Benjamin Low Teck Hui

First Media Design School

Module 2 - Design Theory

Lecturer: Tim

Final Assignment
– Art Deco

15 September 2008
 Outline

Introduction …3

History of Art Deco …5

Modern influence of Art Deco …13

Conclusion …21

References …22

Photocopies of references Appendix I

Design Exploration Appendix II

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Introduction

A study of any art movement is incomplete without first putting it into its historical context. One has to

understand the social, political, economic and cultural forces of the day that helped shape and mould the

art movement into what it became.

The Art Deco movement took place between the two World Wars, during the Roaring Twenties – “a

world dominated by a desire for speed, luxury and opulence(i) ”. It was the Swing era, of big bands and

jazz music (of which dancers and singers were often depicted as the subject matter). It was the Golden era

of Hollywood where celebrities reveled in glamour (portraying an image of luxurious extravagance). On a

darker note, it was also the era of the mafia who ruled the underground (film noire). Most importantly, it

was the era that heralded mass communications and mass travel - by car, train, ship and plane

(international outlook).

All these forces gave rise to a demand for luxury goods in every form - jewellery, ornaments, interiors,

extravagant furniture and fittings. There was a desire to look towards the future and throw away the

shackles of the past as Art Deco broke away from traditional styles to create a futuristic look. It was

international in style and drew inspiration from the art of exotic faraway cultures.

Art Deco was considered a style of cool sophistication for the fashionable upper classes and covered

every sphere of the decorative arts – architecture, interiors, furniture, ceramics, glass, graphics, sculpture,

metal ware and jewellery.

Although many design movements have political or philosophical roots or intentions, Art Deco was

purely decorative. It is an amalgamation of many different styles and movements of the early 20th

century, including Neoclassical, Constructivism, Cubism, Modernism, Bauhaus, Art Nouveau, and

Futurism(ii).

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It was at the 1925 Paris Exposition Internationale des Arts Decoratifs et Industriels Modernes, that Art

Deco became recognized as an art movement in its own right.

4
History of Art Deco

Art Deco is comes in a multitude of forms – from monumental buildings to exquisite petite jewelry.

However, despite its form, certain distinguishing characteristics can be recognized, which gave unity and

coherence to this art movement. To quote Encyclopedia Britannica(iii):-

“…

The distinguishing features of the style are simple, clean shapes, often with a “streamlined” look; ornament that is

geometric or stylized from representational forms; and unusually varied, often expensive materials, which frequently

include man-made substances (plastics, especially bakelite; vita-glass; and ferroconcrete) in addition to natural ones

(jade, silver, ivory, obsidian, chrome, and rock crystal). Though Art Deco objects were rarely mass-produced, the

characteristic features of the style reflected admiration for the modernity of the machine and for the inherent design

qualities of machine-made objects (e.g., relative simplicity, planarity, symmetry, and unvaried repetition of

elements).

Among the formative influences on Art Deco were Art Nouveau, the Bauhaus, Cubism, and Sergey Diaghilev's

Ballets Russes. Decorative ideas came from American Indian, Egyptian, and early classical sources as well as from

nature. Characteristic motifs included nude female figures, animals, foliage, and sunrays, all in conventionalized

forms.

…”

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Poster Art

‘Normadie’ poster by A M Cassandre, 1935 ‘Black Revue’ poster by Paul Colin, 19251

‘Orient Express’ poster by Fix-Masseau, 1930s Poster for the ‘Metropolis’ movie, 19262

Art Deco was when poster art became commercialized. The subject matter of art deco posters are often

consumer items such as the radio, automobile, train, ocean liner, aeroplane, household appliances, or mass

entertainment events such as jazz performances and Hollywood movies. The graphics often use bold

colours and permeate a sense of energy and exuberance. The machine age inspired both architects and

artists alike and the geometric shapes of clean arcs and shapes so characteristic of Art Deco are also

evident in poster design. San serif and modern font typography is commonly used for the first time,

portraying a cool and elegant sophistication.

1
Cubism painting with its distorted perspective can be seen as an influence here. This poster reflects the ‘jazz style’ of Art Deco.
This poster introduced the famous jazz singer Josephine Baker to Paris.

