Looking back at 1930s America, it was a period of dramatic transition. Between the lingering glamor of the roaring ’20s and the sobering reality of the Great Depression, it was a perplexing time. As a response to the plummeting economy, the Streamline Moderne aesthetic was born, a style that would both symbolize and transcend the times.
From sleek chrome bodies of luxury automobiles, the powerful curves of transatlantic ships cutting through the waves, to the grace of airplanes soaring above, the Streamline style was not shy of movement. In this article, we will explore the origins, defining characteristics, differences from Art Deco and Mid Century Modern, and some of the finest examples of this captivating style that took the world by storm.
Origins of Streamline Moderne
The streamlined aesthetic was heavily influenced by the era’s modern transportation, particularly trains, ships, and airplanes. The origins can be traced back to the Chicago World Fair in 1933-34, where visitors got a glimpse of the futuristic vision of speed and utility through various displays from cars to everyday objects.
Raymond Loewy, a pioneer of industrial design, was instrumental in popularizing the Streamline Moderne style. His designs ranged from locomotives to household appliances. Norman Bel Geddes, is another early advocate, introduced futuristic designs that incorporated flowing lines devoid of ornament.
Another major factor that birthed this kind of approach in design is the surging economic challenges. The ornate detailing and luxurious materials typical of Art Deco were abandoned in favor of more affordable solutions such as stucco, concrete, and glass bricks. The focus also shifted toward industrial materials like chrome and steel. To give that speedy futuristic vibe, surfaces were polished to a gleaming finish to evoke speed and modernity.
How to Identify Streamline Moderne Architecture?
Streamline Moderne was all about speed, functionality, transportation, and the future. The architecture boosted clean, curving lines, and a sense of dynamic movement. Ornamentation was kept to a minimum, and materials were chosen for their industrial appearance and durability.
Key identifying features:
- Rounded corners and edges as buildings curve smoothly at the corners, resembling the aerodynamic shapes of cars or airplanes.
- An emphasis on horizontality with long, sweeping lines that stretch across a building to create the impression of motion and speed.
- Materials like chrome, steel, and glass were used to give surfaces a sleek, shiny appearance, often devoid of excessive decoration.
- Long panels of glass brick windows added both functionality and futurism to the design.
- Inspired by ocean liners, many buildings incorporated porthole windows, railings, or bow-shaped facades.
Art Deco and Streamline Moderne
Both Art Deco and Streamline Moderne styles emerged during the early 20th century, and they both celebrated modernity, but each aesthetic had its own way of doing so.
Art Deco is all about luxury and lavish materials, gold, marble, and rich woods, as well as intricate, geometric patterns. It draws inspiration from a wide range of historical and cultural sources, from ancient Egypt to Native American motifs. It was an era of flamboyant celebration of technology and exuberance in the display of status. The Great Gatsby, for example, perfectly embodies it.
Streamline Moderne, on the other hand, emerged as a response to the economic and technological realities of the 1930s. It abandoned the ornate detailing and expensive materials of Art Deco in favor of smooth, flowing lines, industrial materials, and a horizontal focus to evoke speed and progress.
In looking at the transition from Art Deco to Streamline Moderne one must mention the changing cultural landscape. As the Great Depression deepened, there was a shift away from the opulence and excess of the 1920s toward a more utilitarian and optimistic vision of modernity. They were slowly detaching from luxury toward a more industrialized aesthetic. Which is why architects and designers began to favor simplicity and functionality, using the sleek forms of cars, trains, and airplanes as inspiration.
MidCentury Modern and Streamline Moderne
It’s often common to mistake these two styles as they both embody modernity. They also carry similar ideals that of simplicity, functionality, and rejection of ornamentation. However, they represent different visions of modernity based on their respective time periods and design approaches.
Mid Century Modern, or more famously known as Modernism, developed after World War II, during a period of post-war prosperity. Its focus was on creating functional and comfortable living spaces, incorporating organic shapes and natural materials like wood and glass. This style emphasized a connection to nature and embraced open floor plans and large windows. Pioneers of Modernism were the Bauhaus and architects like Mies Van Der Rohe who popularized the term less is more.
