The demanding residents of Poznań wanted more… At the turn of the 20th century, their aspirations resulted in stiffer competition for customers. A number of luxury department stores were established offering top-quality wares for the rich. The laws of supply and demand and marketing efforts influenced their architecture, which was intended to draw customers’ attention. The city embraced pioneering technological solutions, such as the reinforced concrete structural frame used in 1904 in the construction of the Deierling and Morgenstern Department Store. The building’s modern structure was concealed under an art nouveau façade. A freight lift and a central heating system were installed within.