Indepth Arts News:
"Industrial Strength Design: How Brooks Stevens Shaped Your World"
2003-06-07 until 2003-09-07
Milwaukee Art Museum
Milwaukee, WI,
USA
he Milwaukee Art Museum will feature
the exhibition Industrial Strength Design: How Brooks Stevens Shaped Your
World, June 7 - September 7, 2003. The exhibition, organized by the
Milwaukee Art Museum, highlights one of the most influential industrial
designers of the 20th century and one of the most significant artistic
personalities ever to work in Milwaukee. Virtually all Americans have been
affected by Stevens' creations, ranging from the Oscar Mayer Wienermobile
and the Miller Brewing logo to the wide-mouthed peanut butter jar.
"The Milwaukee Art Museum is proud to share the work of Brooks
Stevens with Milwaukee," said Glenn Adamson, exhibition curator. "If you
consider industrial design to be an art form, then Stevens was easily the
most influential artist ever to work in Milwaukee. He was born here, and
spent his whole career here. Moreover, his designs perfectly embody the
blend of culture and industry that makes the city what it is today."
The exhibition is an appealing blend of the nostalgic, the familiar
and the futuristic and provides a compelling retrospective of the evolution
of American popular and material culture from the 1930s to the 70s. The
exhibition presents four time periods covering Stevens' 60-year career.
Because of his passion for vehicles, his innovative designs will serve as
the visual and spatial anchors of the four sections, among them a customized
1930s Cord, a post-war Willys-Overland Jeepster, a Harley-Davidson
Hydra-Glide, a prototype 1960s Studebaker, a six-wheeled Briggs and Stratton
electric hybrid car, and an Allis-Chalmers tractor. The exhibition brings
together objects with which visitors are intimately familiar, such as irons,
radios, lawnmowers, logos and a jukebox, as well as designs that bring back
memories of the 1950s and 60s - the Oscar Mayer Wienermobile and a model of
the Olympian Hiawatha train for the Milwaukee Road.
Brooks Stevens was born in Milwaukee, Wisconsin. He attended the
architecture school at Cornell University from 1929 to 1933, and then
returned home to begin his career. His legacy is reflected in the following
four aspects of his work: innovative styling, influence on transportation
design, corporate branding and thought-provoking design philosophy.
Styling
Steven's design work included many "firsts" for the household,
helping define the look of the modern home. His pioneer efforts include the
first steam iron, the first modern clothes dryer and the first
professionally designed mobile home. Stevens was the first to bring what he
called "styling" to many ordinary consumer products. For example, he added
a glass window to the front of his clothes dryer for Hamilton, turning what
he called a "sheet metal box" into an exciting demonstration of the new
technology.
Transportation Design
Nowhere did Stevens make a bigger mark than in transportation design. His
innovative vehicles included the first streamlined tractor - the famous
bright orange Allis-Chalmers model B, which farmers were proud to own and
felt was "pretty enough to drive to church." Stevens' Olympian Hiawatha
train, built in the late 1940s for the Milwaukee Road, was among the last
and most innovative of the mid-century "streamliners" that defined luxury
railway travel. In 1958 he also redesigned the endearing Oscar Mayer
Wienermobile. Stevens was extremely influential regarding America's love
affair with cars. He worked with more than 50 different automobile lines in
the United States and Europe, including American Motors, Volkswagen,
Studebaker, Willys-Overland (the original manufacturers of Jeep),
Kaiser-Frazer and his family's own company, Excalibur.
Corporate Branding
Stevens was one of the first industrial designers to realize the power of
brand identity. He strove to bring his practice into greater synergy with
the goals of the companies he worked for and to promote the company name
rather than his own. Stevens was especially interested in packaging,
marketing and advertising as a way to influence the public to acquire newly
styled products. One of his most famous designs, the Miller Brewing Company
"soft cross" logo of 1953, has proved to be remarkably adaptable over the
years.
Design Philosophy
The exhibition introduces the concept of design as a major factor in
the development of material and popular culture. As the originator and
promoter of the concept of "planned obsolescence," Stevens identified
himself with the opportunities resulting from America's explosive post-war
capitalist growth. To Stevens, planned obsolescence meant the creation of
something a little more stylish, making the former version look
unfashionable although still functional. He was interested in shaping the
buying patterns of consumers by persuading them to buy something "a little
newer, a little better and a little sooner than absolutely necessary." He
designed with the next thing constantly in mind. Stevens often said that he
considered himself "a businessman, an engineer and a stylist, in that
order."
Brooks Stevens was astoundingly prolific. He had more than 2,000
clients during the course of his career and in 1993 claimed that the annual
volume of sales of products he had influenced exceeded $300,000,000.
Archive
The Milwaukee Institute of Art and Design (MIAD) and the Stevens
family donated the Brooks Stevens personal archives to the Milwaukee Art
Museum in 1997. The archives provide an unusually complete record of an
industrial designer and are a resource with few parallels in the country.
Many of the original sketches, renderings, models and photographs are
included in the exhibition. The Milwaukee Art Museum has made many of the
objects from the archives available for viewing online at
www.mam.org/brooksstevens. The online archives are sponsored by SBC
Foundation and the Wisconsin Humanities Council, with funds from the
National Endowment for the Humanities.
Organization
Industrial Strength Design: How Brooks Stevens Shaped Your World is
organized by the Milwaukee Art Museum and curated by Glenn Adamson, curator
of the Chipstone Foundation and MAM adjunct curator. An extensively
illustrated book, co-published by MAM and MIT Press, accompanies the
exhibition.
Sponsors
This exhibition is made possible through the generosity of the Brooks
Stevens Family. Additional support has been provided by Miller Brewing
Company, Kahler Slater Architects, David and Julia Uihlein Charitable
Foundation, Rockwell Automation, SC Johnson Fund, Inc., Eaton Corporation,
Lynde and Harry Bradley Foundation, Globe Foundation, Kopmeier Family Fund,
Bombardier Motor Corp. of America, Harley-Davidson Foundation, Stratton
Foundation, and Briggs & Stratton Corp. Foundation. Promotional support
provided by the Milwaukee Journal Sentinel.
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