Design History of the 1940s and 1950s

Content:

• France. Dior New Look
• Sweden. IKEA
• USA. Tupperware, Eames

Art historian specializing in avant-garde art of the 1920s and 1930s in Russia and Germany, is a Master's student in the Design Studies program at the Bauhaus Dessau. He currently works at the Bauhaus Dessau Foundation, where he researches and promotes the legacy of the avant-garde movement. His work includes an analysis of key works and figures from this period, which contributes to a deeper understanding of the avant-garde's influence on contemporary art and design.

The development of design in the 1940s is a complex topic. With the end of World War II in the middle of the decade, many countries faced a lengthy process of reconstruction. However, in countries that did not suffer significant destruction, this period became a time of significant design projects. Thanks to new ideas and approaches, design began to take shape as an important part of the cultural and social context, which further influenced its development in the following decades.

• France. Dior New Look;
• Sweden. IKEA;
• USA. Tupperware, Eameses.

France. Dior New Look

World War II had catastrophic consequences for Europe, significantly slowing the development of product design and architecture in the forties. With a ruined economy and limited resources, free creativity in areas requiring large-scale production became virtually impossible. This circumstance may explain the rapid development of the fashion industry in France. Light industry turned out to be the area that quickly recovered, providing opportunities for the creation of innovative design solutions. Thus, despite the difficulties, France became the center of the revival of creativity in fashion, which played a significant role in the formation of new trends and styles.

In 1947, the young French fashion designer Christian Dior presented his iconic New Look collection. This collection created a sensation in the fashion world with its ultra-feminine silhouettes: nipped waists, neat shoulders, accentuated bustlines, and full tulip-style skirts made of draped fabrics. The New Look was a striking contrast to the fashion of the previous decade, when dresses were characterized by loose waists and straight silhouettes falling at the hips. These changes in women's fashion not only updated style but also breathed new life into post-war society, becoming a symbol of femininity and elegance.

The New Look became not only a French but also a global fashion phenomenon. Women desiring sophistication and elegance were delighted with Dior's collections. Over the next twenty years, fashion designers around the world attempted to replicate the New Look, emphasizing nipped waists and voluminous skirts. However, the original remained unattainable, as Dior's ateliers created skirts by skillfully gathering vast quantities of fabric, a technique unavailable in most countries. Thus, the unique style of the New Look continued to inspire, remaining a symbol of high fashion and femininity.

Sweden. IKEA

In 1943, Ingvar Kamprad, originally from the Swedish hinterland, founded his own trading company, IKEA. Sweden's neutral position during World War II paved the way for a successful start, allowing Kamprad to develop his business in a stable environment. Over time, IKEA became renowned not only in Sweden but also abroad for its unique approach to furniture design and space organization.

IKEA began its history by distributing a variety of goods via mail order. In its early stages, the company didn't offer furniture, focusing instead on nylon stockings, ballpoint pens, and watches.

The situation changed dramatically when IKEA's main competitor, Gunnar Kamprad, began successfully selling furniture. This company's products were made from wood available in the regions where IKEA founder Ingvar Kamprad grew up. At the time, Sweden was experiencing a surge in affordable housing construction, creating a strong demand for furniture. These factors forced IKEA to reconsider its priorities and adapt its business strategy to remain competitive in the market.

The first IKEA furniture was not significantly different from the products of its competitors. The chairs, nightstands, wardrobes, and beds produced in the Småland region were similar to those offered by other brands. Household goods for everyday use also lacked unique features. However, the upholstered Strandmon chair, which has remained virtually unchanged since the company's founding, is worth noting. This chair has become a symbol of sustainability and quality, maintaining its popularity over the years thanks to its comfort and functionality. The first modular furniture in the IKEA range was introduced in the mid-1950s. This innovation changed the approach to interior furnishing and made high-quality furniture accessible to a wider audience. IKEA modular furniture is characterized by its ease of assembly and functionality, allowing each customer to easily adapt it to their needs. Since then, the company continues to develop ideas of convenience and accessibility, offering a variety of solutions for modern interiors.

USA. Tupperware, Eames

In the USA, even in the difficult forties, design continued to develop and flourish. During this time, prominent representatives of the Bauhaus, including two former directors of the school, Walter Gropius and Ludwig Mies van der Rohe, as well as such distinguished alumni and teachers as Herbert Bayer, Marcel Breuer, and Anni and Josef Albers, were prominent. This group of designers and architects completed numerous iconic modernist projects, notably the Seagram Building in New York City and the campus and museums of Harvard University in Massachusetts. These achievements marked a milestone in the history of architecture and design, highlighting the influence of European schools on American architectural practice.

