Art Deco in American Architecture - Research Paper Example

? Popularity of Art Deco in American Architecture Popularity of Art Deco in American Architecture Art Deco is an important visual arts design style. It is an architectural style and decorative. One can put it that Art Deco style is a true expression of eclecticism. The style draws inspiration from a wide range of sources that give it a unique look that is difficult to explain in comprehensible words. It is distinct characteristics make it an exceptionally versatile style and pleasing to work with since Art Deco can easily blend with a wide range of distinctive styles. The fact that many people admire Art Deco across different cultural settings makes it one of the reasons why it is a favorite among collectors and architects. Though the style did not originate from US, it plays a large part in the US architectural designs especially those that were constructed in the 1920’s and 30s. This paper explains some of the key reasons why most American businesses used Art Deco during the 18920s and 30s for their architectural designs. Reasons for popularity of Art Deco in American in architecture Between the periods of 1920s and 30s, Art Deco became a common occurrence in the US. This popularity was backed by various reasons both personal and commercial that saw the style flourish and become widespread in the United States. During this era, there were newer styles being adopted into Art Deco, but one special style adopted largely in the US is “Jazz-age Deco” or “skyscraper style” (Hillier, 1968). This style was more emphatic on vertical aspect of architecture with a combination of geometry and rectilinear themes. One of the reasons for development of this style is the image it reflected. From an outside point of view, “skyscraper style” portrayed an image of progress and the capability that the modern society could achieve. Jazz-age Deco was a preferred style in America as the structures were built to impress and attract (Gebhard, 2003). Another key reason why this style grew fast during this era is due to the demand in the business world. The feeling of stability, progressiveness, together with stability led to numerous banks to adopt the style for their buildings. In nature banking, institutions are conservative when it comes to style. The period between 1920s and 30s many banks were coming up and there was stiff competition for customers (Gebhard, 2003). Many banks that wanted to appear progressive were abandoning their cluttered and unattractive buildings for a more sophisticated and attractive buildings that Art Deco had brought. With this style, a bank could now appear stylistic and impressive. Many bank buildings portrayed an extraordinary geometric style and a subtle, rich detail that expressed a restrained sophistication that befits a financial institution. Apart from banks, corporates were also among the reasons for great demand in Art Deco architecture. Several corporate headquarters were shifting their headquarters to Art Deco styled buildings. This proved to their clients that they were stable enterprises in the economy and played a prominent role promising a modernistic future. Such corporates include electric utilities, communication companies, and those dealing with automotive. A good example of a corporation that adopted this style is the Chrysler Corporation. It shifted its headquarters to the New York’s Chrysler Building in 1930. It was built at a time when there was a high competition for skyscrapers and style. It is a very good example of an American building representing Art Deco. The designer of this building was the architect William Van Allen. He designed it between 1928 and 1930. Initially Allen had been working for William Reynolds (a cigarette tycoon) but later on Walter Chrysler (automotive tycoon) acquired his plan. This building remained the world’s highest building for a short duration; it was a 77-story skyscraper reaching out to the Manhattan skyline. One would also notice its sense of style with the jewel-like glass crown (Nash & McGrath, 1999). The hotel industry was also a beneficiary and one of the reasons for popularity of Art Deco. The proprietors of hotels and restaurants used it to their advantage and came up with very decorated and stylized environments for eating and drinking. These environments employed the elements of Art Deco, making them all very exotic and glamorous. For example, use of squares and circles, banners, polished stones, ornamentation that was visual rather than textual all helped the building look attractive to consumers (Drowne & Huber, 2004). Therefore creating a feeling where they could buy things, dine, or gather for social and business meetings. A good example is the hotels of South Beach in Miami. In 1980s, there was a major refurbishment of this hotel district, and since then this place is an overriding area of global culture. A person entering a hotel of this area will instantly be able to make out the Art Deco style used in the interior and furnishings. From Miami, there are two magnificent Art Deco buildings include Sherbrook Hotel and Imperial Hotel (designed by L. Murray Dixon). Sherbrook Hotel is a treat in itself. It has a fascinating history, having been constructed after the Second World War by MacKay & Gibbs. The design is that of a ship, complete with portholes. Imperial Hotel is among the most acclaimed architecture. It is a 3-story Art Deco hotel. After the Jazz-age architecture, the world was plunged by an economic pressure crisis in the 1930s. For art Deco, a modernist style emerged “Depression Deco” or “streamline Moderne” that was designed to fit the