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Simpson's Of Piccadilly, London.1935

This is perhaps Emberton's most finely detailed building. It was designed to showcase the clothing of the innovative manufacturer DAKS Simpson who were pioneering high quality but mass-produced attire.

The building used the first welded (as opposed to rivetted) steel frame in London. Its most distinctive external feature is the arrray of neon-lit lighting troughs, with a selection of different colours for different seasons, sales and so on.

The front display windows are concave to prevent reflections from spoiling the view. The graphics were by Lazlo Moholy-Nagy ( the design was a team effort lead by Emberton)

photos by the Curator 2001

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closer side view : photo the Curator 1997