Refrigeration by Carroll Gantz

Author:Carroll Gantz
Language: eng
Format: epub
Publisher: McFarland
Published: 2015-08-06T16:00:00+00:00

The few American designers of commercial products such as lamps, furniture, glass and ceramics who visited the Art Deco exposition returned committed to the new modernist styles of applied arts. “Applied art” was the term for what artists who worked in industry did— applying their artistic talent to make products look more attractive, primarily through two-dimensional surface decoration. What was it about modern design that so impressed both visitors and critics? Art critic Helen Read, who reported on the exhibition, tried to explain the new forms of the “modern movement” in Paris:

It is characteristic of the new décor that the nature of the material is at all times respected and is allowed to dictate its treatment. Wood is wood, iron is iron; the bad taste that invariably ensues when the attempt is made to give the quality of one material to another, to make wood look [like] iron or marble like lace, is avoided. This universal tendency toward simplicity of outline should be of the greatest interest to the American designer if he will recognize that this is the fundamental note. All design in this country is governed by the factor of whether or not it can be reproduced in mass production. It costs no more to get out a good design than it does a bad one, and the fact that the best designs of the new décor are the simplest to the point of being geometric, makes them so much the more easy to put on the market.7

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