depression. Most building built after the Great Depression followed a style that was streamlined (Gebhard, 2003). This style was adopted for purposes of saving on costs, and most building was void of ornaments. This style was an opposite of Jazz age as buildings were built horizontally. Further, they were with smooth exteriors and curvilinear finish as opposed to that was consistent with Jazz age. Streamline changed the face and function of consumer products where manufacturers were focusing on producing goods efficiently. One structure that was brought up and adopted the streamline moderne Art Deco style is the Los Angeles Coca Cola Bottling Company. It is a perfect example of the Art Deco architecture, what with the synthesizing of the excesses of the style. The building features a land locked ocean liner designed by Robert V. Derrah in 1937. The building looks like a ship and has portholes, catwalk, and a bridge (Gebhard, 2003). Causes that led architects in 1920’s and 30’s 1920s to use ART DECO in their design Inspired by Russian constructivism, cubism, and Italian futurism this was among the causes that led to the need for American architects to incorporate Art Deco in their designs. In the 1920s and 30s, Art Deco defined the mindsets and lifestyles of those times. It proved to be an understanding of the social standards, prospects, dreams, needs, attractions, interests, frivolities, and spontaneities of the culture wherein its development had taken place. Industrial progress was happening due to the redistribution of wealth taking place during the end of darker times. Prohibition was prohibited. The country got the sense of revelry and celebration. The women shortened their skirts, cut their hair, and got their rights straight. The morale of the country and compatriots was high, and the future was looked at brightly. All these elements were incorporated into the Art Deco style (The Thames & Hudson Dictionary of Design Since 1900, 2004). During this period, industrialism lacked the cultural high-mindedness that had impelled profound thinkers of the modern association. In the 1920s, the taste of “everyman” was focused at home that was influenced by Arts and Crafts movement. An overall cause that can also be associated with incorporation of Art Deco in architectural design was to celebrate the growth of technology, commerce, and speed. What were architects trying to express in their ART DECO designs? Americans started borrowing Art Deco themes in their designs of almost everything from movie theatres to hotels to furniture to clothing. Art Deco pieces represented the productivity and the efficient nature of the machine age, due to which mass-production was in effect and had allowed for the popularizing of designs, allowing the middle class people to enjoy them. American Art Deco started being associated with technology and speed (Drowne & Huber, 2004). Art Deco architecture was an unequivocal break away from the traditional architecture. Art Deco style represented stylish simplicity. It had a distinct style, completely its own, and very modern. Therefore, Art Deco was all about modernity, achievement, commerce, hard work, progress, and endless possibilities. It focused on geometric patterns and bold abstract designs rather than the previously used olive branches and medallions. What was the psychology behind ART DECO? The effect that Art Deco had upon America was extremely great and intense. Although it seemed; otherwise, Art Deco was not simply a luxurious style. Through Art Deco, the Americans created very strong effects without spending too much (The Thames & Hudson Dictionary of Design Since 1900, 2004). The savings were necessary due to the economic hardship of those days – Prohibition and the Great Depression. Because of Art Deco, many businesses were able to turn away from the misery of the conditions of those times and have some fun and relaxation. In What was going on at the time (predominately in the U.S.) that caused ART DECO to flourish? In 1920s and 30s there were some major happenings in the US that sparked the spread of Art Deco style. During this period, WWI had just ended, and prosperity and hope was the common belief as we have seen Art Deco served mainly as a form a lucrative advertising. It was designed to attract, persuade, and delight customers whose taste was now inclining towards modernism. This one of the key reasons why the style flourished in the US, use of Art Deco served as a bridge between modernism and consumerism (Hillier, 1968). The other key reason why Art Deco flourished in the US was brought in by pride. There were Art expositions taking place in Europe especially Paris. During these expositions, America was not represented as it was thought that American Architects could not meet the requirements of producing new unique designs free from archaic styles. These sentiments were part of the reasons why American architects came up with numerous plans to prove to their European colleagues that they were just as creative. References Cooper, S. T., Hall, A. R., & Cooper, F. E. (2005). Images of America: Los Angeles Art Deco. Arcadia Publishing. Crowe, M. F., & Bowen, R. W. (2007). San Francisco Art Deco. Arcadia Publishing. Drowne, K. M., & Huber, P. (2004). Nineteen Twenties. Greenwood Publishing Group. Gebhard, D. (2003). An Architectural Guidebook to Los Angeles. Gibbs Smith. Hillier, B. (1968). Art Deco of the 20s and 30s. Studio Vista. Nash, E. P., & McGrath, N. (1999, June 15). Manhattan Skyscrapers. Princeton Architectural Press, p. 63. The Thames & Hudson Dictionary of Design Since 1900. (2004). 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