Florsheim Shoe Advertising Mirror, c. 1933–1942 — Art Deco Hardwood Counter Display with Original Plaque
Viridian Eclection
The Piece
A rare early–mid Art Deco Florsheim Shoe advertising mirror, c. 1933–1942, crafted in richly toned hardwood with a striking stepped silhouette and warm gilt edge detailing. The sculptural crest carries the original applied plaque reading “The Florsheim Shoe,” giving the piece that unmistakable pre-war retail presence—handsome, functional, and quietly luxurious. Designed to sit on a shop counter or fitting bench, it doubles today as a characterful accent for an office, bar, dressing area, or retail display.
Design & Construction
→ Form & Style:
Angular, stepped frame with shouldered sides and a projecting top crest; flat plate-glass mirror set within a molded surround; all raised on a tiered plinth base for stability. The geometry and restrained ornament are textbook early Art Deco—clean lines softened by gilt accents and a carved crest.
→ Material:
Solid and veneered hardwood (mahogany/birch tone) with hand-applied gilt edging; original (or period) silvered glass showing light, honest age. Brass/steel screws and shop-made joinery on the reverse with twin braces and a molded base—construction typical of small-batch fixture makers serving national brands in the 1930s.
→ Mark:
Original applied wooden plaque with serif lettering: “The Florsheim Shoe.”
Dimensions (approx.)
Height ~20" × Width ~24" × Depth (base) ~7"
(Glad to update once exact measurements are confirmed.)
History & Provenance
Produced for Florsheim, the Chicago footwear house founded in 1892, during the brand’s robust pre-war retail expansion. From the early 1930s until WWII material restrictions, Florsheim outfitted stores with branded counters, mirrors, and signage that married precision craftsmanship to modern styling. This example—with its carved crest, stepped profile, and gilt trim—fits squarely in the 1933–1942 window when commercial interiors embraced streamlined Art Deco forms prior to wartime austerity.
Condition
Excellent vintage condition with attractive, period-correct wear: gilt edge loss at high points, small finish rubs, and minor silvering specks at the perimeter. Structurally solid with rich, even patina; displays beautifully.
Product Details
| Attribute | Description |
|---|---|
| Style | Early Art Deco commercial fixture |
| Origin | United States (for Florsheim, Chicago) |
| Year | c. 1933–1942 |
| Materials | Hardwood frame with gilt accents; silvered plate-glass |
| Finish | Hand-stained wood; aged lacquer; gilt edging |
| Construction | Stepped geometric frame on tiered plinth; carved crest with applied plaque |
| Dimensions | ~20" H × ~24" W × ~7" D |
| Condition | Excellent vintage; honest wear; ready to display |
| Inclusions | Original mirror and Florsheim crest plaque |
Why It Belongs in Your Home
This mirror captures the golden age of American retail—streamlined Art Deco lines, real wood, and branded subtlety. It brings warmth and authenticity to contemporary spaces, reads as sculpture from every angle, and adds a storied note to any vignette—bar cart, console, dressing area, or boutique counter—while reflecting light (and history) with quiet confidence.
Every piece is packed with professional-grade materials: multiple foam layers, double-boxing, directional and fragile handling labels. For large furniture we use custom timber crating. We photograph packing before dispatch and can provide images on request.
White-glove delivery is complimentary within 100 miles of Reno, NV. National shipping quotes provided at checkout. All shipments are photographed and documented. Damage claims must be filed with the carrier; we provide all documentation needed to support your claim.
Local pickup is available at Viridian HQ (Reno, NV) with 2–4 days notice. Contact us to arrange. Private viewings also available.
All antique and vintage items are sold as described and all sales are final. Each listing includes detailed condition notes and photographs so you can make a fully informed decision. We encourage buyers to ask questions — about condition, dimensions, finish, provenance — before purchasing.
Antiques are irreplaceable and one-of-a-kind. Carrier handling is outside our control once a piece has left our facility, and major carriers including FedEx do not insure antiques. We do everything within our power to ensure safe transit, but cannot accept liability for carrier damage. If damage occurs in transit, we will provide full documentation to support your carrier claim.
Have a question? — we're happy to provide additional photos, condition detail, or discuss the piece directly.
