De Gruyter Stereoscope

Netherlands, 1920s

This black metal collapsible stereo viewer advertises the De Gruyter supermarket chain that operated from 1818 to 1976 in the Netherlands. The store was originally founded by Piet de Gruijter as just a mill and over time shops were added. Although it’s hard to see, the slogan “En betere waar, èn tien procent, alleen De Gruyter” is engraved on the front. In English, that translates to “And better goods, and ten percent, only De Gruyter,” referring to one of their practices of giving discounts to loyal customers. The accompanying stereoviews show images of Amsterdam.

Primary Material: Metal
Media Format: Photo paper
Light Source: Natural light
Focus: Adjustable
Interocular: Fixed