THE INFLUENCE OF STYLE IN THE HOME
ANNOUNCING
AMERICAN-WAY
In what is said to be the first comprehensive group effort
of its kind among industrial designers, artists, craftsmen, man-
ufacturers, and retailers in the home furnishings industry, an
organization has been formed to do business under the name
of "American-Way," for the purpose of coordinating and ac-
celerating the art-in industry movement in this country. This
will have a great influence on trends in piano and radio
designs.
"American-Way" offers the best contemporary American
talent in art and design. Its purpose is also to discover, en-
courage, and bring to light new talent in these fields.
Around a nucleus of well known names there has been
added the work of lesser known and unknown designers.
From the world of fine arts, contemporary talent will
devote itself to industrial application. The creative work of
artists and sculptors has been correlated to a professional
merchandising plan, to further its commercial desirability and
acceptability.
Some of the Industrial Designers, Sculptors, and Artists
who are now scheduled for active participation in "American-
Way" are: John Stewart Curry, Freda Diamond, Raymond
Loewy, Joseph Platt, Gilbert Rohde, George Switzer, Grant
Wood, and Russel Wright.
The following designers are among those who will design
merchandise that will not be shown until the spring of 1941:
Norman Bell Geddes, Donald Deskey, William Lescaze, and
Eliel Saarinen.
American Selj-Reliance
Behind America's growing tendencies toward self-reliance
in every field, is the war with its critical curtailment of Eur-
opean sources, both manufacturing and creative, necessitating
recognition of our own resources. National pride has perme-
ated the country. Under this stimulus, "American-Way" has
been formed for the three-fold purpose of:
1. The development of American-made household
products of inherently American design, for mass
production and craft production.
2. The wholesale distribution of this merchandise to
stores throughout the country.
3. The stimulation of consumer interest and sales by
a planned program of advertising, publicity, and gen-
eral promotion.
Challenge to American Industry
Recognizing in today's world conditions a challenge to
the American home furnishings industry, "American-Way"
intends to show that design tailored to our own way of living
will ultimately suit us best.
Dynaphone Model D23, Bleached Walnut. Gimbel House, New
York World's Fair.
SEPTEMBER, NINETEEN FORTY
Walnut Living Room. House of Vistas —Town of Tomorrow;
Designed by: Jan Ruhtenberg, Herman Miller Furniture Co.,
Zeeland ,Michigan.
In the design of "American-Way" products great attention
is focused upon service, use, and practical innovation based
on research concerning American living habits.
HAPPINESS BEGINS AT HOME
Happiness should be the enjoyment of life in its fullest
relationships. The American family should be the happiest in
the world for it has the most material comforts and greatest
spritual liberty. Happiness should be an ever increasing series
of concentric circles with the home as the center. These cir-
cles should reach out to the neighborhood, the city, yes, even
to the nation itself.
Influence of Beauty in The Home
John Ruskin in one of his great social essays spoke of the
inspiring influence of an object of beauty in the home. Today
we are exceedingly conscious of that fact. Piano and Radio
manufacturers are doing a most excellent job of creating
beauty for our homes.
Home Furnishings
The Style Show which will be held September 21-28, at
Chicago, in connection with the National Furniture Week will
emphasize the theme, "Happiness Begins at Home." An at-
tractive book of 16 pages has been prepared and carries the
title above across the top of the front cover.
The publicity for this Style Show is very extensive.
A nationwide selling event staged by retailers is partici-
pated in by furniture stores, department stores, newspapers,
etc. Last year 3,500 retailers participated, and over 300 manu-
manufacturers, national consumer magazines, trade papers,
facturers joined with retailers in sponsoring the promotion.
Complete newspaper sections, devoted exclusively to home
furnishings, are provided. This year this special newspaper
supplement is being handled in a much more extensive man-
ner than heretofore. Musical instruments have been included,
at the suggestion of the American Walnut Mfrs. Association,
along with the other home furnishings illustrated. A special
window streamer (54" x 14") in three colors, incorporating
the slogan, "Happiness Begins at Home," will be featured by
the retailers.
This whole effort can be to real advantage for us in the
music arts and trades and we can no doubt fit into its plans
and profit greatly thereby. Every time a fine piano or radio or
other musical instrument is introduced into a home it is help-
ing to increase the reality that "Happiness Begins at Home."
PAGE NINE
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