Transition to Streamline Moderne
Introduction
The streamline moderne style of architecture, also known as Art Moderne, is an American style (though some believe it originated in Europe) that was both a reaction to the Art Deco movement and a product of the Great Depression. It emerged in the 1930s and is a style that was born out of necessity. A necessity for cheaper buildings due to the depression, and a necessity of hope for a better future. Whereas the Art Deco movement is characterized as highly decorative and ornamental, Streamline Moderne is quite the opposite. Because of the disastrous financial crisis in 1929, art deco architecture was no longer an economically sustainable movement. In the streamline style, the sharp lines previously found throughout architecture and design were rounded out, buildings became more horizontal rather than vertical, and all unnecessary ornamentation was eliminated so that the buildings had a smooth, sleek finish. The materials used, such as steel, aluminum, glass, and stucco walls were much cheaper than previously popular building materials as well. Other characteristics of streamline design include flat roofs, horizontal lines/grooves that run along the walls, rounded windows that wrap around the rounded corners, and porthole windows.Influences
Streamlined design was not limited whatsoever to architecture. Though it is not clear as to whether or not the design style originated in architecture, it found its way into every aspect of American life including trains, cars, lamps, chairs, and even toasters among many other things. The goal of the design was to evoke speed, which is why it was widely popular for cars, trains, and boats. However, the futuristic look that gave people hope for a better economic future is what brought it into the home in the form of furniture and kitchen appliances.1939 World's Fair New York
Much of the architecture exhibited in the 1939 world's fair in New York was in the style of Streamline Moderne. It was the exhibition of the future. Many of the attractions displayed how technology would shape the future, and streamline design was perfect for this task. One of the most popular exhibits at the fair was the General Motors Futurama exhibit designed by Normal Bel Geddes-a lead streamline designer. It gave fair-goers a glimpse of what the future could hold through an all-encompassing attraction. The fair gave people a distraction from all the hardships of the world and got them excited for all of the technological advancements the coming years would bring and the new age that would emerge out of the Great Depression.Streamline moderne architecture, and design in general, began losing its demand during WWII. Even though its popularity did not last long, it is an essential part of American architectural and design history. Streamline design not only cut down on the costs of buildings after the Great Depression hit, but it gave people optimisim and an assurance that the future would be much brighter. The sleek and fast look was the epitome of streamline design because speed was the future. The style was a sort of symbol that even though the economy was the worst it has ever been, the U.S. would continue to move forward and create.
References
"Art Deco: Zigzag Moderne & Streamline (Art) Moderne." Fullerton Heritage. Fullerton Heritage, n.d. Web. <http://www.fullertonheritage.org/Resources/archstyles/artdeco.htm>.Craig, Robert M. "Streamlined Moderne." Grove Art Online. Oxford Art Online. Oxford University Press. Web. 29 Mar. 2016.
McCourt, Mark J. "When Art Deco Is Really Streamline Moderne." Hemmings Daily. American City Business Journals, 29 May 2014.
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Salinger, Tobias. "World's Fair 1939 Presented Vision of 'World of Tomorrow,' with Omens of War." NY Daily News. NY Daily News, 17 Apr. 2014. Web.
Snyder, Jon. "1939’s ‘World of Tomorrow’ Shaped Our Today." Wired. Conde Nast Digital, 29 Apr. 2010. Web.
Vaughn, Susan. "Buildings Still Sport Streamline Legacy." Los Angeles Times. Los Angeles Times, 09 Feb. 1992.
Whiteson, Leon. "The Graceful Lines of Streamline Moderne" Editorial. Los Angeles Times [Los Angeles] 11 Feb. 1990: n. pag. Los Angeles Times. Los Angeles Times. Web. <http://articles.latimes.com/1990-02-11/realestate/re-632_1_streamline-moderne>.
