Review: Designing Tomorrow: America’s World’s Fairs of the 1930s and Designing Tomorrow: America’s World’s Fairs of the 1930s

Abstract

Designing Tomorrow: America’s World’s Fairs of the 1930s National Building Museum, Washington, D.C. 2 October 2010–10 July 2011 Museum of the City of New York, New York 5 December 2012–31 March 2013 A rich selection of images greeted visitors to the Museum of the City of New York from 5 December 2012 to 31 March 2013. Hints of American fairs’ modernist glamor shown in scenic renderings in the entrance hall forecast more pictures in the main display room. On the perimeter walls of a large gallery, black-and-white photographs illustrated American fairs of the 1930s: Chicago’s Century of Progress (1934–34), San Diego’s California Pacific International Exposition (1935–36), Dallas’s Texas Centennial Exposition (1936), Cleveland’s Great Lakes Exposition (1936–37), San Francisco’s Golden Gate International Exposition, and New York City’s World of Tomorrow (both 1939–40). On intermediate partitions, visitors saw renderings of vistas and individual pavilions, objects displayed at the fairs, and advertisements for sponsors’ products. Here and there, they paused to see short news and commercial films, although in the well-filled room, no seats could be provided. Souvenir brochures, booklets, catalogs, and commemorative trinkets appeared near the entrance and in vitrines. Captions to the photographs and short wall-mounted essays offered explanatory information. Crowded captions and pictures made the former sometimes hard to read, dissuading many visitors from learning more about the content of some of the images. The fraternal twin exhibitions in Washington and New York gave a coordinated overview of the fairs, almost as if they were one fair with varied sections. Laura Schiavo and Deborah Sorensen curated the initial and somewhat larger exhibition at the National Building Museum; Jessica Lautin played the same role in New York City. This later version included additional locally pertinent material. A well-illustrated catalogue contained essays on various topics; those not mentioned later in this review are the introduction by Robert W. Rydell; “ ‘Industry Applies’: Corporate Marketing at A Century of Progress,” by Lisa D. Schrenk; a photo-essay by Laura Burd Schiavo titled “Modern Design Goes Public”; Kristina …