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05 Mid-Century Modern

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Kirk Demarais

on 27 October 2016

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Transcript of 05 Mid-Century Modern

The History of
Advertising & Design

TIMELINE OF
DESIGN
MOVEMENTS
1850
1860
1870
1880
1890
1900
1910
1920
1930
1940
1950
1960
1970
1980
1990
2000
2010
2020
1840
Industrial revolution
complete (1760-1840)
Arts and Crafts
Art Nouveau
Art Deco
Cubism
Futurism
Constructivism
De Stijl
Mid-Century Modern
Purism
Bauhaus
Postmodern
International (Swiss) Style
Deconstuctivism
WWII (1939-1945)
WWI (1914-1918)
Television
broadcasting
begins 1948
Sputnik 1
launched 1957
Widespread use
of the Internet
Moon walk 1969
Great Depression
(1930- early 1940s)
Ford's Model T-
cars became
popular and
affordable 1908
Vietnam War ends (1955-75)
MTV launch
1981
Motion picture
industry forms
Rise of
commercial
radio broadcast
Rise of
home video
Rise of
video games
First advertising
agency 1869
N.W. Ayer & Sons
American Civil War
1861-1865
Mid-Century Modern
MORE MODERN
APPLICATIONS
REID MILES
American graphic designer and photographer
Designed hundreds of album covers
for Blue Note Records from 1955 to 1967
(1927-1993)
MID-CENTURY MODERN YEARS:
1946-1965
PLACE OF ORIGIN:
The USA

The economic boom
caused by the end of
World War II

A RESPONSE TO:
THE GOAL:
$$$
INSPIRED BY:
Modernism
The future
VISUAL CHARACTERISTICS:
MID-CENTURY
MODERN
GOOGIE ARCHITECTURE
Furniture was often inspired by
DANISH MODERN
STYLE
Populuxe
Atomic Age (after 1945)
Post-war era (1946–1962)
Space Age (after 1957)
SOMETIMES CALLED:
THE RISE OF A
NEW MASS MARKET
WAR INDUSTRY
CONSUMER INDUSTRY
America was
materially democratic.

America’s industry was using half the world’s steel and oil
EFFECTS OF THE LOW BIRTH RATE
1930-1945
Rising incomes
Declining employment pool, but more jobs
Good paying jobs for less educated
Education widely available
Suburbia develops
Keep 'Em Rolling
www.youtube.com/watch?v=AZWTC3IIZzo
(Incomes increased twice as fast as the population)
https://archive.org/details/IntheSub1957
The middle class jumped from
5.5 million families in 1929 to
17.9 million families in 1953
DOMESTIC
ARCHITECTURE
VISUAL MOTIFS
Starbursts and Twinkles
GRAPHIC DESIGN
TEXTILES
INDUSTRIAL
DESIGN
American Look (1958)
Mad Men (2007)
The Incredibles (2004)
SHAG
IKEA
Stockholm collection
McDonald's and Wendy's
Siloam Springs, AR
RAYMOND LOEWY
American Industrial designer
CHARLES EAMES
RAY EAMES
American industrial designer
HENRY DREYFUSS
MARY BLAIR
MUSIC
"Happy Go Lively" by Laurie Johnson
"Hackney Carriage" by King Palmer
"Workaday World" by Jack Beaver
"Holiday Playtime" by King Palmer
"Holiday for Strings" by David Rose
Alexander Calder originated mobiles in the 1930s.
Polynesian and Tikis
Boomerangs and Parabolic Curves
Sputnik
Dynamic lines and angles
FRAGMENTATION
AND FINE LINES
SPACE AND
TRANSPORT
Gateway Arch, St. Lewis by Eero Saarinen
and Hannskarl Bandel, 1963
Herman Miller logo
Butterfly Chair by the Austral Group, 1938
Sheath shape
Arne Jacobson
Ant Chair
Egg Chair
Series 7 Chair
Nanna Ditzel
Womb Chair by Eero Saarinen
Verner Panton
Wire Cone Chair
Cone Chair
S Chair
Verner Panton, Phantasy Landscape, Visiona II, 1970


