Artek and Alvar Aalto 36 docomomo 46 — 2012/1 docomomo46.indd 36 25/07/12 11:13 rtek was founded in November 1935. The name of the company, Art + Technology, reflects its objectives and methods of operation. The intention was to offer to its wide range of cus- Atomers, practical, economical, hygienic and above all Modern furniture that reflected its own time. The furniture was to represent the values of an urban and efficient lifestyle. In the company’s founding meeting on 26.11.1935, Maire Gullichsen and Alvar Aalto became the main shareholders. Other shareholders were: Nils–Gustaf Hahl, Artek’s first managing director; P.W. Puhakka, the managing director of Huonekalu- ja Rakennustyötehdas, the company that pro- duced the furniture designed by Aalto; Aino Marsio–Aalto; architect Aili–Salli Ahde; professor Carl Hahl; and architect Arne Ervi. By Mia Hipeli Marketing In addition to Finmar, other retailers in northern and lvar Aalto–designed furniture rapidly became central Europe were Svenska Artek in Sweden, and Palag popular in the 1930s, particularly after the A.G, with SIDAM and Wohnbedarf as its retailers, in Swit- AAalto–designed Paimio tuberculosis sanatorium, zerland. Particularly Wohnbedarf displayed the designs Turku Sanomat building and Viipuri Library had been of Alvar Aalto and Artek in their own shops as well as in presented in the press. The marketing of the furniture interior design exhibitions they themselves designed. Its was promoted through housing exhibitions. Already the market area included, in addition to central Europe, also Bauhaus–inspired Minimum Apartment Exhibition held in Italy, and Sigfried Giedion’s active role was significant in Helsinki in 1930 acquainted Helsinki inhabitants with a the presentation of Aalto furniture. Giedion was one of new kind of interior design based on lightweight movable the founding members of CIAM, and its first secretary. He furniture and standard dimensioned interiors. The content gave visibility to Aalto’s works in articles, exhibitions and of the exhibitions was educational, pedagogical, and en- his own books on Modern architecture and design. lightening. Aalto–designed furniture was on display at the Brus- The exhibition “Only Wood” held in the Fortnum & sels World Expo in 1935, where the Swiss pavilion was 37 Mason department store in London in 1933 opened an furnished with Aalto’s furniture. The furniture was present- opportunity for sales in Britain. To conquer the British mar- ed as models sold by the retailer Wohnbedarf, without ket, the company Finmar Ltd was founded. The head of strongly emphasising Artek. There could hardly have the company was Mr. Faulkner and backup support was been a better showcase for the founding of Artek. A lot provided by Geoffrey Boumphrey. Philip Morton Shand, of business would have been generated, but delivery dif- who had been actively involved in CIAM (Congrès In- ficulties by Huonekalu– ja Rakennustyötehdas and the ternational d’Architecture Moderne) since its inception, lethargic approach to marketing made the export of fur- brought Aalto’s furniture designs and innovative wood niture from Finland difficult. The following world expos, handling skills to wider attention in articles published in Paris in 1937 and New York in 1939, provided the next the Architectural Review and Architects’ Journal. Several visible showcases. The Finnish pavilions were designed models that later achieved the status of classics, such as by Aalto and the interior design relied mainly on Artek the wooden stackable chair (model nº 6119) and an easy furniture. chair (model nº 2) were already in production at that time. New York’s Museum of Modern Art held an Aalto The manufacturer was Huonekalu– ja rakennustyötehdas, solo exhibition in 1935 in which in particular furniture which still today manufactures Artek furniture under the and glass objects designed by him were on display. Si- name Huonekalutehdas Korhonen Ltd. Cooperation did multaneously with the 1939 New York World Expo, an not begin, however, according to expectations, partly exhibition of Artek furniture toured the USA. For the pur- due to Aalto’s own impracticality and continuous produc- pose of retail in the US market, Artek Pascoe Incorpora- tion problems. tion was founded on the initiative of Clifford Pascoe. The cooperation between Artek and Artek Pascoe ended, however, following economic and design protection dis- agreements. < Alvar Aalto in the Viipuri Library, 1935. Svenska Artek, under the directorship of architect Photo by Gustaf Welin. ©Alvar Aalto Museum. Frölén, was responsible for the Swedish market. Corre- Artek and Alvar Aalto docomomo 46 — 2012/1 docomomo46.indd 37 25/07/12 11:13 38 Figure 1. Wohnbedarf advertisement, ca. 1935. spondingly, Metz & Co in Amsterdam was responsible tion of French painting held at the Kunsthalle Helsinki in for the Dutch market. 