In the 1940s, Tupperware was founded in America, becoming a significant player in the food storage container market. The famous partnership between Ray Kaiser and Charles Eames also formed during this time, significantly influencing the development of business models and marketing in the home goods industry. Tupperware not only introduced innovative food storage solutions but also created a unique direct-to-consumer sales model, which contributed to its popularity and sales growth in post-war America. Earl Tupper, a future inventor and entrepreneur, began his career at DuPont, a chemical company that produced polyethylene. Working with petroleum refinery waste inspired Earl to create a purified polymer called Poly-T. In the late 1930s, he founded his own company by purchasing old DuPont equipment. Initially, the company produced soap dishes and inexpensive beads, but with the outbreak of World War II, Tupper shifted production to gas masks and flashlights for the US Navy, significantly improving the financial performance of his brand. This testament to his ability to adapt to changing market conditions and identify new business opportunities. Thus, the story of Earl Tupper is an example of successful entrepreneurship and innovation in the chemical industry.

After the war, Earl needed to find new ways to market plastic products. In 1945, he developed a leak-proof plastic container, which proved extremely successful. This invention became the basis for a patent for a "sealable lid for a plastic container." In 1946, Earl changed the name of his company to Tupperware and focused on producing plastic utensils made from high-quality polymer.

In the 1950s, successful businesses would achieve significant results through effective marketing. Distributing utensils at home parties would become a key tool for increasing sales and attracting new customers. This approach would not only showcase products but also create an atmosphere of trust and comfort, which in turn would foster consumer loyalty. Using house parties as a distribution channel opens up new horizons for businesses, allowing them to establish closer relationships with customers and tailor offerings to their needs.

In the 1940s, a prominent modernist design union was formed in the United States, which included expressionist artists Ray Kaiser and draftsman Charles Eames. They met at the Chicago School of Art, after which they married in 1941 and moved to California. It was in this state that their renowned experiments with various materials in design began, which had a significant influence on modern art and architecture. Their work was characterized by bold forms and innovative approaches, making them key figures in the world of design. During the war, the Eameses actively produced various products from bent plywood aimed at helping wounded soldiers. These items include splints designed for transporting soldiers with leg or arm injuries. These products not only facilitate movement but also provide the necessary support for recovery. The production of splints from bent plywood was an important contribution to medical care, demonstrating resourcefulness and creativity in wartime conditions.

After the war, the Eameses continued their experiments with bent plywood, leading to their most famous design—the lounge chair. This chair is distinguished by its sculptural, streamlined form, and its parts are joined together using rubber, giving the structure both aesthetics and functionality. The Eames lounge chair has become a symbol of innovative design and continues to inspire modern designers.

Designers used fiberglass, which can be poured into molds, to create unique interior pieces. One of the first and most iconic projects in this field was the chair dubbed "La Chaise." This name refers to the French word for "chair" and reflects Eames's inspiration from Gaston Lachaise's sculpture "The Flying Figure." The La Chaise armchair combines modern design and artistic elements, making it not only functional but also aesthetically pleasing.

Armchair with The cast fiberglass seat became an iconic piece in the design world, earning recognition among professionals. In 1948, it won a prize at the MoMA Exhibition of Affordable Modern Design Furniture. This success was a testament to the innovative use of materials and forms, making the chair not only stylish but also functional.

This decade, the design union presented another significant project - a house that became a symbol of their life together. Amid a growing need for affordable housing in the United States, young architect John Entenza commissioned a group of talented contemporary designers to design thirty-six model homes. These homes were conceived as easily replicable models, making them accessible to the general public. The project was an important step toward solving the housing problem and demonstrated the potential of innovative architecture.

The project, which ran from 1945 to 1966, saw the Imzovs build two houses. One of these houses was given to their family, and the second became the property of the project's founder. The buildings are designated by their ordinal numbers: house number 8 is called the Eames House, and house number 9 is called the Ententsy House.

In the design of the house for In addition to the Eameses, Eero Saarinen, son of the renowned Finnish architect Eliel Saarinen, also played a key role in John Entenza's design. The collaboration of these talented architects brought a unique style and innovative solutions that became the basis for the creation of this outstanding living space.

At first glance, the 1940s may seem like an unfortunate decade for design. However, it was during this time that the first projects emerged that would usher in the post-war modernist movement known as "midcentury." This period became a crucial stage in the development of design, significantly influencing subsequent styles and trends.

IKEA and Tupperware became successful corporations that significantly improved the lives of millions of people. The ideas laid down in this challenging decade became a solid foundation for the progressive design of the second half of the 20th century. These brands not only changed the approach to functionality and style in interior design and kitchenware but also influenced consumer habits, emphasizing convenience, affordability, and innovation. Their successful business models inspired numerous companies and continue to influence modern trends in design and manufacturing.

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