US2496221A - Display device - Google Patents

Description

E. G. KOCH DISPLAY DEVICE Jam. 3L EQSU 5 Sheets-Sheet 1 Filed Jan. 5, 1.9426

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: DISPLAY DEVICE Filed Jan. 5, 1946 3 Sheets-Sheet 3 ATTO R N EY Patented Jan. 31, 1950 UNITED STATES PATENT OFFICE DISPLAY DEVICE Edward G. Koch, Baldwin, N. Y. Application January 5, 1946, Serial No. 639,377

6 Claims. '1

This invention relates to display devices, and particularly to display stands for displaying goods offered for sale.

An object of the invention is to provide an improved and attractive display device which displays the merchandise offered for sale and very effectively advertises the stock.

Another object is to provide a display stand having several shelves for supporting the goods offered for sale and which oifers the illusion of a stand always filled with merchandise even though some of the shelves may be partly or completely empty.

A further object is to provide a rugged and durable display stand whose elements can be easily disunitcd or knocked down for packing and shipping purposes and which may be quickly and easily assembled for use.

Briefly stated, the display stand of the invention comprises a pair of vertical side walls which support several spaced horizontal shelves. The bottom shelf and the top of the stand extend Well beyond the vertical side walls at the ends of the stand so as to form spaces which are concealed by transparent or translucent sheets also arranged vertically. These sheets contain advertising data and are preferably illuminated by lamps positioned at the ends of the stand in the spaces between the translucent sheets and the vertical side walls. If desired, the lamps may be provided with rotatable vanes which are pivotally mounted on the lamps and adapted to rotate in response to the heat generated by the lamps.

An important feature of the display stand of the invention. comprises the interchangeable foldable inserts for the shelves, which contain pictorial reproductions of the merchandise offered for sale. Each insert has a back wall and two side walls and fits into the space between two shelves. These walls and also the rear of the back wall of the insert have pictures of the goods displayed for sale. As an illustration, if a shelf is so dimensioned as to accommodate several cans in the width and two or three cans arranged one on top of the other, the insert will then have pictures of the same cans in substantia1ly the same physical relation as they appear on the shell. Hence, if one or more cans are removed by a purchaser, the pictorial reproduction on the walls of the insert in the interior of the display stand will provide an illusion of a filled shelf. The rear of the insert also contains a reproduction of the merchandise ofiere-d for sale and ofiers the same illusioinor at least,

2 provides effective advertising for the goods actually viewable from the front of the display stand.

The insert for the lower shelves, which is usually below eye level, may also be provided with a bottom wall (in addition to the rear and side walls) containing pictorial reproductions of the articles ofier'ed for sale on this shelf.

The top of the display stand is provided with an attractive curved ribbon-like band adapted to hold brochures, pamphlets, or cards in the nature of promotional material and consumer aids. The advantage of this curved band is that it prevents merchandise from being placed on top of the Stand which would detract from the attractive and ornamental appearance of the stand.

The following is a more detailed description of the invention, accompanied by drawings, wherein:

Fig. 1 is a perspective view or the front of a display stand constructed in accordance with the principles of the invention;

Fig. 2 is a front view of the stand of Fig. 1 with certain parts broken away to illustrate the constructional details;

Fig. 3 is an end view of the l and 2;

Fig. 4 is a rear view of the lower portion or: the display stand;

Fig. 5 is a fragmentary top plan view of the stand of Figs. 1, 2 and 3;

Fig. 6 is a section on the line 6 6 oi 4;

Fig. 7 is a perspective view of the base at one end of the stand with the vertical translucent sheet broken away;

Figs. 8 and 9 show two different forms of interchangeable inserts which can be used between shelves;

Fig. 10 is an end view of the base of the stand as modified to employ slanting shelves; and

Figs. 11 to 16, inclusive, show different modifications which can be used for the ends of the display stand.

Throughout the figures of the drawings, the same parts are represented by the same refer ence numbers.

Referring to the drawings in more detail, the display stand comprises two vertical side walls 2, 2, a top section 3-, a bottom shelf or section 4, and intermediate shelves 5. These Walls and shelves may be made of any suitable material but preferably of wood. It should be noted that top section 3 and bottom section 4 are longer than shelves 5 and extend well beyond side walls 2, 2.

