This stationery store was built in the "kanban" (signboard) style. The brick front is clearly labeled with both the name (blue) and a shop description (gold).
I recently watched the movie Warai no Daigaku (School of Laughs) from playwright / director Koki Mitani. This entire Showa street was a featured set in the film. If you haven't checked out Mitani's work before, you definitely should. He's a bit like the Christopher Guest of Japanese cinema.