ABSTRACT
This chapter discusses the Egyptianizing buildings were built in the 20th century and are associated with entertainment and commerce. The use of Egyptian elements was extensive, and went beyond the architectural and decorative; the cover of the Luxor opening souvenir programme featured a winged sundisk and uraeus and the usherettes wore Egyptian-style costumes. Ancient Egypt provides them with associations of pharaonic luxury and antiquity and also with practical utility. Strict accuracy and authenticity did not matter: the parade was automatically Egyptianizing because of its association with the Egyptian Hall, which in turn was associated with both modern Egypt and Ancient Egypt. Wallis had invented an Egyptianizing style through referring to Egyptological archaeological records for ideas. It had appeared as early as 1919 in the General Electric Company building in Birmingham, but reached its epitome in his industrial style in the construction of the single-storey Caribonum and Firestone Tyre Company buildings of the 1920s.
