Despite its distinctive design, the Avanti is a luxury vehicle (originally produced by the Studebaker Corporation) that now remains only in the garages of collectors. Its history, although short, confirms that the Avanti was an impressive piece of work created under serious constraints.

The Rise, Fall, and Resurrection of Studebaker

Beginning as a blacksmith shop in 1852, the Studebaker Corporation entered the auto industry in 1902. During its peak, Studebaker acquired luxury carmaker Pierce-Arrow and produced several vehicles, including the Erskine and Rockne. Studebaker competed with the big names until 1933, when it succumbed to the devastation of the Great Depression and filed for bankruptcy.

New Management, New Designs

Later that year, Studebaker got back on track with new management at the helm. With Sherwood Egbert as the new owner, they sold Pierce-Arrow and made other consolidation moves to revive the company. In addition to the financial “housekeeping”, Studebaker decided to employ a new designer- one that would bring the company back from the brink. Egbert contracted with Raymond Loewy to create new, exciting designs to entice customers to welcome Studebaker vehicles back into their driveways.

While working with Studebaker, Loewy designed two of their most popular models– the Starlight and the Starliner. Because his previous designs were so well-received by the public, Loewy was asked to create what Egbert hoped would be a huge money-maker for Studebaker.

The Attempt to Move Studebaker Forward

There was no time to waste. Studebaker needed something to spice up showrooms and bring cash into the floundering company. Egbert envisioned something sporty and exciting, yet utilizing the frame of the current Studebaker Lark. With these instructions, Egbert gave Loewy exactly 6 weeks to come up with both a design and a full-scale clay model. Loewy quickly put together a design team, locked them away for 16 days in a rented bungalow in Palm Springs, and there the Avanti came into being.

Italian for “forward”, the Avanti demonstrated a much more modern feel and design. For example, the body was made out of fiberglass, not steel. Additionally, the Avanti had a smooth nose with no front grille. Loewy believed them to be too “commonplace”. The Avanti also came standard with front disc brakes. Finally, there was an unusual bump on the left side of the hood. Loewy explained, “If you were on a straight highway standing at the steering wheel, that panel was oriented forward where the roadway would bend with the horizon, parallel to the centerline of the chassis frame. It made the car and driver integral, like the sight of a gun.”

In just under 14 months, this project was completed and production began. Unfortunately, customers became frustrated because of delivery delays, causing slower sales. Egbert’s goal of selling 20,000 in a year fell far short as the Avanti only sold 4,643 over its lifetime. He left the company in 1963 for health reasons, and the Indiana factory shut down a month later. Studebaker officially closed its doors in 1967.

Two Studebaker dealers, Leo Newman, and Nathan Altman bought the rights to the Avanti design and began producing the Avanti II. The Avanti went through another iteration, after being featured in the sci-fi movie GATTACA, before production finally ceased in 2006.

A Loewy Favorite

Raymond Loewy not only designed the Avanti, but he also owned several himself. One he kept at his home in Palm Springs, and the other went to his home in France. It seems as though he was very proud of his creation, even if the masses didn’t fully appreciate it.

Concept as Art

Imagine delighting in the classic design of the Studebaker Avanti when perusing your collection. The artist created a maquette for the Avanti lithograph after his original 1962-1963 design. Using this design as a model, mylar sheets (one for each color), were prepared by Alberto Barrera, under the artist’s direction, and then chemically transferred onto emulsion-coated aluminum lithographic plates at the American Atelier. Silver foil was applied by hot stamping.

Proofs were pulled. Corrections and additions were made by hand to the first proofs by the artist. A second proof was pulled under the supervision of Technical Director, Mauro Guiffreda at the American Atelier. Finally, each print in the edition was inspected and initialed by hand in pencil by Loewy at The American Atelier in December 1978. You can own the Avanti lithograph by checking out the product page.

*An outline of Avanti Motors History

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Did you know that the current design of Air Force One has remained unchanged since 1962? President John F. Kennedy, along with two of America’s style visionaries- Jackie Kennedy and Raymond Loewy- collaborated on the livery (a fancy word for the exterior decals) for the presidential plane. Not only was this design created by an admired artist, but it has quite the story behind it.

“Gaudy and Amateurish”

In 1962, a new pair of presidential planes had been specially made by Boeing. When these designs were released to the public, their exterior design was orange and red, typical of military planes. World-renowned designer Raymond Loewy, upon seeing these designs for the first time, is quoted as saying, “I was unimpressed by the gaudy red exterior markings and … the amateurish graphics of Air Force One.”

