Furnishing Catalogue, 1937

Y.J. Lovell was a construction firm who took part in the Ideal Home show. From 1923-1938 a Lovell house was built each year at Olympia, remaining open for the three weeks of the show. In 1937 Hamptons provided the furniture and furnishing fabrics for the show house. With so many new houses being built in and around London, there was stiff competition between furniture shops to win contracts to furnish whole houses or even whole estates. Often new houses came with tie-in deals on the furnishings. The furnishings shown here are very traditional in style. Not a sign of popular modernism can be spotted amongst the reproduction oak and tasteful greens. (JA)
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MoDA, Museum of Domestic Design & Architecture (Middlesex University)

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