During a Dollar Days promotion in 1944, excited shoppers crowd around the Tuchscherer's window to see what values are to be found. Perhaps the economic conditions of the war- price controls, rationing, etc.- promoted this much enthusiasm for a shoe sale in Menasha?
Looking little like neighboring buildings in the downtown, this "art moderne" style structure replaced the one burned in the disastrous fire of 1940. It was a late type of the Art Deco design style which emerged during the 1930s and which emphasized curving forms and long horizontal lines. Sharp angles were replaced with simple, aerodynamic curves.
photo courtesy, Menasha Public Library
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