Once Jackie Kennedy caught wind that Loewy had critiqued the new planes, she immediately urged her husband to hire Loewy as the designer.

Turning a Big, Boring Machine into an Iconic Aircraft

Always mindful of how powerful impressions can be, the First Lady was fascinated by Loewy’s designs for notable American companies such as Coca-Cola, Lucky Strike Cigarettes, Electrolux, and many others. Loewy had a knack for coupling modern industrial and graphic design to create striking, classic images. American Presidents needed to make a good first impression when visiting foreign countries.

During their first meeting, Loewy and President Kennedy camped out on the floor of the Oval Office with paper, scissors, and crayons. Knowing Kennedy’s affinity for the color blue, Loewy rendered a design that incorporated two different shades of blue– slate and cyan- for the middle and wings. The top of the plane was left white, and the underside of the fuselage was left silver. Toward the front of the plane was the Presidential Seal, and on the tail was the American flag.

While in DC, Loewy visited the National Archives and was struck by the Caslon font used in the first printed copy of the Declaration of Independence. Having already ordered the Air Force to remove the current typeface on the aircraft, he was in favor of Loewy’s idea to use the country’s name set widely spaced in capital letters.

Americans received the new Air Force One design with great fanfare, as with most things the Kennedys did. While Jackie Kennedy’s timeless sense of style is attributed to the plane, Raymond Loewy was the mastermind behind it.

Own an Original Loewy Air Force One Design

You can get your hands on an original Loewy lithograph of this iconic design. It was inspected and initialed by hand in pencil by Loewy at The American Atelier in December 1978. Add this spectacular piece to your own collection today.

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If only I had Raymond Loewy’s Hydrofoil sitting in a dock, instead of in the GALLERY. Not only is this vessel a prime example of his talent, but it was one of many products Loewy was commissioned to create for Russia during the Cold War. In the midst of political turmoil, this partnership between Loewy and the USSR was a ray of hope for international cooperation.

What is a Hydrofoil?

Originally designed by Italian inventor Enrico Forlanini in 1906, the hydrofoil is not your average boat. It boasts a curved, wing-like underwater fin to lift the moving boat’s hull above the water. As a result, drag is dramatically decreased and the boat moves faster without burning more horsepower.

Flying Boats as Wartime Vessels

In the 1970s, the Cold War was raging, and Russia and the United States were in a race to out-do each other. From space exploration to military technology, each country was on a quest to become a world superpower. In preparation for potential escalation, every possible attack angle was explored.

Naval warfare was a big concern, with nuclear submarines quickly becoming what can be considered the most powerful weapons systems ever. Armed with this knowledge, naval vessels needed to adapt to prevent potential attacks.

Enter the hydrofoil- a watercraft that “flies” above the water.

The Hydrofoil Advantage

Traditional hulls have a larger submerged area, making it vulnerable to torpedo attacks. With a hydrofoil, the submerged area is reduced, which helps avoid underwater assault. In addition, the underwater wings reduce drag and enhance stability, allowing the hydrofoil to maneuver quickly through turbulent water.

Loewy and a Contract with Russia

To compete in the world market, Russia opted to consult with a leading industrial designer on creating products that would appeal to Western markets. That designer was Raymond Loewy. Not only were his firms contracted to design hydrofoils, but also Russian cars, motorcycles, cameras, watches, refrigerators, and tractors.

Loewy believed that this contract would open up markets for Russian goods. “Once they set their minds to doing something, they have tremendous resources for carrying the project through,” he remarked.

In a press release issued by the State Committee for Science and Technology, the Russians stated: “Scientific and design technological collaboration of this kind is the first U.S.S.R. experiment of international cooperation in this field.

“It is expected that the contract’s implementation will permit our industry to use the firm’s knowledge and experience, which is based on long‐term studies and forecasts of consumer requirements in increasingly competitive world markets.”

The Fall of the USSR and the Raketas

Nicknamed “Raketas”, or Rockets in Russian, hydrofoil production ended with the economic collapse of the Soviet Union. These planes of the sea were sent to rust in ship graveyards or sent to other Asian countries. It appears that the hope for bringing USSR products to the world marketplace was not realized.

Even though Loewy’s relationship with Russia did not bring about the end to the war, or even help them enter the Western marketplace, his talent and design remain noteworthy even today.

