Household Design of the 1950's
“American corporate designers were learned in Modernist theory, but nevertheless found bulbous aerodynamic bodyshells an appropriately slick garb for wares of a vigorous, efficient society with an aggressive faith in its future. Flashy exaggeration at the hands of the stylists, ever compelled to ‘improve’ on last year’s model, gave streamlining a bad name.” (Hodges, Coad, Stone, Sparke, Aldersey-Williams, The New Design Source Book, 1992, p.158) Discuss in relationship to the ‘innovation’ in household designs of the 1950’s, how do these designs compare to similar examples of today? Do designers today feel “compelled to improve on last years model?
“American corporate designers were learned in Modernist theory, but nevertheless found bulbous aerodynamic bodyshells an appropriately slick garb for wares of a vigorous, efficient society with an aggressive faith in its future. Flashy exaggeration at the hands of the stylists, ever compelled to ‘improve’ on last year’s model, gave streamlining a bad name.” (Hodges, Coad, Stone, Sparke, Aldersey-Williams, The New Design Source Book, 1992, p.158) When discussing this quote in relation to household designs produced during the 1950s, it is important to understand the effects that Streamlining had on society; how it fuelled mass production and mass consumption and has had lasting affects on designers in the design industry today.
Streamlining is the design language referring to the change that first occurred in the USA, as a search for a style for the age. The style spanned from 1935 through to 1955. During this time, design became an important way in which many countries that were affected by the war “set out to reassert their position within world trade”.1The USA recognised this need and set out to develop a national design style. Streamlining was originally derived from Aerodynamic experiments, and in particular drew from the latest developments in mass transport including cars, aeroplanes, boats and trains, as they
“American corporate designers were learned in Modernist theory, but nevertheless found bulbous aerodynamic bodyshells an appropriately slick garb for wares of a vigorous, efficient society with an aggressive faith in its future. Flashy exaggeration at the hands of the stylists, ever compelled to ‘improve’ on last year’s model, gave streamlining a bad name.” (Hodges, Coad, Stone, Sparke, Aldersey-Williams, The New Design Source Book, 1992, p.158) When discussing this quote in relation to household designs produced during the 1950s, it is important to understand the effects that Streamlining had on society; how it fuelled mass production and mass consumption and has had lasting affects on designers in the design industry today.
Streamlining is the design language referring to the change that first occurred in the USA, as a search for a style for the age. The style spanned from 1935 through to 1955. During this time, design became an important way in which many countries that were affected by the war “set out to reassert their position within world trade”.1The USA recognised this need and set out to develop a national design style. Streamlining was originally derived from Aerodynamic experiments, and in particular drew from the latest developments in mass transport including cars, aeroplanes, boats and trains, as they
Bibliography: 1. Aldersey-Williams Hugh, World Design: Nationalism and Globalism, Rizzoli, New York, 1992 2. Baker Eric, Design Patents, Angus & Robertson, 1991 3. Dormer Peter, Design since 1945, Thames & Hudson, 1993 4. Fiell Charlotte & Peter, 50’s decorative Arts, Taschen, 2000 5. Flinchum Russell, The man in the brown suit: Henry Dreyfuss, Smithsonian Institute, New York, 1997 6. Hemingway Wayne, The Home, Mass Market Classics: A celebration of everyday design, Rotovision, Singapore, 2003 7. Hodges, Coad, Stone, Sparke, Aldersey-Williams, The New Design Source Book, 1992 8. Jodard Paul, Design Heroes: Raymond Loewy, Harper Collins Publishers, 1992 9. Loewy Raymond, Never Leave Well enough alone, Simon and Schuster, New York, 1951 10. Pulos Arthur J, American Design Ethic: A History of Industrial Design, MIT, London, 1983 11. Philips, Vision of the Future, Philips Design, 1996 12. Schonberger Angelor, Raymond Loewy: Pioneer of American Industrial Design, Prestel, Berlin, 1990 13. http://www.teague.com/flash.html 14. http://www.frigidaire.com/