The ends of the shelves 5, 5 fit into grooves in stand of Figs.

the vertical side walls 2, 2 and if desired may be nailed or screwed thereto. The individual elements of the display stand are firmly held together in a rugged and durable manner by means of pairs of knee pieces It, It at both ends of the display stand (note Figs. 2 and 7). These knee pieces are bolted to the side walls 2, 2 and to the top and bottom sections 3, 4 by means of bolts 11, ll. Positioned between the top edge of each upper knee and the top section 3, and also between the bottom edge of each lower knee and the bottom section 4 is a semi-circular board l5. The purpose of this board l5 will appear hereinafter. These knees provide means whereby the display stand may be quickly and easily disunited and the parts thereof placed in knocked down relation with each other for ease in shipping.

The entire stand is positioned on a pair of spaced parallel supports 6, ii. The top section 3 is provided with a pair of spaced parallel grooves l, l for accommodating the ends of a ribbon 8 of Masonite or other suitable material. Ribbon B is maintained in curved position, as shown, and is provided with a wide slot at its center for enabling promotional material or consumer aids in the form of brochures or pamphlets 9 to be inserted therein.

The front and rear vertical edges of side walls 2, 2 are concealed from view by means of molding strips iii. Strips It serve the dual purpose of concealing the edges of side walls 2, 2 and the locations of the joints With the shelves, thus providing a more attractive display stand, and by virtue of its spacing from the semi-circular board [5, furnishing a rabbet or groove for the translucent vertically arranged end sheets H, H.

Translucent sheets H, l l are positioned at both ends of the display stand between the overhanging ends of top section 3 and bottom section 4. These sheets are curved and contain suitable advertising matter which may be in the form of writing and printing and/or attractive pictorial reproductions of the merchandise ofiered for sale. Sheets H, H are illuminated by means of lamps I2, 12 mounted on the side walls 2, 2 and positioned in spaces formed between the curved sheets and the side walls. These lamps are fed with electric power from a wall socket via a conventional cord and prong arrangement (not shown).

If desired, each lamp l2 may be provided with a r rotatable vane-like construction 13 pivotally mounted on a clamp-like support fitting around the lamp as shown, and which is adapted to rotate in response to the heat generated by the lamp. Such an arrangement is well known in the art and customarily employed in artificial fire places to simulate burning embers. Its use in the display stand of the invention provides movement for the illumination cast upon the translucent sheets H, H by the lamp i2, l2 and serves to attract the passer-by.

Each translucent sheet H is held or clamped firmly in place on the display stand by means of a pair of resilient or springy, semi-circular, metal bands or clamps Hi, It positioned at both ends of the translucent sheet and fitting into the grooves between the molding strips lil and the semi-circular board i5. Note Figs. 2 and '7. The dimensions of semi-circular boards I5 are such that in combination with molding strips Iii there are provided grooves at diametrically opposite sides for the translucent sheets H, ii. The boards l5 enable the sheets i l to be firmly clamped in position by the metal bands [4.

Positioned between shelves 5, 5 are interchangeable cardboard inserts I 8 which have a rear wall and foldable side walls containing pictorial representations of the merchandise offered for sale. The height of these inserts is substantially the dimension between shelves. These inserts are prevented from sliding out from the front display stand by the overlapping portions of the molding strips Ill located in front of the stand. These strips IE! have edges which extend beyond the front edges of the side walls 2. 2. The inserts are prevented from sliding out from the back of the display stand by the molding strips I0 located in the rear of the display stand and also by the horizontally positioned strips [0 (note Fig. 4) which conceal the rear edges of the shelves 5, 5. The insert may take the appearance of Fig. 8, or, if desired, the appearance of Fig. 9. In Fig. 9 is shown an insert l8 which difiers from l8 of Fig. 8 by having a bottom wall. Such an insert with a bottom wall is adaptable for use on the lower shelves which are below eye level.

Inasmuch as all viewable walls of the insert contain pictorial reproductions of the goods offered for sale, it will be evident that when an article is removed from a shelf, the picture on the insert will give the illusion of a shelf filled with goods even though the shelf may be partly empty.

Fig. 10 shows a slight modification of the display stand, wherein the shelves 5, 5' are given a slight slant.

Figs. 11 to 16, inclusive, illustrate modifications which the ends of the display stand of the invention may take. In all of these modifications, it should be noted that a space is provided between the outermost surface of the translucent sheet and the vertical side wall, in which the lamps are adapted to be placed. Moreover, the side walls of these modifications are provided with flanges for holding the translucent sheet in place.

The display stand of the invention may be used on the floor, on the counter or in the window of a store, and its size will be such that it will be suitable for the particular location where it will be used. When used on a floor, it may, by way of example, be six feet high and three feet Wide. Its dimensions will be considerably smaller when used on a counter or in a window. It may also be used on a wall, in which case the stand may be made substantially entirely of cardboard or similar light-weight material. The dimensions of the display stand for hanging on a wall should, of course, be small, since such a use is designed primarily for displaying relatively small size articles, such as shoe polish cans or packages. When used for this last purpose, the supports 6, 6 will, of course, be dispensed with.