Concepts as Art: Hydrofoil

The artist created a maquette for the Hydrofoil lithograph after his original 1962-1963 design. Using this design as a model, mylar sheets (one for each color), were prepared by Alberto Barrera, under the artist’s direction, and then chemically transferred onto emulsion-coated aluminum lithographic plates at the American Atelier. Silver foil was applied by hot stamping.

Proofs were pulled. Corrections and additions were made by hand to the first proofs by the artist. A second proof was pulled under the supervision of Technical Director, Mauro Guiffreda at the American Atelier. Finally, each print in the edition was inspected and initialed by hand in pencil by Loewy at The American Atelier in December 1978.

Visit our GALLERY to add this spectacular piece to your own collection.

The post From Flying Through Space to Flying Through the Water appeared first on Form Function Art.

With the advent of space exploration came different, inventive ideas of how to travel on planetary surfaces, many of which never came to fruition. For example, the GM MOLAB was a mobile laboratory that was also used as an artificial habitat for astronauts. While it was extremely innovative, it was also terribly heavy and only a Saturn V rocket could have launched it into space. If you’ve ever been to Huntsville, AL, you will see the magnitude of a Saturn V, and how much power would have been needed to get the MOLAB to the moon. As useful as it was for training astronauts and gathering soil samples, the MOLAB never got past New Mexico.

A Novel Concept

Likewise, there were many ideas that stayed just that- ideas. One such example is the “Space Taxi,” by Raymond Loewy. While several of Loewy’s concepts actually were added to spacecraft, there were quite a few designs that didn’t make the cut.

This particular piece is fascinating because Loewy had been contracted to create more hospitable environments for the astronauts their spacecraft. Likewise, his Space Taxi concept appears to be a very comfortable ride for an astronaut cruising the lunar terrain. Unfortunately, this idea never took off…pun intended.

Ridesharing to Space?

Even though Loewy’s Space Taxi concept never caught on, the idea has been bouncing around since. Recently, NASA decided to open space exploration to private firms and astronauts. Instead of global superpowers competing for a piece of the celestial landscape, companies will be competing to be the first to fly their private shuttles to the ISS. This means that anyone willing to risk the journey (and pay the hefty price tag) can catch a ride to space.

So maybe there will be a space taxi after all. While we may not have mastered space just yet, Loewy’s legacy lives on in the design of modern spacecraft.

Concepts as Art: Space Taxi

Artists in the 1900s drew out their design ideas for presentation, much like today’s artists conceptualize on computers. This particular Loewy design did not become famous as a real-life application. However, this drawing is still an incredible testament to his innovation and ingenuity. We have several copies of the Space Taxi concept, each signed and approved by Loewy himself. Visit the Space Taxi product page to purchase your own Loewy design today!

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So What Exactly Is a Lithograph?

Lithographs are prints created by making use of the fact that grease and water are immiscible, or they don’t mix. An artist uses a greasy pencil or litho crayon to draw directly onto a stone or metal plate. The artist prepares a separate stone or plate for each color in the finished lithograph. The plate is then treated with a chemical, etching the surface where the greasy pencil wasn’t used. When moisture is applied to the plate or stone, the etched areas retain the moisture, allowing oil-based ink to be applied and only stick to the drawing. The ink is then transferred to paper, creating a one-of-a-kind lithograph. Because it isn’t possible to register each color perfectly, the final result is a unique print with subtle differences between each one produced.

But Won’t All of the Copies Look The Same?

Not exactly. Each lithograph has minute differences based on the application of the ink for each run.

Are Lithographs Original Pieces?

Without a doubt, yes. When you purchase a lithograph from a trusted art dealer, you can be sure you are getting an original piece. The artist will draw directly onto the plate used to create the lithograph, then approve and sign each one. There are limited quantities made, which makes them even more valuable.

If you are looking for the perfect piece to begin, or add to, your own collection, visit our GALLERY. We have beautiful, original lithographs by Raymond Loewy and several other artists.

The post Why Lithographs Make the Perfect Addition to Your Collection appeared first on Form Function Art.

GEMINI 4

On June 3, 1965, astronaut Ed White became the first American to explore outside of his spacecraft, the Gemini capsule. While he was tethered to the Gemini, he used a hand-held oxygen jet gun to propel himself out to the end of his tether and back again 3 times. I’m not sure I am that brave.

