Antique Advertising - W. H. Smiths Stationery Shop Large Framed Tiled Sign c1920
Rare Early 20th-Century massive sized Tile Signage from a British High Street Icon
An exceptional and rare survivor of early 20th-century retail history, this large antique tiled sign was once proudly displayed within a W.H. Smith & Son stationery shop—Britain’s most enduring bookseller and newsagent.
Dating to around 1920, this impressive piece of advertising history is composed of glazed ceramic tiles, each one hand-set to read 'Newspapers Books and Periodicals Sent To All Parts Of The World' along with depicting striking imagery in bold colours. The tiles are all set in a wooden frame.
With its deep navy blue background and contrasting white typography, the sign exudes the classic aesthetic of early British shopfront design. Its generous scale and elegant simplicity make it a striking architectural feature as well as a highly collectible advertising piece.
These tiles were made by Carter & Co. at their pottery works in Poole, Dorset in the 1920s. Commissioned by the retailer, they were installed in the entrance ways of a number of its branches. They were intended to advertise the wide selection of books and other items on sale, however their distinctive Art Deco style and the scenes depicted also expose a great deal about society at that time.
In a study ten years ago prior to WH Smith closing (published in the Journal of the Tiles and Architectural Ceramic Society in 2015), Ian M. Betts found these tile panels still in situ at 60 Smith’s branches. In general, they did survive in small towns, for example Rickmansworth, Tenby, Great Malvern, Llandudno and Newtown. Others tiled signs are now in museums, such as the Museum of London and the Jackfield Tile Museum and until recently they were stored in the W.H Smiths own archive. This Archive has now been sold.
Whether displayed in a retail setting, repurposed in a modern interior or added to a collection of vintage signs or shop memorabilia, this is a true statement piece from one of the UK's most iconic retailers.
Dimensions: 156cm x 69cm
Condition: Good. Complete sign. Some minor chips / crazing to the glaze - Nothing significant.
Item No. 7966
