“Raymond Loewy: Design for Consumer Culture” Hiroshi Unno / Glenn Porter / Raymond Loewy Foundation Japan Committee Price: ¥3800 (+ tax) Bijutsu Shuppansha Slight yellowing on the cover, some scuffing on the top. Slight scuffing on the top edge of the main body's cover. [Contents] Raymond Loewy (1893-1986) was the most famous industrial designer of the 20th century. He combined traditional styles with streamlining and European modernism, satisfying Americans' preference for comfort and convenience. Balancing artistry and commercialism, he developed the MAYA principle (Most Advanced Yet Acceptable) design. This book, with its abundant illustrations, traces the amazing life of this leader in the heyday of the consumer century, with many photographs and materials that researchers have not been able to use until now. A total of 193 illustrations are included. [Table of Contents] ■ Preface to the Japanese Edition Seiichi Mizuno ■ Introduction ■ Preface ■ Raymond Loewy From the Cradle to the Grave Advertising Style Goes into Mass Production The Beginning of Industrial Design Cold Spot Contemporary American = MAYA Interior Pennsylvania Railroad, 1934-1953 Chic Loewy London Wartime The Climax Mid-Century Modern King of the Kitchen The Selling Machine = Inside-Out Architecture Sears and Its Legacy Supermarket Study Studebaker Design for the Government CEI Twilight Soviet Adventure Star, Sta Life and Work Conclusion ■ Original Notes ■ Raymond Loewy Chronology ■ Raymond Loewy Bibliography ■ Translator's Postscript ■ Regarding the Japanese Edition The Spirit of Raymond Loewy We Need Now Kenshi Ekuan #List of items for sale by Tsutsui RAYMOND LOEWY #HiroshiUnno #Hiroshi_Unno #GlennPorter #Glenn_Porter #RaymondLoewyFoundationJapanCommittee #Books #Art/General Industrial Design