Fort Atkinson, Wisconsin. Moe Light, Inc., 1950.
Color Illustrated Lighting Fixture Catalog, 11 x 8 ½ inches, 49 pp. including verso rear cover. Small dog-ear crease top of front cover free edge; 9 inch crease to rear cover. Overall very good condition. Color key listing featured on catalog's last page provides page numbers directing readers to various rooms in the typical home were fixtures appropriate to each room are featured. The catalog is in very good clean condition, with light diamond pattern abrasions on front cover. No WorldCat listing has been found. The illustrated front cover of catalog provides a real treat for idle minds. A man and a woman, who appear to be arriving guests, stand at the front door of a ranch style home, ringing the doorbell. It is a dark night. To their left is a large picture window. The catalog is designed so that the reader can turn a stiff paper wheel tucked between the front cover and verso, allowing pictures of the various rooms in the home to appear, one after another, in the picture window. Thus we are privileged to view, as the wheel rotates, the kitchen, the bedroom, the bathroom, the dining room, etc. Perhaps the point is to depict how lighting figures centrally in every room in the house, but it is all a bit creepy. On verso of front cover the embedded wheel serves another function, as a cut-away opening in a printed circle reveals what is labeled, next to the opening, "Question" (Should lighting fixtures be used in the same room with table and floor lamps?) while below the "Question" there appears another cut-away opening: "Answer" ("By all means. Lighting fixtures provide necessary blah blah etc....) Turning the wheel permits a variety of questions and answers to appear. At bottom of the page text states "the questions in the wheel above and many more you will think of will be automatically answered as we take you from room to room in this gay and interesting catalog." With this format in mind, the reader is guided through the following 49 pages of lighting fixtures, illustrated in color. At the back of the catalog is a separate item, a twelve page stapled pamphlet labeled "Confidential Dealers’ Price List." At the end of this list, three illustrated pages featuring a variety of display apparati available from Moe Light, Inc. are pictured. The Moe catalog and price list is a most interesting and expansive documentation of mid-century lighting, for better or for worse. Item #53873
Price: $51.00 save 30% $35.70