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Even capitalism used to be more futuristic.

Unreal City…

— T.S. Eliot, “The Wasteland” (1922)

Horizons

ENTER a new era. Are we ready for the changes that are coming? The houses we live in tomorrow will not much resemble the houses we live in today. Automobiles, railway trains, theaters, cities, industry itself, are undergoing rapid changes. Likewise, art in all its forms. The forms they presently take will undoubtedly have kinship with the forms we know in the present; but this relationship will be as distinct, and probably as remote, as that between the horseless buggy of yesterday and the present-day motor car. We live and work under pressure with a tremendous expenditure of energy. We feel that life in our time is more urgent, complex and discordant than life ever was before. That may be so. In the perspective of fifty years hence, the historian will detect in the decade of 1930-1940 a period of tremendous significance. He will see it as a period of criticism, unrest, and dissatisfaction to the point of disillusion when new aims were being sought and new beginnings were astir. Doubtless he will ponder that, in the midst of a worldwide melancholy owing to an economic depression, a new age dawned with invigorating conceptions and the horizon lifted.

Critics of the age are agreed upon one thought: that what industry has given us, as yet, is not good enough. Another plea of critics hostile to the age is that machines make automatons of men. They fail to see that the machine age is not really here. Although we built the machines, we have not become at ease with them and have not mastered them. Our condition is the result of a swift industrial evolution. If we see the situation clearly, we realize that we have been infatuated with our own mechanical ingenuity. Rapidly multiplying our products, creating and glorifying the gadget, we have been inferior craftsmen, the victims rather than the masters of our ingenuity. In our evolution we have accumulated noise, dirt, glitter, speed, mass production, traffic congestion, and the commonplace by our machine-made ideas. But that is only one side.

We have achieved the beginnings of an expression of our time. We now have some inkling of what today’s home, today’s theater, today’s factory, today’s city, should be. We perceive that the person who would use a machine must be imbued with the spirit of the machine and comprehend the nature of his materials. We realize that he is creating the telltale environment that records what man truly is.

It happens that the United States has seized upon more of the fruits of industrialism than any other nation. We have gone farther and more swiftly than any other. To what end? Not the least tendency is the searching and brooding uncertainty, the quest for basic truths which characterize the present day. Never before, in an economic crisis, has there been such an aroused consciousness on the part of the community at large and within industry itself. Complacency has vanished. A new horizon appears. A horizon that will inspire the next phase in the evolution of the age.

We are entering an era which, notably, shall be characterized by design in four specific phases: Design in social structure to insure the organization of people, work, wealth, leisure. Design in machines that shall improve working conditions by eliminating drudgery. Design in all objects of daily use that shall make them economical, durable, convenient, congenial to every one. Design in the arts, painting, sculpture, music, literature, and architecture, that shall inspire the new era.

The impetus towards design in industrial life today must be considered from three viewpoints: the consumer’s, the manufacturer’s, and the artist’s. In his appreciation of the importance of design the artist is somewhat ahead of the consumer, while the average manufacturer is farther behind the consumer than the consumer is behind the artist. The viewpoint of each is rapidly changing, developing, fusing. More than that, the economic situation is stimulating a unanimity of emphasis, a merger of viewpoints. Continue reading →