Tulip Chair by Eero Saarinen
Arco floor lamp by Achille Castiglioni, 1962
Djinn Chair by Olivier Mourgue
Disneyland Attraction Posters
Launched in 1957
Jim Flora
See more on javiergarcia.com
Eames House of Cards
Contemporary interior design
Eames Lounge Chair
Iron Man 2
Click
Eames Lounge Chair on Fraiser
JCPenny, Jonathan Adler collection
Docks Furniture System
by Björn Meier
2001: A Space Odyssey (1968)
Kidney Bean Table
Chevrolet "Look Forward" logo
Dynamic lines and angles
Streamlined
Dynamic lines and angles
Streamlined
Futuristic

Dynamic lines and angles
Streamlined
Futuristic
Optimistic and whimsical
Dynamic lines and angles
Streamlined
Futuristic
Optimistic and whimsical
Modern materials
It's A Small World
concept art and exterior, 1964
(1911-1978)
Mary Blair concept art for Alice in Wonderland
Mary Blair conceptual art for Cinderella
Mary Blair conceptual art for
The Legend of Sleepy Hollow
Mary Blair conceptual art for The Little House (1952)
Wassily Kandinsky
Paul Klee
Originated in abstract art
Number of new car registrations doubled after WWII
http://www.houseind.com
The nation's gross national product rose from
$200 million in 1940 to
$500 million in 1960
Charles Spencer Anderson Design
csadesign.com

Holiday record covers
US Consumers bought ¾ of all the cars and appliances on earth
DON'T
DON'T
DO
(1907–1978)
(1912–1988)
Parks and Recreation
American designers
Made major contributions to architecture, furniture, industrial and graphic design, fine art and film.
American artist and animator for Disney
Eames molded plastic rocker
Eames Lounge Chair
Eames Molded Plastic Eiffel Side Chair (DSR)
Eero Saarinen, TWA flight center, JFK airport
1953 Studebaker Commander
Hudson Locamotive, 1938
Hoover Convertible Vacuum cleaner, 1957
Western Electric Telephone for Bell Laboratories, 1937-1950
Honeywell T87 circular wall thermostat, 1953
"The main goal is not to
complicate the already
difficult life of the consumer."
"The real questions are: Does it solve a problem?
Is it serviceable? How is it going to look in ten years?"
-Charles Eames

Greyhound Lines Coach PD-4501 Scenicruiser, 1951
Lucky Strike package, 1942
Shell and British Petroleum logos
Coquelle french oven 1958
Gestetner duplicating machine redesign, 1929
Ranch Style House
Eero Saarinen, Dulles International Airport, Washington DC, 1962
"[If] people are made safer, more
comfortable, more eager to purchase,
more efficient, or just happier, the
designer has succeeded."
Mid-century architecture influenced
by car culture, and the Space Age
aesthetic. Often features
fragmentation and sweeping lines.

V-shaped (butterfly) roof lines
New families (The Baby Boom)
Mortgage assistance for returning military
HIGH DEMAND FOR NEW PRODUCTS
THE RESULTS
'IN THE SUBURBS' (1957)
A promotional film from Redbook Magazine
The space race started in 1955
(1893-1986)
VISUAL CHARACTERISTICS
Vassily Kandinsky, Composition 8, (1923)
The Googie style is named after a defunct
coffee shop in West Hollywood.
Screenshots from
'The Jetsons'
Cabana Bay hotel, Orlando
Established families "catching up"
THE RESULTS
AMPLE SUPPLY OF NEW PRODUCTS
HIGH DEMAND FOR NEW PRODUCTS
HIGH DEMAND FOR NEW PRODUCTS
The Jet Age started in 1952 with commercial jetliners
https://spaces.archilogic.com/3d/archilogic/umUjmx?modelResourceId=43240320-bec0-11e5-b1f9-31ea858e111d&mode=edit&view-menu=none&main-menu=interior
3D Tour of Don Draper's Apartment
THE GREAT
DEPRESSION
1929-1939
WORLD WAR II
BEGINS
1939
Photo by Dorothea Lange
WORLD WAR II
ENDS
1945
AMPLE SUPPLY OF NEW PRODUCTS
Highly paid workers
+
High demand for products
+
Ample supply of products
=
Economic boom

THE RESULTS
Bombed German factories
Full transcript