
Designer legend Raymond Loewy was the creative force behind some of the greatest 20th-century industrial design innovations. For more than 50 years, Loewy’s designs helped furnish, accessorise, and shape the color scheme of the American dream. From the sleek Studebaker in the garage to the Formica countertops in the kitchen, his innovations cast a modernising spell over households across the country.


“His designs are so influential and easily understood. Even though some of us don’t immediately recognise his name, we live in Raymond Loewy’s world,” said Hilary Anderson, director of exhibitions and collections at the National Heritage Museum in Lexington, which has put together a travelling exhibition of his work. It honours Loewy, who died in 1986, with an array of original drawings, models, products, advertisements, photographs, and rare film footage of the master at work.


His work was not limited to refrigerators, vacuum cleaners, pencil sharpeners, and other basic household items; his designs extended to Air Force One’s interior, NASA’s Skylab, locomotives, and Americana such as the US Postal Service emblem and the Lucky Strike cigarettes, Nabisco, Exxon, Shell, and Coca Cola logos. “His style was sleek but at the same time glitzy and polished. His look can be identified by softened lines and shapes, which are seen throughout his various projects. The locomotives reflect the waffle irons. The refrigerators reflect the lipstick containers. It’s all very pleasing and ultramodern. The word ‘cool’ comes to mind,” said John Ott, executive director of the museum. Loewy’s philosophy, as he put it, was to create the “most advanced, yet acceptable” designs. One result: The French-born designer streamlined every corner and curve, from the well-rounded Filben Maestro jukebox of 1947 to the iconic Greyhound Scenicruiser of 1954.


“His style is a little hard to describe, but to my eye, his designs make things look like they work. Everything is smooth; he left no visible parts. His designs are inviting and easy to the touch. He did a great job redefining modern,” said Anderson, who observed a strong connection between Loewy’s eye and design aesthetics in today’s market. There was a time a product simply had to work well to gain shelf position. Now it has to look good, too. “He had a real sense of public taste. Everything he designed was modern but not too modern. Another aspect of his success was he could think big. Everything designed was a complete experience. He reshaped our world as consumers.”

Take, for example, the famous bullet-shaped passenger locomotives that he designed for the Pennsylvania railroad. Loewy believed passenger trains ought to be pleasing to the eye, both inside and out. “People like Loewy took something practical and made it look really handsome, even it was just a means of transportation,” said Ott. From iPods to sticks of deodorant, today’s consumers might be a little keener on quality design as a result of Loewy’s handiwork.
[source for text: Boston Globe]


