CHAPTER XIV.
The Rue du Dix-Décembre, looking quite new with its chalk-white houses and the final scaffoldings of some nearly finished buildings, stretched out beneath a clear February sun; a stream of carriages was passing at a rattling pace through this gleam of light, which traversed the damp shadow of the old Saint-Roch quarter; and, between the Rue de la Michodière and the Rue de Choiseul, there was a great tumult, the crushing of a crowd excited by a month's advertising, their eyes in the air, gaping at the monumental façade of The Ladies' Paradise, inaugurated that Monday, on the occasion of a grand show of white goods.
The bright new masonry displayed a vast development of polychromatic architecture, relieved by gildings, announcing the tumult and sparkle of the business inside, and attracting attention like a gigantic window-display all aglow with the liveliest colours. In order not to neutralise the show of goods, the decoration of the ground floor was of a sober description; the base of sea-green marble; the corner pillars and the supporting columns were covered with black marble, the severity of which was relieved by gilded medallions; and the rest of plate-glass, in iron sashes, nothing but glass, which seemed to open up the depths of the halls and galleries to the full light of day. But as the floors ascended, the tones became brighter. The frieze on the ground floor was decorated with a series of mosaics, a garland of red and blue flowers, alternating with marble slabs, on which were cut the names of goods, running all round, encircling the colossus. Then the base of the first floor, made of enamelled bricks, supported the large windows, as high as the frieze, formed of gilded escutcheons, with the arms of the towns of France, and designs in terra-cotta, the enamel of which reproduced the bright coloured flowers of the base. Then, right at the top, the entablature blossomed forth like the ardent florescence of the entire façade, the mosaics and the faience reappeared with warmer colourings, the zinc gutters were carved and gilded, while along the acroteria ran a nation of statues, representing the great industrial and manufacturing cities, their delicate silhouettes standing out against the sky. The spectators were especially astonished at the sight of the central door, also decorated with a profusion of mosaics, faience, and terra-cotta, and surmounted by an allegorical group, the new gilding of which glittered in the sun: Woman dressed and kissed by a flight of laughing cupids.
About two o'clock the police were obliged to make the crowd move on, and to look after the carriages. The palace was built, the temple raised to the extravagant folly of fashion. It dominated everything, covering a whole district with its shadow. The scar left on its flank by the demolition of Bourras's hovel had already been so skilfully cicatrised that it would have been impossible to find the place formerly occupied by this old wart—the four façades now ran along the four streets, without a break in their superb isolation. Since Baudu's retirement, The Old Elbeuf, on the other side of the way, had been closed, walled up like a tomb, behind the shutters that were never now taken down; little by little the cab-wheels had splashed them, posters covered them up and pasted them together, a rising tide of advertising, which seemed like the last shovelful of earth thrown over the old-fashioned commerce; and, in the middle of this dead frontage, dirtied by the mud from the street, discoloured by the refuse of Paris, was displayed, like a flag planted over a conquered empire, an immense yellow poster, quite wet, announcing in letters two feet high the great sale at The Ladies' Paradise. It was as if the colossus, after each enlargement, seized with shame and repugnance for the black old quarter, where it had modestly sprung up, and that it had later on slaughtered, had just turned its back to it, leaving the mud of the narrow streets in its track, presenting its upstart face to the noisy, sunny thoroughfare of new Paris.
As it was now represented in the engraving of the advertisements, it had grown bigger and bigger, like the ogre of the legend, whose shoulders threatened to pierce the clouds. In the first place, in the foreground of the engraving, were the Rue du Dix-Décembre, the Rue de la Michodière, and the Rue de Choiseul, filled with little black figures, and spread out immoderately, as if to make room for the customers of the whole world. Then came a bird's eye view of the buildings themselves, of an exaggerated immensity, with their roofings which described the covered galleries, the glazed courtyards in which could be recognised the halls, the endless detail of this lake of glass and zinc shining in the sun. Beyond, stretched forth Paris, but Paris diminished, eaten up by the monster: the houses, of a cottage-like humility in the neighbourhood of the building, then dying away in a cloud of indistinct chimneys; the monuments seemed to melt into nothing, to the left two dashes for Notre-Dame, to the right a circumflex accent for the Invalides, in the background the Pantheon, ashamed and lost, no larger than a lentil. The horizon, crumbled into powder, became no more than a contemptible frame-work, as far as the heights of Châtillon, out into the open country, the vanishing expanse of which indicated how far reached the state of slavery.