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Painting

Nude with sails Girl with gloves

Madame M Portrait of Madame Boucard

No painter is more iconoclastic of the Art Deco style than Tamara de Lempicka. The Art Deco theme of

the sophisticated modern woman is the subject matter in almost all her works. She uses strong lines and

sharp angles in her stylized female figures – an influence of Cubism. The cityscape of New York is used

as a backdrop in the ‘Portrait of Madame Boucard’, revealing an inspiration from architecture. The strong

backgrounds of billowy fabric or lines of ships’ prows are a typical feature. Her portraits are charged with

sensuality, energy and sophistication(iv).

2
Art Deco is influenced by Futurism, evident here in this poster design. The inspiration of New York in the cityscape is used as
the background. This was the era of emerging modern skyscrapers which provided inspiration to the artists of that time.

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Architecture

Art Deco took off in a big way in America in the 1920s. Angular shapes, a strict symmetric style and the

fin de siecle ornaments being simplified into geometric patterns were the prevalent style of the decoration

of building exteriors then.

Buildings with severe, basic shapes and light, bright exteriors were embellished with cement or sandstone

friezes, fascias, and figurative inserts, and their surfaces arranged in ordered and rhythmical patterns(v).

The sunburst is a common motif of building decoration and this is most famously seen at the spire of the

Chrysler building.

Spire of the Chrysler Building Elevator doors of the Chrysler Building

Union Terminal in Cincinnati, Ohio. Ceiling of the Wiltern Theatre, Los Angeles

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 Helsinki (Finland) railway station, 1910-1914 Tanjong Pagar (Singapore) KTM railway station, 1932

These two train stations almost 90 degrees latitude apart, built around the beginning and tail-end of the

Art Deco period respectively, share similar characteristics. Note the clean curves of the arches, the

circular openings and cubist-like forms. They also share similar decorative motifs on their facades.

Sculpture

Art Deco sculpture is easily recognizable. The bronze and ivory (chryselephantine statuary) technique

was invented and widely used. And the subject matter was often dancers and stage performers from

faraway cultures or Western antiquity, almost invariably female. Animals were sometimes depicted as

well, in various dramatic poses. The pieces were usually handcrafted and individually unique and hence,

expensive today. Exotic materials such as onyx, enamel and silver were used. Certain Art Deco motifs

such as the sunburst and streamlined shapes are also evident in many sculptures.

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 ‘Antinea’ by Demetre Chiparus3, c1925 ‘The comet’ by Maurice Guiraud-Riviere4, c1920s

Furniture

Art deco motifs such as the use of decorative sunbursts, zigzags and chevrons, usually applied as veneers

to the surfaces of furniture, were prevalent. The imaginative use of bold colour in furnishings was also a

characteristic feature. The materials selected for furniture projects were increasingly exotic. Timbers such

as rosewood, Macassar ebony and amboyna was used and often veneered to accentuate the dramatic

differences in grain and visual texture. Snakeskin, shagreen, parchment and lacquer were frequently

applied to large surfaces to enhance the impression of opulence(vi). Jacques-Emile Ruhlmann was the most

famous furniture designer of this time and two of his works are shown below.

3
Silver, gilt and enamel bronze figure of a beautiful revue dance in dramatic pose with elaborate costume, headdress and cape,
raised on onyx and marble sunburst plinth.
4
Depicts a speeding goddess with streaming hair diving through the clouds, with the hair forming a fan of deco flame. Orginally
meant as a vehicle hood mascot /ornament.

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 ‘Nicolle5’ by Ruhlmann, c.1926 A Macassar ebony and silvered bronze desk by
Ruhlmann, c1930

Glass, Ceramics, Silver and metalwork, Jewellery, Lighting, Tableware, Fabrics

Silvered bronze enamel clock by Jean Goulden, c.1928 Platinum and 11.50 carat diamond brooch, c.1920

Earthenware teaset by Susie Cooper, c.1934 Glass and enamel vase by Rene Lalique, c.1925

5
Macassar ebony, tortoiseshell and ivory inlaid cabinet

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Art Deco extended across these art forms as well but an individual exposition of each is beyond the scope

of this paper. What is important to remember that they do share common Art Deco characteristics, such as

being influenced by exotic cultural art - African, Morrocan tribal art, Japanese and Chinese art, Oriental,

Aztec, Egyptian art – often in the form of stylized figurative motifs. Geometric or linear formality and

optical simplicity can also be seen. Bold colours and exotic materials are also common characteristics. All

of which was aimed achieving a traditional yet innovative feel, expressing both modern simplicity and an

elegant dynamism. A notable figure for glass and jewellery making then was Rene Lalique.

