Exhibition | Design Aerodinâmico – Metáfora do futuro
The exhibition “Design Aerodinâmico – Metáfora do Futuro” arrives at the Museu da Casa Brasileira, institution of the Culture Secretaria of the State of São Paulo, on April 21, Saturday, at 2:00 p.m., presenting more than 250 significant objects of the streamline style, also known as streamform or streamlining. The objects belong to the collections of Giacomo Favretto, Renato Oliva, Gilberto Moscovich and the Bosworth family, and were selected by curators Adélia Borges and Patrícia Fonseca.
Among the more than 50 designers working on the exhibition are Raymond Loewy, Norman Bel Geddes, Walter DorwinTeague, Henry Dreyfuss, Isamu Noguchi, Gio Ponti, Buckminster Fuller and John Vassos. Amongst the represented companies we will have Black & Decker, Eastman Kodak, Electrolux, Gaggia, General Electric, Gillette, Osterizer, Philips, Polaroid, RCA Victor, Sears, Steam-O-Matic and Westinghouse. Among the objects selected, some are also part of the collections of important museums such as the Cooper Hewitt Design Museum (New York), George Pompidou Center (Paris), Montréal Museum of Fine Arts and Victoria & Albert Museum (London).
“It’s a rare opportunity for Brazilian audiences to see live parts in the compendiums of design history,” comments Adélia Borges, one of the curators. “Streamline has established itself as one of the most popular styles of the 20th century and also marks the implantation of the profession of industrial designer in the United States,” adds the curator of the exhibition, Patrícia Fonseca.
The exhibits encompass various segments, from transportation to household items, including personal effects, work tools, audiovisual equipment, toys and brochures, among many other types. The exhibition will occupy five rooms of the Museum of the Brazilian House, divided by themes. One of them will bring the impact of the style in Brazil, with products from Arno, Consul and Real, among other companies, as well as works by Californian Charles Bosworth, who settled in São Paulo in 1947 to establish the office of Raymond Loewy and lived here until he died in 1999.
Streamline emerged in the United States as a response to the economic crisis of 1929. In 1933, as a result of the regulation of prices of consumer goods, industrialists incorporated designers into the production lines of the factories and this made the products have a new differential in the consumer market. Researches made since the late 19th century, covering the application of aerodynamic principles in vehicles such as trains and aircraft, began to extend to virtually all product segments. Regardless of their intended use, objects gained rounded forms that refer to speed and modernity, representing the promise of a better world, a promising future as opposed to the devastating crisis from which the country began to recover.
The Museu da Casa Brasileira, an institution of the São Paulo State Department of Culture, is dedicated to the preservation and diffusion of the material culture of the Brazilian house, being the only museum in the country that specializes in architecture and design. The MCB program includes temporary and long-term exhibitions, with an agenda that also includes activities of the educational service, debates, lectures and publications contextualizing the museum’s vocation for the formation of a critical thinking in themes such as architecture, urbanism, housing, economy urban mobility and sustainability. Among its innumerable initiatives, the MCB Design Prize, the main award of the segment in the country, made since 1986; and the Casas do Brasil project, to rescue and preserve memory about the rich diversity of the country.
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