

"post-war mentality" Tag

Marshall Moderism

Wednesday, October 14, 2015


The Design Derby exhibition at Boijmans Museum in Rotterdam compares what was happening in design in the Netherlands and Belgium from 1815 to present day. Pieces were picked as representative of the era of design in both countries, which allowed you to make comparisons of the objects for design and aesthetic value, but also by being displayed chronologically, you are able to see where on the timeline they place and thus allowed you to to understand the context in which they were designed and the preceding works/ inspiration. I picked two pieces from the 1950’s produced during the post war reconstruction period; a fascinating time for the reestablishment of design as a social, economical and cultural actuality.

I chose two pieces with very similar aesthetic qualities and obvious connections visually/materially, produced a year apart they are from exactly the same period so can be perceived from a single point in European history despite different national situations.
The first piece is a bookshelf designed by D.Dekker for Tomado – Dordrecht in 1958, The shelves are a genius design, with simple brackets on either side and tin trays which can be slotted in at any level, there’s a variety of combinations/arrangements of the unit so they adapt easily to any room.

Tomado Bookcase

The second is desk and chair by Jacques Seeuwes, designed for the architecture department of the University of Ghent in 1959. The only colour used is a bright blue Formica on the table, which compliments the soft dark tones of the oak seat and foot rest.  Its a vivid primary colour which is fitting with the modernity that was being practiced in the design at the time, when the chair is tucked under the table, there is brilliant flow of the basic forms, and the subtleties in angles of the chair suggest a certain spring to it by highlighting the ergonomics which contrast to the stubborn rigidity of the black tubular frame, they both exhibit a neo-plastic approach to design. This is collection of research i made in order to further understand the situation of each country after the war and how design fit into their society at the time. What were the inspirations/ defining influences in the Netherlands and Belgium which concluded in two very similar pieces of furniture.

Jacques Seeuwes Desk


De Stijl introduced an important merging of art an design by promoting an Utopian philosophical approach to aesthetics. The goal was to catch timeless beauty in spare precision, De Stijl movement was a reaction against the excessive decoration of the Art nouveau that preceded. It was an attempt at a universal language in design and aesthetic, that applied rules which erased all subjectivity to the artist because the individual was loosing its significance, ideals of the period shift from visually heavy to visually light and ‘de Stijl could be seen as social redemption.

During the post war reconstruction period, Tomado thrived because its products represented the incoming modern Dutch household; cheap, affordable, functional furniture. The core of Tomado string furniture was formed by pragmatism, before the war there was a demand of bits and bobs and comfort in clutter, but in the aftermath, there was a desire for a fresh functional way of living to maximize efficient recovery and thus wanted to be surrounded by practical and rational possessions. Tomado’s minimalist airy structures symbolized the modern age, and these bookshelves in particular were commonly present in households around the country, just like IKEA is nowadays.

tomado bij charlie ikea


The Dutch government returned to the Netherlands from its exile in London in 1945. The government, while in London, had created plans which would speed up the country’s challenging industrial and economic reconstruction, there was no conflict between industry and the arts, because the Netherlands has a trading history and sourced its cultural input from its colonies in Asia. This meant that recognizing the need for mass production to furnish homes wasn’t politically opposed and the dutch produced functional furniture for the masses with talented designers appointed to every sector, Marshall Aid investment into the Netherlands accelerated industrialization and by 1950, 38% of the population was working in manufacturing or some form of industry.

In Belgium, there is a rich history of the arts and crafts from their own country because they had no interest in their colonies in Africa. This meant that high level professional craftsmen worked hard to produce and design quality products, and then after the war they were fighting against the industrial takeover. However there were a lot of poor factory workers and thus mass production was a cheap necessity, people weren’t as encouraged by the government to pursue design careers whereas in the Netherlands every state company had a designer.

Marshall Aid played a large role in the modernization of Europe, with the investment to rebuild its financial economical and industrial systems, and along with the money came the intention to inject a new ‘spirit of productivity’.

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In Belgium they funded the Belgium Office for Increasing Productivity (BDOP), which supported The Design Centre. Design in Belgium was struggling to find its place in society, The Design Centre aimed to broaden the understanding of design as a social, economical and cultural phenomenon, however, the BDOP demanded a definition of design which was appropriate to the contribution towards the economic efficiency, it was struggling to leave behind the origins of design promotion, dominated by national export interest and be recognized for its social and cultural value by the Belgian government, this was frustrating because of course they believed that design is the most visible and pervasive cultural manifestation of a country at any time.

Industrial design was redefined in Belgium  in the 1950’s, and planted foundations in 1954 under the reign of the first social-liberal government.
Industrial design is a creative activity whose aim is to determine the formal qualities of objects produced by industry. These formal qualities are not only the external features but are principally those structural and functional relationships which convert a system to a coherent unity both from the point of view of the producer and the user. Industrial design extends to embrace all the aspects of human environment which are conditioned by industrial production.

With this definition you can understand how the values of De Stijl integrated easily with this new wave of industrialization. Design was being viewed as a practical notion where productivity and efficiency is key, with such a mechanical demographic, it makes sense that the prevailing approach to design in Belgium was that of De Stijl – the international modern style, and easy to replicate in industry.

After WW2 De Stijl became known as the International Modern Style. However without Theo van Doesburg to lead the way and enforce the ideals and definitions of the movement, the strict pre-war rules were broken. The post-war reconstruction forcing society to depict a new way through complete disarray towards the future, efficiency was key and maintenance of artistic values weren’t withheld so preciously. Broader structural design properties of industrial materials could be worked with more easily in mass production too and the extreme ideals of De Stijl were not practical anymore.

To conclude, the unifying desperation of each country to rebuild after the upheaval of the war and the catastrophic state in which the Nazi’s left, meant the productivity objectives that accompanied the Marshall aid from U.S, persisted to define the countries’ reform and thus profitability and potency heavily determined design of the post war era.


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