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Modern influence

One example of Art Deco poster design’s influence today is the use of sans serif and modern typefaces.

Apart from typeface, many present day advertising posters also use similarly strong mathematical and

geometric lines and layout so reminiscent of the Art Deco era.

‘Timeless’ album cover for Diane Schuur6, c.1986 Stephane Kardos’s poster ideas for ‘Ratatouille’ film,
c.2007

‘X-men’ poster art by Eric Tan 7, c.2007 Album cover for “Cinema Serenade 2: The Golden
Age”, c.1997

6
American blind jazz singer, b.1953-
7
Employee of Disney, Florida

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 Star Wars celebration poster, c.2007 Poster for Ann Arbor, Michigan 2007 summer art fair
by Carolyn Smith

The Diane Schuur album cover evokes the nostalgia of the 1930s Jazz Age with its Art Deco design –

bold colours and clean geometric lines. Similarly, the “Cinema Serenade 2: The Golden Age” reproduces

the look of the 1930s – Hollywood’s Golden Age. The subject matter is a female depicted in a sensuous

and sophisticated way. The black and white colours add to the “old” feel. The Ratatouille posters with its

clean lines and curves and vibrant colours evoke a retro-futuristic feel which is perhaps meant to convey a

sense of classic timelessness for the restaurant. The X-Men poster’s dark colours and intersecting lines,

and the background of luminated eyes gives the poster a sinister and menacing look, which recalls the

mafia-related violence of 1930s Chicago. The Star Wars celebration Art Deco poster recalls the influence

of the machine age on artists, designers and architects in the 1930s, and this suits the futuristic look of

the Star Wars universe. The subject matter in the Ann Arbor art fair poster is a cinema façade which is

itself Art Deco. The clean geometric cube shapes of the buildings and signboard accentuate the poster’s

Art Deco look.

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 Commercial art posters by K C Sanders Art Studio commissioned by Disney, c.2008

The series of posters above are clearly influenced by the Art Deco style. Notice the clean geometric lines

and use of bold colours. The empowered female figure, a performer figure of sorts in a dramatic pose, a

typical Art Deco subject matter, is captured powerfully in the form of Jessica Rabbit and Tinkerbell

above. Notice how the female is depicted as sultry, sensuous and sophisticated, reflecting the mood of

1920s Art Deco movement – when women started becoming a credible force in the economy, and sipped

wine at jazz bars. Notice the typical Art Deco style use of the skyscraper cityscape outline in the

background for the Jessica Rabbit poster. Even the taxi itself is Art Deco in design – recalling the retro-

futuristic sedan design of the 1930s by Chrysler Airflow sedan and Nash Ambassador Slipstream sedan.

The ‘male’ version in the form of Mickey Mouse, is captured in a state of motion, reflecting a typical Art

Deco obsession with speed and power, by his transfiguration into a race car driver and a superhero in

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flight. The common Art Deco poster theme of travel – featuring ocean liners, trains, aeroplanes,

automobiles – is also somewhat reminiscent in the Mickey Mouse posters. The straight lines, zigzags and

chevrons can clearly be seen (common Art Deco motifs), and add to the exuberant and dynamic feel of

the posters. Notice that there are few curves in the Mickey Mouse posters, and that the curves in the

‘female’ posters belong to the figure of women. The former is about power and speed whereas the latter

provides an interesting juxtaposition of sensuality and power.

Lamp Berger diffuser bottles

Chanel perfume bottles

Notice how the above luxury bottles (containing scent products) are influenced by Art Deco’s use of

rectilinear forms and simple clean curves. This conveys a sense of elegant sophistication appealing to the

tastes of the rich clientele. For the Lamp Berger bottles, note the use of different materials – perhaps gold

or silver – which is characteristic of Art Deco ornaments. However, the design elements inscribed on the

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Lamp Berger bottles are influenced by Art Nouveau. Note the typography for the Chanel bottles – clean

and simple sans serif.

Trump Super Premiere Vodka by Drinks Americas

Note the use of extravagant materials – the use of real gold, and the clean rectilinear form of the bottle.

The box cover design is a typical Art Deco style.

