. Les fleuristes [microforme] examen. La floriculture. - ^Zt *"- r" ,"v ; v,^} JARDINS SUR TOIT DE LA VENTE AU DÉTAIL.^^W u&Lt ; jETwwf pour nouvelle approche pour les acheteurs* 'bourses et la hausse des loyers de rez-de- chaussée endroits peut entraîner les détaillants à faveur des jardins sur le toit au-dessus d'hôtels et immeubles de bureaux haut de gamme. Maintenant que les commandes téléphoniques ne dépasse pas les appels personnels les possibilités présentées dans cet article peut faire appel à l'esprit pratique. Il est aujourd'hui de fleuriste Tmost certainement pas un celes- tial dans son mode de cere- bration. Il n'existe pas de wor- K. un sniper de choses époque révolue. 1^1..^ Il me regarde, pas en bas ^^ ;v devant, pas derrière

• Contributeur: Library Book Collection / Alamy Banque D'Images
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. Florists' review [microform]. Floriculture. - ^Zt *"- r' , «v;, ^v RETAILING FROM ROOF GARDENS }.^^W u< jETwwf for novel approach to 'buyers* purses and rising rents of ground- floor locations may lead retailers to favor roof-gardens on top of hotels and high-class office buildings. Now that telephone orders exceed personal calls the possibilities presented in this article may appeal to practical minds. HE FLORIST of today is Tmost certainly not a celes- tial in his mode of cere- bration. He is no wor- K. A sniper of things bygone. 1^1..^ He looks up, not down; ^~v^ ahead, not behind, and he #^ ^'O' is eager to lend a hand ^bsb:^bJj wherever and whenever it will contribute to the ad- vancement of his craft. So it is not too much to expect him to do the un- usual, the startling, the bizzare, in his effort to lure the lucre. The recent completion of the sky- garden on the roof of the Hotel Penn- sylvania, New York's newest and most elaborate hostelry, lends a flavor to the foregoing remarka that lingers in a re- flective mind. Time was when a florist could establish himself in a street-level store and cultivate assidu- ously whatever genius he had in arranging window displays and making profit commensurate with his in- vestment. But with the in- creasingly forbidding main- floor rentals in the con- gested office building, hotel and department store sec- tions of the city, his orien- tation b^omes relatively complicated. Lure Aloft. The whole thing resolves itself into a question of ob- jective. What is the cali- ber of the game he is aftert If it is small fry, his troubles are virtually at an end, for he can retire to a basement or an upper floor and keep the wolf from the door. If, however, he is after something worth while in the way of customers, he finds himself under the ne- cessity of maintaining an elaborate establishment on the street level or of find- ing an equally advanta- geous location elsewhere. And right here the sky- garden comes in, for wha

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