What is claimed is:

1. A portable display stand comprising vertical side walls, horizontall spaced shelves supported by said side walls, top and bottom horizontal sections extending beyond said side Walls, vertically arranged curved sheets extending between said sections at both ends and on the sides of said stand to provide spaces between said sheets and vertical side walls, said sheets being removable and containing advertising matter, and resilient curved bands at both ends of said sheets for holding said sheets in position.

2. A portable display stand comprising vertical side walls, horizontally spaced shelves supported by said side walls, vertically arranged molding strips secured to and concealing the edges of said side walls, top. and bottom horizontal sections extending beyond said sidewalls, vertically arranged curved translucent sheets extending between said sections at both ends and on the sides of said stand to provide spaces between said sheets and vertical side walls, said sheets being removable and containing advertising matter, and lamps at both ends of said stand positioned in said spaces, to thereby illuminate said translucent sheets, and curved metallic bands at both ends of said sheets and engaging said molding strips for holding said sheets in position.

3. A portable display stand comprising rigid vertical side Walls and rigid horizontally spaced shelves supported by said side walls, said stand lacking a permanent rear wall, top and bottom horizontal sections extending beyond said side walls, vertically arranged translucent sheets extending between said sections at both ends and on the sides of said stand to provide spaces between said sheets and vertical side walls, said sheets containing advertising matter of the goods to be displayed on said shelves, lamps at both ends of said stand positioned in said spaces, to thereby illuminate said translucent sheets, and foldable inserts adapted to be placed between said shelves, said inserts having a rear wall and foldable side walls containing pictorial reproductions of the merchandise offered for sale on said shelves, the rear walls of said insert by virtue of their location constituting the rear wall of said stand.

4. A portable display stand comprising vertical side walls, horizontally spaced shelves rigidly supported by said side walls, top and bottom horizontal sections extending beyond said side walls, and vertically arranged curved sheets extending between said sections at both ends and on the sides of said stand to provide spaces between said sheets and vertical side walls, said sheets containing advertising matter, and a pair of triangular shaped knees in each of said spaces at both sides of said stand to hold together the elements of said stand, one knee of each pair being secured at its bottom edge to the bottom horizontal section through a curved board having a straight edge resting against a vertical side Wall, said same knee being secured at its side edge to the same vertical side wall, the other knee of each pair being secured at its top edge to the top horizontal section through a similar curved board having a straight edge resting against the same vertical side wall, said last knee being secured at its side edge to the same vertical side wall, the curves on said sheets corresponding in shape to the curves on said boards, and curved bands adapted to hold said sheets to the curved surfaces of the boards.

5. A display stand for supporting articles for sale, comprising vertical side walls and horizontally positioned spaced shelves secured to and supported by said side walls, said display stand lacking a permanent rear wall, and removable foldable inserts adapted to be placed between said shelves, said inserts having a rear wall and foldable side walls containing pictorial representations of the merchandise offered for sale on said shelves, the side Walls of said insert being adapted to rest against the vertical side walls of said stand, the rear walls of said inserts constituting, by virtue of their location, the rear wall of said stand.

6. A display stand for supporting articles for sale, comprising vertical side walls and horizontally positioned spaced shelves secured to and supported by said side walls, said display stand lacking a permanent rear wall, and removable foldable inserts adapted to be placed between said shelves, the height of said inserts being substantially the distance between the shelves, said inserts having a rear wall and foldable side walls, at least the rear wall containing pictorial reproductions of the merchandise offered for sale on said shelves, the side walls of said insert being adapted to rest against the vertical side walls of said stand, the rear walls of said inserts constituting, by virtue of their location, the rear wall of said stand.

EDWARD G. KQCH.

REFERENCES CITED The following references are of record in the file of this patent:

UNITED STATES PATENTS Number Name Date 791,912 Jackson June 6, 1905 876,146 Burt Jan. 7, 1908 1,723,027 Fraley Aug. 6, 1929 1,803,631 Mabee May 5, 1931 1,861,671 Webb June 7, 1932 1,990,671 Redington Feb. 12, 1935 2,029,841 Templin Feb. 4, 1936 2,147,716 Ressinger Feb. 21, 1939 2,188,404 Hengel Jan. 30, 1940 2,239,343 Rumbaugh Apr. 22, 1941 2,256,339 Fallert Sept. 16, 1941 FOREIGN PATENTS Number Country Date 21,709 Great Britain of 1897

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