Stereos and Studebakers
The start of Mad Men‘s fifth season this week on cable TV is fortuitous. Though the series spawned a new appreciation for slick Madison Avenue Modernism of the early 1960s — not to mention accompanying cocktails — it wasn’t easy to see
where part of that esthetic came from (photo courtesy shinyshiny.tv). But now you can, thanks to the exhibition running through June at the Los Angeles County Museum of Art called Living in a Modern Way: California Design 1930-1965 curated by Wendy Kaplan. In fact, the advertising firm that the character Don Draper runs, seen above at his desk with drink in hand, ought to be developing campaigns for many of the products in the exhibition, like the Studebaker Avanti of 1961-2 by Raymond Loewy, below.
California — and especially Los Angeles — became a remarkable incubator of modern design during the middle of the 20th century. The benign climate, burgeoning post World War II economy and population, and movie mystique attracted imaginative designers and take-a-chance clients. I toured the exhibit recently and was impressed with the way it explores connections between popular and high style design, from furniture and clothing to houses and cars while bringing the Left Coast side of the Mad Men era to life.
Time here begins in the 1930s, quite literally, with one of the first digital clocks,
the Zephyr clock by Lawson Time, from around 1938 (photo courtesy LACMA blog). My uncle had one of these and I always admired it — when the numbers turned over they bounced slightly before resting in place (perhaps a metaphor for hanging fire?). Time did appear to be hustling as new tracts developed across
corner grouping by A. Quincy Jones from 1961 and Mondrian-esque glass coffee table of c. 1950 by Milo Baughman for Glenn of California — which look like they belong in one corner of Don Draper’s office. Living In A Modern Way shows how California designers celebrated the casual indoor-outdoor living that
the California climate made possible, as in this promotional image for a development called Monarch Bay Homes at Laguna Niguel by delineator Carlos Dini, from 1961 (image courtesy LACMA). My favorite part of the exhibit juxtaposes two elegant designs from 1961 by LA’s most minimalist architect,
Craig Ellwood: a superb elevation of his Rosen house and the Rosen’s custom stereo cabinet. Now this takes Machine Age abstraction to its logical extreme: house and stereo are extensions of each other, if not virtually indistinguishable — do I live in the stereo or does the stereo live in me? Talk about surround sound! The only real difference, besides scale and some plumbing, is that the stereo has four bays while the house has only three. Clearly the sort of house where you would expect to hear Frank Sinatra, not to mention the architect, crooning My Way — and sotto voce “or the highway.” (Images courtesy LACMA.)
Even Barbie went modern, and her Dream House of 1962, shown below, is fun to
to see. The largest element in the show is a replica of the loft-like living room of the Charles and Ray Eames house of 1949, the most famous structure in the
Case Study House Program of the late 1940s and early 1950s sponsored by Arts + Architecture magazine (photo courtesy NY Times). It functions both as a frame for nature and an elegant specimen box for the Eames’ collection (1,869 items in this space alone!). Which reminds me: Case Study House #3 shown below, by William Wurster and Theodore Bernardi is not in the exhibit but is in the
Houseplans.com Signature Studio and is Plan 529-1. See how it too blends indoor and outdoor space into a seamless whole: the house is the lot. Our Eichler Plans offer further variations on the modern living theme. They’re all part of the Mid-Century Modern design history you can own.
So, Don Draper — time to put down that highball and get back to work. You have a lot of selling to do!