Standard Shoes
Color, more color please! There was nothing standard about “Standard Shoes” owned by Sid and Larry Schwartz. That’s because they hired influential mid century modern architect Bernard Zimmerman and graphic designer Deborah Sussman in 1972 to create a colorful and dreamy shoe paradise. I remember the one on La Cienega before the Beverly Center was built. It’s where my mom purchased my HUSH PUPPIES, Mary Janes and brown Saddle Shoes for school. I remember how colorful it was inside with giant art nouveau murals and lots of colored glass. But, my key memory was playing in a giant boot inside the store. Deborah Sussman , a pioneer in the world of graphic design, got her start in 1953 working at the Eames Office in Venice, designing showrooms, exhibits and graphics. She also designed the graphics for the 1984 Olympics. I loved the colorful giant "S" she designed for Standard Shoes. I think it was made to look like a kids race car track model. Below was...