Art Deco style lighting

Note the clean geometric circles and rectilinear forms. The rightmost two pictures clearly reveal

architecture-drawn inspiration.

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 Swarovski grand piano and coffee machine

Note the lavish decorative feature of the Swarovski crystals, the piano having 9000 hand polished crystals

alone. The coffee machine is Machine Age-inspired.

Tokyo Motor Show 2007, various car manufacturers

Note the retro-futuristic look of the cars and the clean, bold geometric shapes and outline. This “look”

complements the nature of the products themselves, which use futuristic technology such as hybrid fuel.

Note how the first car’s shape reminds one of a carriage drawn by horses. The second car’s shape looks

like the Volkswagen Type I car in the 1930s and the third car’s streamline shape brings to mind the 1937

Chrysler Airflow Club Coupe.

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 Disney MGM Studios - Florida

Disney is a big fan of Art deco it seems. An entire section of the Downtown Disney in Anaheim

California and also their MGM Studios across the Northern Continental America in Florida consist of Art

Deco buildings. Note the rectilinear forms, clean curves and bold geometric cubist shapes. Perhaps the

Art Deco look was chosen to recall the glamour and luxury of the Jazz era in the 1930s, which was also

Hollywood’s Golden Age. From a marketing perspective, the retro-futuristic look enhances the feeling of

being in a fantasy setting, which complements Disney’s business of entertainment. The Disney

Hollywood Hotel in Hong Kong, which opened in 1995, is Art Deco right down to its signage, interiors

and lighting as seen below. Another notable Art Deco building in the international scene is right here in

Singapore in the form of the Parkview Square building. Much of pre-war Shanghai also had a distinct Art

Deco style.

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 Disney Hollywood hotel, Hong Kong

Art Deco also exerted its influence in modern day electronic media design such as games and films. To

quote from Wikipedia(vii):-

In media, such (Art Deco) examples are obvious in Batman: The Animated Series from the early 1990s in which the

show's creators used art-deco styling fused with a deliberate darkness to create an art-deco variant style often

referred to as Dark Deco. Films such as Sky Captain and the World of Tomorrow, Dick Tracy, and King Kong have

various art-deco elements as well.

Art Deco can also be seen in the graphic design of various video games, such as BioShock and the Fallout series,

which use it to give their high-tech settings a retro-futuristic feel. The film-noir-type adventure game Grim

Fandango largely takes place in a very pronounced art-deco environment, and the strategy game Sim City 4 has

similar influences as well.

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Conclusion

I find the Art Deco movement intriguing because it was the movement that gave prominence to the

graphic artist whose role was to popularize a commercial product by producing images to reach as wide

an audience as possible(viii). This is also the reason why I chose to concentrate more on Art Deco graphic

art - painting and poster design - in this paper although Art Deco spans a wide spectrum of the decorative

arts.

Another reason why I chose Art Deco was because when I visited my first American City of Chicago in

2000, I was and still am fascinated by the architecture of some of the Art Deco buildings I saw, including

the Chicago Board of Trade Building, 333 North Michigan Building and the Field Building, all

designated Chicago landmarks. Thus, I wanted to find out more about the art movement that inspired

these buildings.

I think that Art Deco is probably the art style most synonymous with modernization and elegance/

sophistication/ class, which will ensure its timeless and classic status. The influence of the energy,

exuberance, dynamism and modern simplicity of Art Deco design can still be felt today, and the

movement as a whole, is as relevant now as it was then.

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References

No. Source Author Page no.

i Christie's Art Deco. Great Britain: Pavilion Books Ltd., Gallagher, Fiona. 10-15
2000.
ii “Art Deco”. Wikipedia. http://en.wikipedia.org Various -
iii “Art Deco”. Encyclopedia Brittanica. Various -
http://www.britannica.com
iv Art Deco - Painting and Design. London: Quantum Books Various 28
Ltd., 1998.
v “Arts of the 20th Century”. History of Art. http://www.all- Various -
art.org

vi Christie's Art Deco. Great Britain: Pavilion Books Ltd., Gallagher, Fiona. 40
2000.
vii “Art Deco”. Wikipedia. http://en.wikipedia.org Various -
viii Art Deco - Painting and Design. London: Quantum Books Various 34
Ltd., 1998.

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Appendix I - Photocopies of references

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Appendix II - Design Exploration

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