TASCHEN Shop America. Midcentury Storefront Design 1938-1950

wie beschrieben

Beau livre

In the midst of the Great Depression, American Business adopted an American form of modernism that heralded a new age of technology and progress. This period of design history is sometimes called, "Machine Age", "Streamline Modern" or "Midcentury Modern." This belief in the spirit of progress can be seen in almost all American design of this period."Shop America" adds to our understanding of the time by focusing on store front design. American glass companies produced beautifully illustrated catalogs that promoted the use of glass and modern building materials. These catalogs inspired architects and small business owners to create store fronts that embraced the progressive spirit of modernism.When many of us think of the 1940's and 1950's, we think of a conformist age best understood by old television shows like Ozzie and Harriet and Father Knows Best. However, a book like "Shop America" also demonstrates that American business and consumers of the time were willing to adopt a bold modernist vision. Although the designs in these books are 50-60 years old, they are still very fresh and exciting.This book was produced by the German Publisher, Taschen. Like all Taschen books it is a very good value. It is a large format book with very high production values. This book is a must purchase for all enthusiasts of the period as well as for contemporary architects and designers. Highly recommended.

Book was heavier than I thought it would be. Loaded with color illustrations ranging from flower shop designs to jewelry stores, pharmacies, cosmetics shops, liquor stores, candy shops, etc. All in that great 40s 50s style. The book starts with 1938 and some Deco is apparent. Big hardcover would be appropriate for a coffee table.

I was disappointed in this book. The best picture is the one on the cover. Inside, each selection is pretty much the same. "Style suggestion for a florist shop," "Style suggestion for a shoe store," etc. Has diagrams and font types, window measurements, etc. All tech stuff that's not really interesting to me. I would have returned it, but didn't want to mess with the shipping. Sigh.