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thomas hine populuxe
The decade from 1954 to 1964 was one of history's great shopping sprees, as many Americans went on a baroque bender and adorned their mass-produced houses, furniture and machines with accouterments of the space ange and of the American frontier. "Live your dreams and meet your budget," one advertisement promised, and unprecedented numbers of Americans were able to do it. What they bought was rarely fine, but it was often fun. There were so many things to buy--a power lawnmower, a modern dinette set, a washer with a window through which you could see the wash water turn disgustingly gray, a family room, a charcoal grill. Products were available in a lurid rainbow of colors and a steadily changiung array of styles. Commonplace objects took extraordinary form, and the novel and exotic quickly turned commonplace.
It was, materially, a kind of gold age, but it was one that left few monuments because the pleasures of its newfound prosperity were, like Groucho Marx's secret word, "something you find around the house." There was so much wealth it did not need to be shared. Each householder was able to have his own little Versailles along a cul-de-sac. People were physically separated, out in their own in a muddy and unfinished landscape, but they were also linked as never before through advertising, television and magazines. Industry saw them as something new, "a mass market," an overwhelmingly powerful generator of profits and economic growth. There was ebullience in this grand display of appetite, a naivete that was winning, and today, touching...
The essence of Populuxe is not merely having things. It is having things in a way that they and never been had before, and it is an expression of outright, thoroughly vulgar joy in bing able to live so well. "You will have a greater chance to be yourself than any people in the history of civilization" House Beautiful told it readers in 1953. The greatness of America would be expresed by enrichment of the environment, bu the addition of new equipment to the household and by giving up European models and, instead, finding inspiration in the American past and, most of all, in its promising future.