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Designing Modern AmericaBroadway to Main Street$
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Christopher Innes

Print publication date: 2005

Print ISBN-13: 9780300108040

Published to Yale Scholarship Online: October 2013

DOI: 10.12987/yale/9780300108040.001.0001

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Suburban Heaven

Suburban Heaven

(p.213) 12 Suburban Heaven
Designing Modern America

Christopher Innes

Yale University Press

This chapter discusses Bel Geddes's interest in functional structures rather than symbols, and perhaps the most functional of all buildings is the factory. In the opening chapter of Horizons he declared: “Just as surely as the artists of the fourteenth century are remembered for their cathedrals, so will those of the twentieth be remembered for their factories and the products of these factories.” One of Bel Geddes's major projects was a factory in Ohio for Toledo Scale. Bel Geddes had already redesigned the counter scales manufactured by the company, creating slim-line, elegantly simple models of lightweight metals. Contrasting with previous bulky machines, these allowed the customer to see simultaneously what was being purchased and its weight.

Keywords:   functional structures, symbols, factory, buildings, Toledo Scale

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