While both styles embraced minimalism and modern materials, Streamline Moderne was more urban and industrial in its inspiration, it had a stronger emphasis on chrome materials and a sleek appearance that exhumed futurism. Mid Century Modern prioritized the human experience in residential design, blending innovation with warmth and simplicity.
Iconic Examples of Streamline Moderne Architecture
Pan-Pacific Auditorium
Designer/Architect: Wurdeman and Becket
Year: 1935
Location: Los Angeles, California
Originally built as a venue for conventions, sports events, and concerts, the Pan-Pacific Auditorium quickly became an icon in the Los Angeles landscape. Its most striking feature was its four large, sweeping pylons, which rose elegantly from the building’s façade. The design evoked the appearance of motion, as though they were cutting through the air like the streamlined forms of airplanes or ships. The auditorium’s horizontal lines and rounded surfaces exemplified the optimism and fascination with speed that defined the era. Although it was destroyed by fire in 1989, the Pan-Pacific Auditorium remains a celebrated example of Streamline Moderne’s bold vision of the future.
Hecht Company Warehouse
Designer/Architect: Abbott, Merkt & Co.
Year: 1937
Location: Washington, D.C.
Located in northeast Washington, D.C., Hecht Company Warehouse’s most distinctive feature is its use of glass bricks. These elements wrap around the exterior in sweeping, horizontal bands that catch and refract the light. The rounded corners of the building, combined with its sleek, horizontal emphasis, give it a futuristic appearance. This design wasn’t just about aesthetics but also highly functional, as the warehouse was used for the efficient distribution of merchandise. The building’s design was part of a broader trend in Streamline Moderne architecture that applied the sleek, aerodynamic principles of the era to industrial and commercial buildings. Today, the Hecht Warehouse has been repurposed into luxury apartments, preserving its historical significance while giving it new life.
Marine Air Terminal
Designer/Architect: Delano & Aldrich
Year: 1939
Location: New York, New York
The Marine Air Terminal at LaGuardia Airport is one of the earliest and most celebrated examples of Streamline Moderne architecture in the aviation sector. Some critics actually associate it with Art Deco for its use of ornamentation. The terminal was originally constructed to serve Pan American World Airways’ transatlantic flying boats. The circular terminal building is defined by its smooth, rounded edges, which are reminiscent of an airplane’s fuselage. It also features large, floor-to-ceiling windows that flood the interior spaces with light. The Marine Air Terminal is not only a functional airport building but also a symbol of the golden age of air travel, where speed and efficiency were celebrated as hallmarks of modernity.
Coca-Cola Building
Designer/Architect: Robert V. Derrah
Year: 1939
Location: Los Angeles, California
The Coca-Cola Building is another unique example of Streamline Moderne architecture. Some often resemble it to a giant ship docked in the middle of Los Angeles. The building’s smooth, curved corners and porthole-style windows were directly inspired by the ocean liners of the time. This maritime influence wasn’t just visual, Derrah’s design also symbolized Coca-Cola’s status as a global brand that ships its products across the world. The horizontal lines and minimalist detailing emphasized the idea of efficiency, modernity, and forward motion. The building’s white stucco façade, polished metal railings, and the use of chrome further enhanced its streamlined appearance.
Greyhound Bus Station
Architect/Designer: Noland Van Powell – restored in 2010 by Hord Architects.
Year: 1937
Location: Blytheville, Arkansas
This Greyhound bus station in Blytheville, Arkansas, stands as the state’s last remaining Art Moderne terminal. Its eye-catching design features blue Vitrolux glass panels with ivory accents. As well as curved forms throughout the façade, windows, and canopies to create a sense or illusion of movement. The iconic Greyhound sign with the company logo atop further reinforces this dynamic impression. The building, which originally had some issues with segregated facilities until 1963, reflects the social history of the era. After closing in the late 1990s, the station was restored by Hord Architects of Memphis and now serves as a visitor center.
