This is the less familiar reverse side of the well known memorial entitled "The response 1914" by Sir William Goscombe John, 1923.
It shows soldiers of the Northumberland Fusiliers in 17th and 20th century uniform and St George in the centre.
Newcastle's 'new' co-op was built on Newgate Street in 1932. Although 'art decor' in style, it gave more than a nod to Egypt where Howard Carter's discovery of Tutankhamun's tomb had just taken place. See http://www.timmonet.co.uk/html/newcastle_co-op.htm