Hanging above our register counter, adding a splash of vibrant color to the hectic morning scene at Rosenfeld’s, is the circa-1989 Newton Area Business Map. Typical of the time, businesses would advertise on this map that also showed local landmarks to attract both locals and tourists to their locations. Once a simple advertising gimmick, the now historical ad map has long held a place of honor as a revered and much talked about piece of art and Newton history at Rosenfeld’s.
The colorful map is dotted with familiar names and icons of New England business history, some of which still stand, others that have since faded away – Baybank, Harnett’s, Baskin Robbins, Bread & Circus and, of course, Rosenfeld’s.
The map itself has evolved from a novel piece of advertising into a nostalgic work of pop art. Folks in line waiting for their orders never cease to comment on the different businesses they remember, the landmarks they visited or memories sparked by different locations they see on the map.
The evolution of the humble ad map to a work of art is much like the Rosenfeld’s bagel. Something simple and basic that, with thought, care and a little creativity, can become much more. So stop by, enjoy a bagel and take a look at the map and share your memories with us.
