Black and white photograph of the shopfront of Roses Electrical Contractors, Sydney Road Brunswick. It features Hecla products in the display window including heaters [known then as electric fires], stoves, kettles and grillers. Several signs show Hecla slogans such as 'Lessen the burdens of the day' and 'Retain that youthful appearance'. Image features a double shop front window display of Hecla electrcial applliances.

This photograph is from an album containing 255 black and white photographs depicting electrical appliances, showroom displays, factory interiors and advertising material relating to Hecla Electrics Pty Ltd. It is part of the Hecla collection of photographs, documents, products, manuals and promotional materials from the Hecla Electrics factories in Melbourne. This collection dates from the late 19th century to the late 20th century and was acquired in 2004 from the current owner of the Hecla Electrics brand.

Hecla Electrics manufactured and distributed a wide range of domestic and commercial electric appliances products to Australasia, such as heaters, kettles, toasters, stoves and water heaters. Its client base included households, commercial businesses such as cafés, hospitals and offices, as well as the military. The company promoted its goods through advertisements in home magazines and displays in shop windows, home shows and the 1935 All-Electricity Exhibition. Hecla Electrics became a household name in Melbourne during the 1920s and remained a popular Australian brand until the late 20th century.'

Description of Content

Black and white photograph of double fronted window display of electrical contractors store with stain glass details on upper window and checked tiles beneath. The appliances in the two shop windows include cooking stoves, heaters and kettles. Also on display in the showroom are electrical light fittings.There are advertising blackboards mirroring each other visually in each window as well as other signs and advertising material. Some of the appliances in the left window have been overdrawn with a black pen and some of the highlights in the image have been overdrawn in white.

Physical Description

Black and white photograph adhered with sticky tape to white backing paper with holes punched on side. Photograph is attached at all four corners.

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