Ever since the morning the crowd had been increasing. No shop had ever yet stirred up the city with such a profusion of advertisements. The Ladies' Paradise now spent nearly six hundred thousand francs a year in posters, advertisements, and appeals of all sorts; the number of catalogues sent away amounted to four hundred thousand, more than a hundred thousand francs' worth of stuff was cut up for patterns. It was a complete invasion of the newspapers, the walls, and the ears of the public, like a monstrous brass trumpet, which, blown incessantly, spread to the four corners of the earth the tumult of the great sales. And, for the future, this façade, before which people were now crowding, became a living advertisement, with its bespangled, gilded magnificence, its windows large enough to display the entire poem of woman's clothing, its profusion of signs, painted, engraved, and cut in stone, from the marble slabs on the ground floor to the sheets of iron rounded off in semicircles above the roof, unfolding their gilded streamers on which the name of the house could be read in letters bright as the sun, standing out against the azure blue of the sky.
To celebrate the inauguration, there had been added trophies and flags; each storey was gay with banners and standards bearing the arms of the principal cities of France; and right at the top, the flags of all nations, run up on masts, fluttered in the air, while the show of cotton and linen goods downstairs assumed in the windows a tone of blinding intensity. Nothing but white, a complete trousseau, and a mountain of sheets to the left, a lot of curtains forming a chapel, and pyramids of handkerchiefs to the right, fatigued the eyes; and, between the hung goods at the door, whole pieces of cotton, calico, and muslin in clusters, like snow-drifts, were planted some dressed engravings, sheets of bluish cardboard, on which a young bride, or a lady in ball costume, both life size and dressed in real lace and silk, smiled with their painted faces. A circle of idlers was constantly forming, a desire arose from the admiration of the crowd.
What caused an increase of curiosity around The Ladies' Paradise was a catastrophe of which all Paris was talking, the burning down of The Four Seasons, the big shop Bouthemont had opened near the Opera-house, hardly three weeks before. The newspapers were full of details, of the fire breaking out through an explosion of gas during the night, the hurried flight of the young ladies in their night-dresses, and the heroic conduct of Bouthemont, who had carried five of them out on his shoulders. The enormous losses were covered, and the people commenced to shrug their shoulders, saying what a splendid advertisement it was. But for the moment attention again flowed back to The Ladies' Paradise, excited by all these stories flying about, occupied to a wonderful extent by these colossal establishments, which by their importance took up such a large place in public life. Wonderfully lucky, this Mouret! Paris saluted her star, and crowded to see him still standing, since the very flames now undertook to sweep all competition from beneath his feet; and the profits of the season were already being calculated, people began to estimate the swollen flood of customers which would be sent into his shop by the forced closing of the rival house. For a moment he had felt anxious, troubled at feeling a jealous woman against him, that Madame Desforges, to whom he owed in a manner his fortune. Baron Hartmann's financial dilettantism, putting money into the two affairs, annoyed him also. Then he was exasperated at having missed a genial idea which had occurred to Bouthemont, who had artfully had his shop blessed by the vicar of the Madeleine, followed by all his clergy; an astonishing ceremony, a religious pomp paraded from the silk department to the glove department, and so on throughout the establishment. This imposing ceremony had not, it is true, prevented everything being destroyed, but had done as much good as a million francs' worth of advertisements, so great an impression had it produced on the fashionable world. From that day, Mouret dreamed of having the archbishop.