Customer Reviews

Shop America: Mid-Century Storefront Design, 1938-1950

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In the midst of the Great Depression, American Business adopted an American form of modernism that heralded a new age of technology and progress. This period of design history is sometimes called, "Machine Age", "Streamline Modern" or "Midcentury Modern." This belief in the spirit of progress can be seen in almost all American design of this period.

"Shop America" adds to our understanding of the time by focusing on store front design. American glass companies produced beautifully illustrated catalogs that promoted the use of glass and modern building materials. These catalogs inspired architects and small business owners to create store fronts that embraced the progressive spirit of modernism.

When many of us think of the 1940's and 1950's, we think of a conformist age best understood by old television shows like Ozzie and Harriet and Father Knows Best. However, a book like "Shop America" also demonstrates that American business and consumers of the time were willing to adopt a bold modernist vision. Although the designs in these books are 50-60 years old, they are still very fresh and exciting.

This book was produced by the German Publisher, Taschen. Like all Taschen books it is a very good value. It is a large format book with very high production values. This book is a must purchase for all enthusiasts of the period as well as for contemporary architects and designers. Highly recommended.

Turn the pages of this fascinating book and you're window shopping on Main Street in the late forties, plenty of consumer goods are just a touch away thanks to large glass windows. The essence of the book is more than ninety ideas for storefronts created by the Pittsburgh Plate Glass Company. Each has an artists rendering, sometimes a technical detail or floor plan and technical information about the glass used.

It is the exuberant artwork that makes the book come alive. They capture a mid-century of elegant shoppers seduced by Carrara glass and Aluminum. Virtually every store has an overall streamline design frequently mixing atomic motifs and the final individual touch is the name in a modern sans type or a casual script for a ladies retail unit. Strangely there is no actual reference to the Pittsburgh PGC or the artists though E A Lundberg has his signature on many of the illustrations.

This is a large book (handsomely designed and printed) that fortunately makes all the wonderful renderings large too. In the first few pages Steve Heller contributes an overview of storefront design illustrated with black and white photos of real stores in large American cities. Predictably few of them are as flamboyant as the concept artwork in the glass-makers sales material.

*** FOR AN INSIDE LOOK click 'customer images' under the cover.

This book has some great illustrations, but I was disappointed to find mostly different elevational drawings with one fabulous color illustration for each project. I was hoping to find much more depth and maybe some photos of the actual shops with some stories of the shops themselves. Instead I found that this book was just "suggestions" of what could be with no factual details of if ANY of the stores were actually built! I'm sure if you are an architect this book is an invaluable resource. I'd love to see any these shops, which is why I am so disappointed to find nothing but drawings. If any of these shops or buildings still exist today the book does not hint at where you would be able to find them.

I love midcentury design and had high expectations for this book. It is a large book and the images well displayed. But after the 10th or so page, it becomes apparent that it is nearly one hundred pages of variations on the same picture - the one on the cover. This uniformity in presentation should have made the book feel well researched; however, it's just visual candy and no substance. Just a large picture, some random info about materials to make that store front, and that's about it. Nothing about the architects, designers, clients, purpose, etc. Even the drawings look to have been done by the same person - and not necessarily a very creative one. I kept reading through the text in the beginning wondering if it was a compilation of ideas by a modern design student as part of a master's design thesis on mid century store front design. I think, but I am still not sure, that these are authentic designs from the period and not modern recreations. It feels like a modern day artist took old drawings and images and then distilled them so that you see the same 'what a storefront for xx would look like". So many don't even seem remotely practical.

Really, it feels like an idealized modern presentation of the same random storefronts, redressed. There's no context for the building in which the storefronts would be placed - the only parameter changing is the product to be sold. The book reads like this, "Here's a storefront idea for a florist." Here's a storefront for a idea for a shoe seller. Here's a storefront idea for a jeweler." It gets old fast.

I think the authors may have forgotten the reason to have a book like this - nostalgia and to get a feel for the time. That is lost in the book - there's just so little context other than a brief opening essay. I got bored seeing the same window redressed 100 times - perhaps I just wanted actual examples of implementation or use - even if only drawings as well.

I was disappointed in this book. The best picture is the one on the cover. Inside, each selection is pretty much the same. "Style suggestion for a florist shop," "Style suggestion for a shoe store," etc. Has diagrams and font types, window measurements, etc. All tech stuff that's not really interesting to me. I would have returned it, but didn't want to mess with the shipping. Sigh.

This is an awesome book for looking at the philosophy behind commercial design at mid-century. The illustrations really make this book, showing as they do very detailed images of proposed book stores, restaurants and clothiers for a variety of tastes and emphasis. These designs showed considerable thought in their creation... a very enjoyable book for learning more about architecture, mid-century design or for just looking through the illustrations... it's that good!

Book was heavier than I thought it would be. Loaded with color illustrations ranging from flower shop designs to jewelry stores, pharmacies, cosmetics shops, liquor stores, candy shops, etc. All in that great 40s 50s style. The book starts with 1938 and some Deco is apparent. Big hardcover would be appropriate for a coffee table.

I can not tell you how great it was to read the book Shop America: Mid-Century Storefront Design, 1938-1950.

I was blown away to see such a large compilation of the Pittsburgh Plate Glass "Design of the Month" series by Elmer A. Lundberg Jr., FAIA in one publication.

He pasted away in 1971 after returning to private practice with the Architectural firm of Loeffler Johnson Lundberg and Associates of Pittsburgh, Pa. He had taken early retirement from Pittsburgh Plate Glass Company after 35 years of service. During his time at PPG he gained recognition for providing service to the Architectural profession in industry by the College of Fellows within the American Institute of Architects and was bestowed the title of FAIA.

As his son you can understand why I was so moved to see a lot of his work published again for the world to enjoy and learn from. I passed the book on to my mom and we both had a great time remembering when.

Shop America is a great reference source for anyone who loves vintage, retro, Mid-Century Modern or just shopping! It is chocked full of great artists renderings, plans and photos of store design and showcases both what we were and what we hoped to be. If you are a designer, this book is a must have. If you are a casual enthusiast this bokk is a should have. Either way it is just great! Stephen Heller, please give us more!

Excellent book, this is our second purchase of this particular book. My husband now has two of them, one in each of his residences, in Rhode Island and now Florida. Thanks,