Blog 5: Locovisual
Art Deco is an electric artistic style that arose out of the 1925 industrial and decorative arts exhibition in Paris. Descending from the Art Noveau movement it sought to use and incorporate new materials into decorative patterns and was mainly "characterised by simplified ornamentation and an emphasis on geometrical decoration; the use of applied ornament creating an image of modernity"[1]. It was inspired through the streamline designs of locomotives, cars and ships, predominantly by designers such as Raymond Loewy. It aimed to enhance industrial design into fine art and has a universal application from furniture to interiors, jewellery to fashions and buildings.
During the great depression of the 1930’s
and especially after the Napier earthquake of 1931 New Zealand architects began
to explore the art deco style that was growing in popularity throughout Europe and
America. In 1907 Penty and Blake designed the James Smith building, on the
corner of Cuba and Manners street. However in 1932 architects King and Dawson
supervised the refurbishment of the building, including a new art deco façade. In
the Victoria University of Wellington research report of 1981, Stuart Gardyne
states that;
“This
Art Deco, or modernistic style, was, in retrospect, probably most successful of
the pluralistic tendencies of the 1920’s and 1930’s which, simultaneously,
provided a modern while still incorporating traditional standards of planning
and composition[2].”
Although some of the original Edwardian character of the building can still be recognized, the art deco style is prevalent, with imposing facades that are commandingly similar in symmetry and ornament, its prominent vertical piers, stepped skyline and striking vertical 1930’s style lettering that runs down the central column are reflective of art deco’s stripped back, restricting style.
[2]Gardyne, S. 1981, VUW research report as citied in; Kemp, N. 2012, King and Dawson: an historical study, 1906-1981.
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