Storing Homepage
Globe-Wernicke campaigned particularly hard for the domestic application of their stacking units. They appealed to homemaker's desire for efficiency by characterizing the flexibility of this stackable system as elastic. The company featured its "Elastic" Bookcase in a series of advertisements published in women's magazines such as Ladies' Home Journal and Good Housekeeping. This storage piece could be arranged in a number of different heights and widths depending on the space available and the number of books to be stored. At a later date, the system could be reconfigured by buyers who could add new units, "stretching" the system's capacity. The "Apartment Sectional" bookcase made by Globe-Wernicke promised to step into the traditional role of the hearth as "the heart of the home" for renters. Available in a range of "period styles," the traditional designs promised to add to the decorative character of all types of domestic spaces. Advertisements for these low compact units often portrayed them in tight locations as if to prove the economy of space they provided.
