![]() ![]() After giving the room a decent time to see whether customers would overcome their pride and frequent it in greater numbers (they did not), he turned part of it into a light-filled optical illusion for children called Wonderland. To his chagrin, however, business was slow as customers were reluctant to be seen in a place that had the stigma of poverty. Ten years later, Edward leased a building on the arcade’s western flank, knocked out a wall and opened what he called a ‘‘Shilling Room’’ where, in order to attract cash-strapped shoppers, no article was priced above one shilling. It was a triumph of advertising and a triumph of presentation, and business had never been better. ![]() The crowds continued to pour into the arcade for the remainder of the Spring Racing Carnival. Indeed, such was the congregation wishing to enter the arcade’s brass portals that police had to be called to control them, and staff were instructed to sell coins at threepence each to those in the queues. ![]() Not only did non-racing readers turn up, but half the Flemington crowd as well. Intellectual non-racing people are invited there instead of going to the races.īut it worked. ![]() It is the finest sight in Melbourne and the grandest book shop in the world. He risked censure from the race crowd with a provocative ad in The Herald:Ĭole’s new book arcade will open on Cup Day. ![]()
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