The streamlining of America

With the articulation of the new concept of streamlining by Norman Bel Geddes, in 1932, the look and functionality of every consumer product changed, allowing the manufacturer to produce goods as efficiently as possible and with a clean uncluttered appearance.

The U. S. automobile industry took the streamline trend to heart, both as an outward appearance and an enhancement to performance that the style afforded. Although often perceived by the buying public as simply a visual effect, this new style was built for speed and motion. The epitome of this expression was found in aviation's DC-3, an airplane design conceptualized to be "Streamlined.”

The DC-3, manufactured by the Douglas Aircraft Corporation, exhibited a new shape--aerodynamic and aesthetically beautiful .It gave credence to the expression "Form follows Function." Rid of any unnecessary detailing and features that would adversely affect its performance, the DC-3 set new standards for aviation efficiency and flight. Unlike planes that preceded it, the DC-3's single wing, void of external supports, produced considerably less aerodynamic drag. Compared to the Ford Tri-Motor, the DC-3's wing surfaces were of smooth, rolled aluminum, while rippled metal encased the Tri-Motor. This allowed the DC-3 to use only two engines while achieving still better operating performance than the Tri-Motor. Clearly, "streamlining" the design was not just for appearance.

The Streamlining trend in American design was quickly embraced by architects and led ultimately to the United States becoming more of an innovator of style rather than the imitator. No longer was Europe viewed as the premier center of design and architecture. As America in the 1930s churned out new mass-produced products, impressively scaled structures and new fashion trends, the world took notice. Art Deco had reached its most sublime form of expression. "Simple lines are beautiful," wrote Paul T. Frankl, a noted industrial designer of the Art Deco era.

"Streamline Deco" tended to be utilized by structures that were an integral part of an efficient way of life, whether at work or at home. Many factories constructed in the Art Deco era were shrouded in Streamline Deco. Similar to the Jazz-age bank buildings, factories designed in Streamline Deco conveyed to the public more than just a factory that provided employment. Such styling announced that here was an efficient manufacturing center, a place where" products would be produced in the most modem and productive manner possible.