Our son Michael found this elusive Broyhill Premier Saga desk on Craigslist and dispatched David and me to buy it. I love the way it curves in the front.
Broyhill Premier gave this description of its Saga Collection:
Mad for modern? Have your heart’s desire with SAGA by Broyhill Premier. . . SAGA is a fresh twist to the Scandinavian furniture story . . . vigorous in design and striking in simplicity. Skillfully proportioned for today’s room sizes in warm, beautifully grained Walnut.
In 1957, to provide sophistication, style, and quality to their growing customer base, Broyhill Furniture established its Broyhill Premier line at the old Lenoir Chair Company plant in North Carolina. They added a sales force and a quality control program. And then they developed ad campaigns.
I found an example of one of their campaigns from 1960, when Broyhill Premier and Air France cosponsored an Abroad at Home contest. How sophisticated.
The rules were simple:
Join in the fun . . . enter the “Abroad at Home” contest!
THREE FIRST PRIZES . . . 14 EXCITING DAYS FOR TWO TO PARIS, ROME OR SCANDINAVIA
Think of it . . . winging your way luxuriously across the Atlantic aboard a new AIR FRANCE Boeing 707 jet . . . off on a European holiday with all of your expenses taken care of by Broyhill Premier.
Here’s how it can be you . . . living it up for 12 wonderful days in your choice of Paris, Rome or Scandinavia.
First . . . visit your local franchised Broyhill Premier furniture dealer or AIR FRANCE ticket office for an official “Abroad AT Home” Contest entry form. A quick call to Western Union Operator 25 will give you the name of your nearest Broyhill Premier dealer.
Now . . . choose where you want most to visit . . . Paris, Rome or Scandinavia. Then, finish in 50 words or less this sentence:
“I would like to take my husband (or wife) to (Paris)(Rome)(Scandinavia) because. . .”
Let’s pause a moment in the excitement of this contest to study a full-page advertisement for the Saga collection and read its thrilling caption:
Now, on to the remaining rules:
Then mail, with your name and address to:
“Abroad At Home” Contest
Box 33-B, Mt. Vernon 10, New York
Your entry must be postmarked no later than midnight, September 15, 1960 and becomes the property of Broyhill Furniture Factories. Winners will be notified by mail on October 15, 1960 with the judges’ decision accepted as final.
Three first prizes will be awarded . . . one for each of the three new Broyhill Premier furniture collections. For TRIANON, 14 days for two to Paris. For INVITATION CLASSIC, 14 days for two to Rome. And for SAGA, 14 days for two to Copenhagen, Stockholm, and Oslo. With all expenses paid.
As a winner . . .you will fly from your home to New York on one of the country’s leading scheduled airlines. From New York, you will fly to your destination in Europe, Economy Class, aboard a new AIR FRANCE jet. And l’economique est tres chic when you fly on the world’s largest airline.
At your destination, you will be transferred to your hotel, first class of course. There you will partake of everything for which your favorite city is so famous. You will go sightseeing, dine in the finest restaurants, dance at the top nightclubs, have ample time to explore on your own and for shipping. All of your expenses, with the exception of those of a personal nature will be paid for . . . every arrangement taken care of by experienced travel personnel.
This is such a magical contest; I love the linking of international travel with furniture. But let’s head back to our Iris Abbey escapades.
David cleaned up the Premier Saga desk and Michael hunted for a chair. First, David filled the chipped veneer on the left side of the desk top with Timber Mate Wood-filler Walnut. He then used Watco Danish Oil Medium Walnut to bring back the rich depth of the original Broyhill finish.
Michael came up with a chair that looked a close match. Heywood-Wakefield manufactured this dining chair in 1954-55 in two finishes, Champagne and Wheat. This chair is Wheat. While not the exact shade of the Broyhill Saga Premier Saga Desk, the Heywood-Wakefield M 953 chair is just a few tones away and makes an elegant pairing. It has a bow tie back, which seems perfect for the gentle curve in the desk.
The fabric, however, looked a bit sad. We pulled some vintage fabric and gave this girl a facelift. Here’s her Before shot:
We’re selling the desk and chair as a set in our booth at Avonlea Antiques and Design Gallery. The combination of these two utilitarian pieces, from quintessential American manufacturers of MCM furniture, creates a unique pairing: a Broyhill Premier Saga Desk and a Heywood-Wakefield M 953 Bow Tie Chair.
The serendipitous mating of these pieces embodies the best of American furniture manufacturers’ foray into Danish design that resulted in what we call Mid-Century Modern furniture. Styling, simple elegance of line, and solid wood. No particle board.
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Ann Marie and David