Vintage Broyhill Brasilia Ads and Images

I happened upon these Broyhill Brasilia ads/images the other day.

If you look in the background of this vintage ad, you'll see the Alvorada Palace.

I like how this ad/fake newspaper article, which seems like an introduction to Brasilia furniture and might be from when they launched the line, includes images of the architecture from the city of Brasilia (which the furniture line is based on).

It reads:

Fashions for the home
Seldom do we see anything completely without overtones from another country, a different era or civilization. One of these rarities is the Capital City of Brazil. Transforming its 400 square mile jungle site into  a metropolis, Brasilia is "new" in every way.

The city, built from Lucio Coasta's plan, extends from a central axis in a spreadwing formation, resembling the silhouette of a jet airliner. And it is as completely modern as the air travel so important in the realization of the dream which became Brasilia.

One of our manufacturers, seeking inspiration for a different concept in furniture design, found it in the clean lines, sweeping curves and startling contrasts of the new city.

This firm's designers worked for two years with Oscar Niemeyer, the architect for the building in Brasilia. The result, presented with Niemeyer's official recognition, is the first copyrighted furniture design group to appear in years.

Soon to be seen locally, the furniture is a combination of domestic walnut and pecan with accents of Brazilian rosewood, skillfully scaled for contemporary comfort and efficiency. It reinterprets the unique shapes and lines of the buildings and reflects the unusual character of Brasilia, the "city of tomorrow," in furniture for today's homes.

Broyhill Premier Seal of Quality

The last little piece of mid-century Broyhill Premier advertising that an ever-so-kind reader sent along was this Broyhill Industries Premier Seal of Quality.

It teaches you what to look for in quality furniture and lays out the Broyhill Premier Warranty. And gives you a little sales pitch to remind you that Broyhill Premier is quality furniture.

It reads:

The Broyhill Premier furniture that you select is — and always will be — a reflection of unerring good taste.

In every way, it exemplifies the finest in craftsmanship, comfort and value.

There is no skimping on details. From the graceful and authentic designs, the meticulous selection of elegant fabrics, to the "inner world" of plump cushions and skillfully constructed frames and spring bases, Broyhill Premier is outstanding furniture you can buy with pride and confidence.

To make good living better, look for the Permier Seal — the mark of excellence in upholstered furniture.

I love the "to make good living better" line. That's a lovely little bit of copywriting.

Broyhill Premier Sculptra Canopy Bed

It wasn't so long ago that I was questioning the existence of the Sculptra canopy bed, or as the brochure calls it, the Broyhill Sculptra poster bed. But between it being in the Broyhill Sculpltra brochure and a the photos I've seen, there's no question anymore.

And another one has come out of the woodwork. A reader picked up this Sculptra canopy bed at a garage sale in San Francisco and was kind enough to send me photos.

I hadn't noticed the cut-out detail on the footboard before. It mimics the curves seen in other Sculptra pieces nicely, while still keeping a full piece of wood to hold the mattress. And I love those legs.

Vintage Broyhill Sculptra Sales Letter

Included in the small pile of Broyhill Sculptra documents a reader sent me was this sales letter from Broyhill Premier. It was probably sent out to Broyhill Sculptra dealers to encourage them to order more Broyhill Sculptra furniture, or to start carrying it if they're weren't already.

It reads:

October 10, 1966

Sculptra
In recent years modern designers have been paring away at the excesses in scale, weight and ornamentation in art, architecture, furniture design, and countless other related fields. A new reverence has developed for clean, uncluttered, but graceful lines which are functional and well proportioned. Designers and furniture craftsmen in the Scandinavian countries of Europe have undoubtedly thrust themselves into the forefront of this new "Puritanism." Their success has been evidenced by the fact that a great deal of the furniture produced in the past few decades which adheres to this principle has become known throughout the world as "Scandinavian Modern."

Sculptra is an outstanding example of this "imported look" of Scandinavian Modern. It is master-crafted by Broyhill Premier in beautifully grained American walnut. Sculptured moulding bonded to the faces of doors present an outstanding principle design motif. Carved elliptical recessed drawer pulls contribute to the elegant simplicity. A curved stretcher between the gently tapered legs arches gracefully to support leg pieces. A unique moulded gallery rail sweeps upward from the top of many case pieces to add to the sculptured effect.

The Brandy Walnut finish is achieved following a double bleaching operation which permits greater uniformity of color. Following the building of a rich color, hand glazing takes full advantage of the natural characteristics of each piece of walnut. Two top coats of lacquer are applied and the finish is hand rubber to a soft sheen.

• Face veneers are hand selected American walnut.
• Structural parts are of pecan and mahogany.
• Broy-Glide drawers operate on ball bearings and will not stick, drop down or fall out.
• All dining tables equipped with easy opening steel Broy-Slides.
• Drawer interiors are oak or mahogany, hand sanded and waxed for extra smoothness.
• Jewelry compartment included in each dresser.
• Buffets, chinas and serving carts have silver compartment lined and covered with tarnish resistent Pacific cloth.
• All beds with footboards equipped with wood rails.

Prices Subject to Change Without Notice.
Terms: 2% - 30 days, Net 60 days, F.O.B. Factory.

I love how Broyhill Primer starts by selling the general idea of modern design and mid-century modern furniture, or Scandinavian Modern as they call it, and then eventually get around to the details of the Sculptra line: the woods used, the branded names for slides and glides and the other selling points.

How they describe Sculptra furniture in the second paragraph and the wording they use — elegant, simple, graceful, unique, sculptured —makes me want to buy every piece, sight unseen. I suppose that's the point of a sales letter that doesn't have any photographic or artistic accompaniment.

Original Broyhill Sculptra Price Sheets

The reader who was nice enough to send me a copy of the Broyhill Sculptra brochure that she found in her parents Sculptra dresser also happened to have a uncle who was a Broyhill Sculptra dealer. So when she sent along the Sculptra brochure she also sent along a copy of the original Broyhill Sculptra dealer price sheets.

I've never seen anything like this, for any Broyhill line of furniture. It's amazing to see what Broyhill Sculptra furniture sold for in 1960. All the pieces have a fairly standard retail markup, about twice the cost of the dealer price.

It clearly shows that some pieces were built to order. For example, my Broyhill Sculptra dresser with six drawers, without the Sculptra box motif, is actually two functional drawer chests on a double platform base. It would have cost $159.85 in 1960; more than the standard Sculptra double dresser ($109.95), which might be why it's harder to find these days than the standard dresser. Or there may have just been less made, since they were build to order.

It looks like you could also mix and match buffets, credenzas and room divider bases with different tops (bookcase, etc).

The Manga dresser stands out as expensive for its size ($159.95), costing more than the Sculptra desk and the nine-drawer dresser (both $149.95). That probably accounts for its extreme rarity today. Same goes for the Sculptra canopy bed, which is one of the smallest beds, but the most expensive at $139.95.