Abstract: A prefabricated, fully adjustable, modular article display system is provided which not only gives the appearance of a built-in, customized design but also may be installed against a wall surface in hiding relationship thereto so that overall finishing of the wall prior to installation of the display units is obviated. This significantly reduces the costs which a property owner or leaseholder must pay for finishing the interior of a retail area in which the units are used. The system is made up of a number of display modules each having a pair of upright, slotted standards which rest on the floor adjacent the wall and that are held thereagainst by clips on the standards which interlock with a Z-shaped tie bar adapted to be secured to the wall. A cantilever mounted valance and soffit assembly adjustably carried by each pair of standards immediately below the ceiling has illuminating means therein for directing light onto the displayed articles therebelow.