The customer would sit for their likeness to be captured on a permanent medium for future viewing. The commercial photography studio was located in New York City at Broadway and Chamber Street. Johnson with Wolcott created the world's first photography portrait studio as a business. They opened their commercial daguerreotype photography portrait studio in March 1840. Wolcott's camera technology was taken to London by Johnson's father, William S. Johnson, in February 1840. A European franchise financial arrangement was worked out by W. S. Johnson with Richard Beard, a coal merchant and entrepreneur. They hired John Frederick Goddard, a chemist and lecturer in optics. Goddard came up a chemistry formula to make the image plate sensitive to light so that an image would develop on it much faster than the daguerreotype cameras of the time. The image plate used iodine chloride to make the plates sensitive to light, which helped to shorten the camera exposure time. The concave mirror reflector improvement and the photo-sensitive plate were the key innovative features Wolcott based his 1840 camera invention on that made portraits a possibility. This made exposure time to as low as a few minutes in bright sunlight, and since a person could be still for that long it make portraits possible using this state-of-the-art photography. Beard then opened the first public portrait studio of Europe in London in March 1841, the Daguerrean gallery at the Polytechnic Institute. Beard developed franchises of portrait studios throughout England. Johnson died on May 3, 1871, in Saco, Maine.