The Importance Of A Good Suit

Because outer space is such a harsh environment, EVAs require a good suit. A space suit must act like a personal spacecraft. Not only does it need air pressure, protection, and communication, but it needs to be comfortable. While an astronaut is performing an EVA, the suit needs to provide mobility and be able to carry tools so work can be done either on the spacecraft or on a planetary surface. (source)

Raymond Loewy

From 1967 to 1973 Loewy performed his “most important and gratifying” work with NASA as a habitability consultant. His designs helped improve the conditions of space flight and life in orbit for astronauts. Most noteworthy, NASA’s head of the Office of Manned Space Flight, George Mueller, commented that Loewy’s efforts had “provided the foundation for man’s next great step – an expedition to the planets.” (source)

Concepts as Art: EVA

Artists in the 1900s drew out their design ideas for presentation, much like today’s artists conceptualize on computers. When Loewy’s designs became famous as real-life applications, these drawings became valuable themselves. We have several copies of the EVA concept, each signed and approved by Loewy himself. Above all, this is a beautiful reminder of what is possible when innovation and gumption come together. Visit the EVA product page to purchase your own Loewy design today!

The post EVA: A True Space Walk appeared first on Form Function Art.

The Story

Launching from Cape Kennedy on July 16, 1969, Apollo 11 carried a 3 man crew to the moon. The passengers included Commander Neil Armstrong, Command Module Pilot Michael Collins, and Lunar Module Pilot Edwin “Buzz” Aldrin. Their mission was to collect surface materials and take extensive photographs of the lunar landscape, equipment, and each other. However, these astronauts did much more than collect scientific samples.

Neil Armstrong became the first human to set foot on the moon. As a result, he completed a goal set by President John F. Kennedy 8 years prior, establishing “national preeminence over rival nations”. As our country was dealing with the Cold War crisis, this monumental culmination of years of hard work and research “[accomplished] the political goals for which it was created.” An estimated 530 million people (including me) watched Armstrong take “…one small step for a man, one giant leap for mankind”.

It was truly an incredible experience to watch and to be a part of. Every time I see Raymond Loewy’s Moon Landing, I am reminded of that time in history when everything seemed possible and new worlds were opening up. Similarly, I hope this incredible piece will bring you inspiration as well.

Concepts as Art: Moon Landing

Artists in the 1900s drew out their design ideas for presentation, much like today’s artists conceptualize on computers. When Loewy’s designs became famous as real-life applications, these drawings became valuable themselves. We have several copies of the Moon Landing concept, each signed and approved by Loewy himself. Having a reminder of this historic event to serve as a reminder of the strength and prowess of American innovation will spark inspiration. Visit the Moon Landing product page to purchase your own Loewy design today!

The post Moon Landing: Looking up to the Stars appeared first on Form Function Art.

Here in Huntsville, AL, we are in full-blown celebration mode with the 50^th anniversary of the Moon Landing. Modern space exploration was propelled forward by the brilliant mind of Werner von Braun who took inspiration from Redstone Arsenal, one of our city’s historical landmarks. We have come a long way since those first steps on the moon. Not only are we establishing future programs to take humans to Mars, but we currently have people living in outer space aboard the International Space Station (ISS). Wow!

Loewy inspired technological advances in Space and on Earth

The ISS was not the first Space Station that Americans have lived on. Its predecessor was the Skylab, designed in part by Raymond Loewy. In 1967, NASA asked Loewy to design the interior of the Skylab, creating a hospitable environment that would be comfortable, safe, and psychologically healthy. Loewy was the mastermind behind adding a porthole so that astronauts could make visual contact with Earth. He also introduced simulating the conditions of gravity for astronauts that lived aboard Skylab for long periods of time. George Mueller (NASA’s Office of Manned Space Flight) wrote an appreciation letter to Loewy: “I do not believe that it would have been possible for the Skylab crews to have lived in relative comfort, excellent spirits and outstanding efficiency had it not been for your creative design, based on a deep understanding of human needs.” (Source)

Raymond Loewy’s “Skylab” is a beautiful testament of his work with NASA as an artist, designer, and innovator.

The Skylab program was critical to the development of the modern Space Station. It proved that humans can, in fact, live and work in space. In addition, toilets, showers, exercise equipment, and kitchen facilities were all created to withstand the effects of microgravity. Loewy’s work on the Skylab contributed to many other technologies that were significant in the progress of future space ventures.

Concepts as Art: Skylab

Artists in the 1900s drew out their design ideas for presentation, much like today’s artists conceptualize on computers. When Loewy’s designs became famous as real-life applications, these drawings became valuable themselves. We have several copies of the Skylab concept, each signed and approved by Loewy himself. It can be a special experience to own a piece of technological and interplanetary history. Visit the Skylab product page to purchase your own Loewy design today!

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