James Smith & Sons (Umbrellas) Ltd 53 New Oxford St
The company was founded in 1830 and moved to this premises in 1857. It is the largest umbrella shop in Europe and a rare example of Victorian commercial London. As with 319–321 Gray’s Inn Road, the promotion of the business occupies much of the structure but here the materials are richer, more ostentatious and more varied. Mirrored glass, engraved brass and half-round section timber all have a part to play. Over time parts have had to be replaced but this has been done carefully and, with one exception, sympathetically.
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Reverse gilded and painted glass was a favourite Victorian material for shopfronts.
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The cut-out letters running vertically have been recently replaced. Neither the forms nor the timber section looks convincing.