1938 with works by, among others, Léger, Picasso, Utrillo Already before the founding of Artek, Aalto’s furniture and Braque. had been on sale in the interior design and furniture shop Before opening their own gallery space, exhibitions Koti–Hemmet founded by architects Elna Kiljander and were usually held in the Artek shop and the exhibition Marianne Strengell in Helsinki in 1934. The furniture was architecture was designed by Aino and Alvar Aalto. In sold and advertised from the very beginning under the addition to the furniture series, Aalto put on display bent names of Alvar Aalto and Artek. But there were, of course, wood compositions based on industrially manufactured other designers involved. furniture parts or furniture production methods, the old- est of which were manufactured already at the turn of Exhibitions and Galerie Artek the 1920s and 1930s. In 1997 the operations of Gal- The display of modern art in connection with Artek erie Artek merged with Galleria Anhava, the name under was tied to the personal interests of the central characters which it continues its operations in Helsinki still today. in the company, Maire Gullichsen and Nils–Gustaf Hahl. Maire Gullichsen spoke passionately for the display of Collection modern art in Finland and her personal contacts and en- From the very beginning, Artek furniture has been pro- ergy played a central role in this. The central idea was duced by the company Huonekalu– ja Rakennustyöteh- that through the sales of Aalto’s furniture it would be pos- das, founded by Otto Korhonen in 1910. The cooperation sible to maintain an interior design shop and office as with Aalto began after 1927 when the Aaltos had moved well as organise cultural events and exhibitions. Through from Jyväskylä to Turku. Korhonen was interested in the the Galerie Artek, very important exhibitions of contem- new use of wood in furniture. He developed a process porary artists were brought to Finland, such as an exhibi- of steam bending when working with plywood and solid docomomo 46 — 2012/1 Artek and Alvar Aalto docomomo46.indd 38 25/07/12 11:13 wood parts. The cooperation between Aalto and Korho- Artek and Alvar Aalto. She emphasised her independent, nen was close, and the first chair models manufactured professional role in Artek by signing the drawings with were metal–legged with a bent plywood seat. In the her surname Marsio–Aalto or initials A.M–A. She was the early years the furniture was also produced by smaller soul and driving force of Artek between 1935 and 1948 manufacturers, among others Kolho Oy, which produced as the head of the drawing office and during the 1940s furniture other than the bent wood models. as the managing director. The structural solutions for the One of the early standard furniture models that was sold widely was the stackable chair, that had been awarded a prize at the 1930 Finnish Fair. It was patented by Otto Korhonen but the model was designed by Aalto. ‘Standardization’ and ‘industrial production’ were terms employed when exporting abroad Aalto’s building fix- tures and furniture design. The commercial success of Aalto–designed furniture proceeded at the same pace as his architecture became more well known. Aino Aalto’s role as the designer of the new models was significant, albeit, due to marketing, she has been forgotten behind Alvar Aalto’s more recogni- sable name. Aino also worked as head of Artek’s draw- ing office that operated from the time of the founding of the company. She also had her own models in produc- tion, but many of them were buried under the names of Figure 2. Cover of “New Furniture Incorporated”, New York, 1939. Figure 3. Finsven’s Aalto Design Collection for Modern Living, 1955. 39 Artek and Alvar Aalto docomomo 46 — 2012/1 docomomo46.indd 39 25/07/12 11:13 40 Figure 4. Artek Aalto furniture catalogue, Helsinki. chairs and tables, in particular the construction of legs, surrogate materials. A shortage of materials and labour are interesting. The construction and production method led to part of Artek’s production being moved to Hede- of the bent L–leg was patented in 1934. The strength of mora in Sweden. An extension was built for Artek’s own the leg was increased by plywood strips added to the production in an existing joinery workshop. An exhibition radially sawn grooves in the bend of the leg. The same and sales pavilion designed by Aalto was built in 1945 construction was also applied to other larger pieces of fur- for the 500–year anniversary of the founding of the town niture. The Y–leg is, as the name describes, a Y–shaped of Hedemora. slender corner solution; the X–leg was further developed from this. A Small but Efficient Design Office From the very beginning, Moroccan wool carpets Artek’s own first shop and drawing office was located and oriental baskets have been included in the Artek in the centre of Helsinki at Fabianinkatu 31.