Streamline Moderne

Streamline Moderne, or what we refer to as 'Streamlined Design', was a style that emerged and was highly popular in America in the period between the 1930s and 1950s. It is considered to be a style that evolved from the Art Deco style of the 1920s. 

Having said this, certain characteristics show a distinction between the two movements, such as can be seen in the societal and cultural changes taking place during the respective time periods. Designs of the Art Deco movement focused around the use of bold colours, over-the-top ornamentation, geometric shapes and sharp angles. This style could be seen as a reflection of the lavish lifestyle of the Americans in the roaring twenties. On the contrary, the 1930s gave way to the Great Depression, and with it came a change in style. Sharp angles were replaced by clean and minimalist designs, flowing curves, rounded corners and muted colours.

Scooter displayed at the Philbrook Museum of Art

Streamlined designs are true to the definition of the word streamlining, which means shaping an object in such a way so as to reduce the amount of resistance it encounters when it travels through a medium. The teardrop shape was found to be the best form for doing this, and thus this shape is generally used as a reference when discussing streamlined designs. 

Technology and the economy were two important factors which highly influenced designers during the time. As mentioned previously, the 1930s brought about the harsh conditions of a national depression; a time when people could not afford to spend as easily as during the 1920s, and rationalizing was the order of the day. Instead of eliminating all the beauty from designs and opting for function, designers wanted to create a visually appealing exterior that would not be too costly, and that is exactly what streamlined designs reflect. Due to the second World War, technology improved and with this came about the manufacture of material such as aluminium, stainless steel and chrome. This proved to be quite useful since these were inexpensive and could be mass produced, and thus a large majority of the designers were manufactured using these materials.

Pencil Sharpener designed by Raymond Loewy (1933)

Streamlining was not only applied to machinery associated with aerodynamics, such as cars, airplanes and trains; but it was also applied to static pieces such as architecture as well as industrial designs of household items such as toasters and radios. The aim behind these designs involved a philosophy which revolved around the view of the people in terms of consumerism. Design of a generally horizontal orientation, made out of sleek, shiny material, and which screamed modern and technological made the product in question more desirable to the consumer. This stems from their need of a source of hope after a harsh period of national crisis.

An example of streamlining in architecture:
Greyhound bus terminal in Cleveland, Ohio

Zephyr digital clock designed by Kem Weber (1934)

Electrolux vacuum cleaner designed by the Lurelle Guild (1937)

An example of streamlining in Maltese architecture:

The image above shows a automobile showroom in Malta which in my opinion is an example of streamlining as applied to architecture. We can see key characteristics associated with Streamline Moderne such as the horizontal orientation, rounded edges and smooth surfaces of the structure. 

References

Answers.com, (2015). Streamline Moderne Architecture: Features and Influences. [online] Available at: http://architecture.answers.com/history/streamline-moderne-architecture-features-and-influences [Accessed 10 Jan. 2015].

Architecture.knoji.com, (2015). Streamlined Design: Modernity in America. [online] Available at: https://architecture.knoji.com/streamlined-design-modernity-in-america/ [Accessed 10 Jan. 2015].

Classconnection.s3.amazonaws.com, (2015). [online] Available at: https://classconnection.s3.amazonaws.com/973/flashcards/2008973/png/131353003886842.png [Accessed 10 Jan. 2015].

Rose, C. (2006). Greyhound bus terminal, Cleveland, Ohio. [image] Available at: http://www.flickr.com/photos/73416633@N00/251476760 [Accessed 10 Jan. 2015].

The Times of Malta, (2012). A true example of Streamline Moderne. [online] Available at: http://www.timesofmalta.com/articles/view/20120906/environment/A-true-example-of-Streamline-Moderne.435799 [Accessed 10 Jan. 2015].

Villarreal, I. (n.d.). Philbrook Museum of Art Features Exhibition American Streamlined Design: The World of Tomorrow. [online] Artdaily.com. Available at: http://artdaily.com/news/44865/Philbrook-Museum-of-Art-Features-Exhibition-American-Streamlined-Design--The-World-of-Tomorrow#.VL2jl0fF-So [Accessed 10 Jan. 2015].