EXHIBITION | AERODYNAMIC DESIGN – FUTURE METAPHOR
Credits: Renato Parada
On display from April 21st to June 3rd, 2018.
The exhibition “Aerodynamic Design – Metaphor of the Future” arrived at the Museu da Casa Brasileira in April 2018, 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.
Credits: Vinicius Stasolla
Among the more than 50 designers with works in the exhibition were Raymond Loewy, Norman Bel Geddes, Walter DorwinTeague, Henry Dreyfuss, Isamu Noguchi, Gio Ponti, Buckminster Fuller and John Vassos. Among the companies represented were Black & Decker, Eastman Kodak, Electrolux, Gaggia, General Electric, Gillette, Osterizer, Philips, Polaroid, RCA Victor, Sears, Steam-O-Matic and Westinghouse. Among the selected objects, some were also part of the collections of important museums such as Cooper Hewitt Design Museum (New York), Center George Pompidou (Paris), Montréal Museum of Fine Arts and Victoria & Albert Museum (London).
Opening of the Show
Credits: Vinicius Stasolla
The exhibited objects encompassed several segments, from means of transport to domestic utensils, including personal artifacts, work tools, audiovisual equipment, toys and brochures, among many other types. The exhibition occupied the five rooms of the Museu da Casa Brasileira, divided by themes. One of them brought the impact of style in Brazil, with products from Arno, Consul and Real, among other companies, as well as including works by Californian Charles Bosworth, who settled in São Paulo in 1947 to set up the offices of Raymond Loewy and he lived here until his death in 1999.
Pieces Exhibited at the Show
Print and Online
Caderninho de Ideias | O Estado de S. Paulo (Impresso) | Casa & Mercado | Revista Carta Capital (Impresso)| Casa Vogue | Revista Avianca (Impresso) | Secretaria da Cultura do Estado de São Paulo | Revista USE
Streamline emerged in the United States as a response to the economic crisis of 1929. In 1933, due to the regulation of the prices of consumer goods, industrialists incorporated designers into the production lines of factories and this gave the products a new differential. in the consumer market. Research carried out since the end of the 19th century, covering the application of aerodynamic principles in vehicles such as trains and aircraft, began to extend to practically all product segments. Regardless of their intended use, the objects gained rounded shapes that refer to speed and modernity, representing the promise of a better world, a promising future in contrast to the devastating crisis, from which the country was beginning to recover.
The Museu da Casa Brasileira, an institution of the Secretariat of Culture and Creative Economy of the State of São Paulo that celebrated its 50th anniversary in 2020, is dedicated to the preservation and dissemination of the material culture of the Brazilian house, being the only museum in the country specializing in architecture and design. The MCB’s program includes temporary and long-term exhibitions, with an agenda that also includes educational service activities, debates, lectures and publications contextualizing the museum’s vocation for the formation of critical thinking on themes such as architecture, urbanism, housing, economy creative, urban mobility and sustainability. Among its numerous initiatives, the MCB Design Award, the main award in the segment in the country, held since 1986, stand out; and the Casas do Brasil project, to rescue and preserve the memory of the rich diversity of living in the country.
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