These architectural design magazine pdf free download conventions represented American society’s fascination with Space Age themes and marketing emphasis on futuristic designs. 1930s, Googie became less valued as time passed, and many buildings in this style have been destroyed. Googies, which had distinct architectural characteristics. The name “Googie” had been a family nickname of Lillian K.

Burton, the wife of the original owner, Mortimer C. Haskell insisted on stopping the car upon seeing Googies and proclaimed “This is Googie architecture. Though Haskell coined the term Googie and was an advocate of modernism, he did not appreciate the Googie aesthetic. In his article he used the fictional Professor Thrugg’s overly-effusive praise to mock Googie, at the same time lampooning Hollywood, which he felt informed the aesthetic. 1930s was characterized by the initial influx of the automobile and the service industry that evolved to cater to it. The suburbs offered less congestion by offering the same businesses, but accessible by car.

Instead of one main store downtown, businesses now had multiple stores in suburban areas. This new trend required owners and architects to develop a visual imagery so customers would recognize it from the road. This modern consumer architecture was based on communication. The new smaller suburban drive-in restaurants were essentially architectural signboards advertising the business to vehicles on the road. This was achieved by using bold style choices, including large pylons with elevated signs, bold neon letters and circular pavilions. 1930s, Streamline Moderne became popular because of the high energy silhouettes its sleek designs created. These developments in consumer-oriented design set the stage for Googie during the 1950s, since during the 1940s World War II and rationing caused a pause of development because of the imposed frugality on the American public.