Word: designing
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Dates: during 1940-1949
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Today, the infant art of industrial design is fast becoming as potent a sales force as advertising. Many big companies, like General Motors, General Electric and Westinghouse, have long since built up design departments of their own, but smaller companies, who cannot afford to do so, must depend exclusively on freelance specialists like Loewy...
...something of an enigma. Said one longtime acquaintance: "After all these years, I'm not even sure that I like him!" Everything he does calls attention,-with skilled showmanship, to his work, so that observers at times get the strange feeling that he too is a design−by Loewy, of course...
Eggs & Needles. Loewy's business has grown so large that he now has three working partners: A. Baker Barnhart, who has charge of all packaging, product and transportation design; William Snaith, who manages all department-store work; Business Manager John Breen. There are branch offices in Chicago, Los Angeles, South Bend, Ind. and London. All of his designers think so much like him that, says an admiring rival, "If you meet any one of them you meet Loewy...
...great packager" who tricks up boxes and labels, Designer Loewy lures U.S. consumers into buying more soap, lard, perfume and hair oils. If he did nothing more than such trivial things, consumers might well wonder what benefit, if any, they get from his work. But he also works just as hard making all manner of things better and more usable. His new vacuum cleaner (Singer) is the first which is designed to be hung up flat against a closet wall. Foley Bros, department store, in Houston, was the first department store designed so that a shopper could walk through...
...augmented his permanent staff in the Studebaker plant from 28 to 39, talked each design over with engineers to see if it was feasible. From hundreds of tentative designs Loewy pulled a curve here, a hood there, a fender sweep yonder, then "mocked up" about a dozen experimental models in clay, one-quarter size, and worked on them. Says Studebaker's President Harold S. Vance: "I have seen Loewy shake his head in disapproval, then take out a knife and with one sweep correct the clay model to perfection...