Twentieth Century Limited: Industrial Design In America 1925-1939
In the late 1920's "streamlined" became the term businessmen used to describe new models that were easier to produce as well as those that met with less sales resistance than older products. Illustrating this concept with streamlined objects from soup cans to the Chrysler building, Jeffrey Meikle's classic book, Twentieth Century Limited, celebrates the birth of the industrial design profession from 1925-1939. This second edition includes a new preface and improved photographic reproduction.
Commercial artists who answered the call of business -- Walter Dorwin Teague, Norman Bel Geddes, Henry Dreyfuss, and Raymond Loewy the best known among them -- were pioneers who envisioned a coherent machine-age environment in which life would be clean, efficient, and harmonious. Working with new materials -- chrome, stainless steel, Bakelite plastic -- they created a streamlined expressionist style which reflected the desire of the Depression-era public for a frictionless, static society.
Appliances such as Loewy's Coldspot refrigerator "set a new standard" (according to the advertisements), and its usefulness extended to the way it improved the middle-class consumer's taste for sleek new products.
Profusely illustrated with 150 photographs, Twentieth Century Limited pays tribute to the industrial designers and the way they transformed American culture; a generation after its initial publication, this book remains the best introduction to the subject. The new edition will fascinate anyone interested in art, architecture, technology, and American culture of the 1930's.
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Advertising Arts aerodynamic Airflow appearance architects architecture Arens artists auto automobile Automotive beauty became building businessmen Calkins Century of Progress Cheney Chicago Chrysler clients Coldspot color commercial Company consumer engineering Corbusier created curved decorative Depression Doren dustrial designers efficiency Egmont Arens Eric Mendelsohn exhibit exposition expressed fair's figure flow Ford forms function Futurama future Geddes Collection Geddes's Henry Dreyfuss Horizons Hugh Ferriss indus Industrial Art industrial design interior Le Corbusier Loewy's Machine Age machine-age Magazine manufacturers mass production materials Mendelsohn ment metal Modern Plastics modernistic Molded Motors Museum Norman Bel Geddes packaging Pierce-Arrow planning product design Product Engineering radio Raymond Hood Raymond Loewy redesign refrigerator Russel Wright Sears selling Sept skyscraper social society streamlined style Teague's teardrop technological thirties tion trial design Vassos Walter Dorwin Teague World's Fair York