Evening Star Newspaper, April 2, 1923, Page 29

THE_EVENING STAR, WASHINGTON, D. C, MONDAY, APRIL 2, 1923, 244 N 7, 7 77 770 W/,/, The artist has done well with the picture above. Here is a new Washington scene---a fresh, interesting and charming vista in the Nation’s Capital, noted for its magniticent prospects. The new Hecht Co. Store and its surroundings are clearly and definitely pre- sented. Alas and alack, there is something left out of this pic- ture. The artist was unable to give it significant form, or to present it in terms of light, shadow and line. It is a very important thing. It is the most important thing in the building. Indeed, in comparison, the structural steel and stone are as nothing. Without it, to speak figuratively, the steel would corrode, the stone crumble, the building collapse. z i 4 i o Mo EAERI =Y e Something Is Wrong With This Picture--- The thing we refer to is called CONFIDENCE. This is the magic solvent, the mystic cement, the real- ity more fragile than a dream, and stronger than beams of steel, making a picture no artist can paint. Contidence has built The Hecht Co. It will build the New Store---your confidence in us, our confidence in you. This business is anchored on the rock bottom of mutuality---of reciprocal benefits. The Hecht Co. deals four-square, and the people know it. That is why it has grown. That is why the new building is necessary. On Wednesday we begin the celebration of our 27th Anniversary. The store will teem with golden values -the most remarkable in 27 years. You are advised to watch the papers. It is going to be extraordinary 7th at F % ’///‘;17///‘/‘ T 77 % 772777777, Y 727, 7777777777777 7,