(Paolo Garretto)
(AM Cassandre)"Societe des Artistes Decorateurs realized that the middle class required another unthreatening style as an alternative to the increasingly abstract (and, for many, inaccessible) Modernism."
elements of geometric styles (such as cubism) incorporated in a more decorative and luxurious style
-geometric rather than asymmetric
-rectilinear rather than linear
unique confluence of Egyptian ziggurats, sunbursts, and lightning bolts
efficient modern living and the elegant lifestyle
effective code for consumerism and acceptable metaphor for the glory of machine-age culture
-advertising typography and layout acted as the primary communicators of the Art Deco style
FRENCH ART DECO
"combine decorative frenzy with Neo-Classical and Cubist elements (and a touch of Modigliani)"
influence from Deberny & Peignot's Divertissememnts Typographiques
*Georges Barbier (influence from Diaghilev's Ballets Russes)
*AM Cassandre
*Jean Carlu
*Paul Colin
AMERICAN ART DECO
had "exotic" indigenous references (aka Native American tapestries, fabrics, etc.)
-geometric ornament
Regionalism (EX: Prairie Style) influenced movement
Westward Expansion motifs, icons included in movement
-authentic national and regional characteristics (authentic to American culture)
time period ~1930s
John Dos Passos characterized as "the shop-windown world of Fifth Avenue"
fanciful, dreamlike, and symbolic decorative illustration
*AM Cassandre (French) worked on Harper's Bazaar covers
*Paolo Garretto (French) worked for Fortune
SWISS ART DECO:
*Charles Loupot
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