materials such as glass and gold leaf; many used dramatic lighting to create an atmospheric shop window. Entirely commercial buildings, purpose built for ‘shopping’, were created. One well-preserved example is the Royal Victorian Arcade in Ryde.
The Royal Victorian Arcade, Union Street, Ryde
During the nineteenth century specialist production of architectural shopfront elements became more common. Distinctive ‘retail’ features appeared. Buildings were constructed with integrated shopfronts featuring details that continued from the shopfront to the upper storeys, such as engaged pilasters.
The engaged pilasters on this shop’s upper storey would once have once framed the entire façade
The signwriter’s art also flourished, extending from the shopfront to the entire façade. New commercial buildings were purpose designed and built. Many public houses were conceived as emblems of their breweries: for example, The Star in Ryde. Hotels were designed as genteel residences: for example, Calvert’s on Newport’s Quay Street. Banks were typically solid and reliable, normally classical, institutions: for example, Lloyd’s Bank in St Thomas Square, Newport.
Art Deco shopfront, based on 8 Union Street, Ryde
Contemporary
In the early twentieth century, and particularly between the two World Wars, new architectural styles for shopfronts were introduced from the continent, altering the ‘spectacle’ of shopping, and highlighting the novelty of the goods within. Art Nouveau and Art Deco shopfronts became more popular.
Many new ventures, particularly cinemas, sought new architecture to reflect the excitement they wished to engender – some have even spoken of ‘Odeon style’. The former cinema on Newport’s High Street Newport, now The Slug and Lettuce bar, is one obvious Isle of Wight example. Other art deco buildings include 8 Union Street in Ryde and Elizabeth Pack.
Elizabeth Pack, Ryde
In the post-war period there was an increased demand for display space in shopfronts to promote the increasingly large selection of consumer goods on offer. Stallrisers and window divisions were often lost to make way for larger windows, altering the traditional shop frame. Recessed entrances also became more prevalent during this period.
Good contemporary shopfront designs often reflect older traditional designs but normally in a simplified form. Isle of Wight contemporary designs often reflect the pro formas of national corporate chains not necessarily sensitive to local character or history. The emergence of out-of-town retail parks since the 1970s has had a largely detrimental effect on high street shopfront design.
‘Driving architecture’ lower cost, easier-to-install shopfronts have become increasingly common retrofitted into traditional high streets and destroying their more nuanced and pedestrian rhythm. Supply chains of more traditional shopfronts atrophied though this is now starting to change. Non-retail national corporates such as bookmakers, bargain retailers, and building societies are often responsible for this could-be-anywhere aesthetic where signage and glazing area is maximised and where little or no architectural decoration or embellishment is preserved or permitted.
Contemporary shopfront
Increasingly however, some national bakeries, patisseries, and food outlets have been using design pro formas which, despite being national, are more sensitive to historic high streets delicacy and focus on pedestrians.. When traditional shopfront components and proportions are present and quality materials are used, a pleasant, clean, contemporary aesthetic can be achieved in an appropriate way for a conservation area.
