DESIGN INVENTION - Loewy’s commissions grew with the explosive postwar economy, and so did his reputation. He hired a staff of junior designers, took on several partners in packaging and retail space design, and most importantly, hired Betty Reese as his press agent. Loewy and Reese established the modern standard for creating a brand. Reese taught Loewy to turn every product design debut into a Hollywood production. She counseled him to shove his way into a photo if he saw a press photographer. He learned where to stand in photographs—front row, far left, because editors identify people in photos from left to right. He customized existing car models and drove his one-off designs to public events. His homes were intended less as residences than as advertisements for himself: the New York apartment stuffed with art and Loewy-designed products, the house in Palm Springs featuring a pool that extended into the living room.

Everything was in service to Loewy’s image—and soon enough, his name and photograph were featured in publications across the country. Loewy came to personify the term “designer”.

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DESIGN INVENTION - After the armistice, Loewy came back home. His parents had both died in the 1918 Spanish flu pandemic. France itself had been devastated by war, and Loewy soon decided to join his brother, who had moved to New York City. In 1919, during his ocean voyage to the U.S., Loewy entered a sketch into a shipboard talent contest. The drawing caught the eye of fellow passenger Sir Henry Armstrong, the British consul in New York, who promised to introduce the young captain to potential employers. Loewy hit the streets armed with Armstrong’s letter of recommendation and a portfolio of drawings.

By 1920, Loewy had carved out a solid niche as a fashion illustrator, establishing a nationwide reputation for his art deco-inspired fashion ads and catalogues, as well as travel ads featuring sleek ships for the White Star Line.He dove into design. His first project was revamping a Gestetner duplicator, an early version of an office mimeograph machine, by creating a streamlined shell to hide most of the machine’s unsightly moving parts.

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#design #architecture #training #campusmana #designtutors #designprogram #burgundy #crafts #craftsmanship #workshop #woodworkshop #metalworkshop #ceramicsworkshop #iconicdesign #raymondloewy #designmaster #designheritage #designinvention #designcommunity #puisaye #thomasdariel ...