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HORIZONS NORMAN BEL CEDDE > ^^^- x From the collection of the -frelinger a v Jjr San Francisco, California 2006 HORIZONS HORIZONS NORMAN BEL GEDDES Boston LITTLE, BROWN, AND COMPANY 1932 COPYRIGHT, 1932, BY NORMAN BEL GEDDES All rights reserved Published November, 19} 2 PRINTED IN THE UNITED STATES OF AMERICA CONTENTS CHAPTER 1 Towards Design 3 CHAPTER 2 Speed To-morrow 24 CHAPTER 3 Motor Cars and Buses . 44 CHAPTER 4 Railways . 64 CHAPTER 5 By Air To-morrow 79 CHAPTER 6 New Houses for Old . 122 CHAPTER 7 Industrializing the Theater . 140 CHAPTER 8 Architecture for the Amusement Industry . 159 CHAPTER 9 Restaurant Architecture . 182 CHAPTER 10 What Price Factory Ugliness? . 200 CHAPTER 11 Product Design as Approached . 222 CHAPTER 12 Unexplored Fields for the Designer . 242 CHAPTER 13 In Window Display the Play's the Thing . 259 CHAPTER 14 Changing World 273 ILLUSTRATIONS . 6 Temple of Amon, Luxor . Designer Unknown 1450 B. C. Parthenon ..... Designed by Ictinus & Calibrates 447 B. C. 8 Civic Virtue Monument . Designed by Frederick MacMonnies 1922 Washington Monument .... Designed by Robert Mills 1 848 Seated Woman . .10 Painting by Pablo Picasso 1929 Souvenir de Mortefontaine . .11 Painting by Jean B. C. Corot 1 846 Moses from the Tomb of Pope Julius . .12 Designed by Michelangelo 151) Still Life ... 13 Painting by Emilie Preyer 1849 Still Life ... 13 Painting by Paul Cezanne 1895 14 Still Life .... Photograph by Ralph Steiner 1930 15 Still Life ... Photograph by Imogen Cunningham 1925 Plow Blades . .17 Photograph by Margaret Bourke-White 1929 Spectacles . Photograph by Edward Steichen 1929 Rospigliosi Cup . Designed by Benvenuto Cellini 1560 Greek Cylix . Designer Unknown 550 B. C. Dynamos Niagara Hudson Power Plant . 21 Designer Unknown Rosenbaum Grain Elevator . .22 Designed by James Met calf 1917 Blue Bird Racing Car . .26 Designed by Malcolm Campbell 19)1 Lockheed Sirius Plane . .28 Designed by John K. Northrop, Richard Von Hake, Allan Locghead, Gerald Vultee 1929 Zeppelin Rail Car . .29 Designed by Franz Kruckenberg & Curt StedefeM 1929 Clipper Ship Cowper . .30 Designed by Joshua Magoun 1854 S. S. Bremen . .32 Designed by Deutsche Shiff & Mascbinenbau A. G., Werk A. G. Weser 1928 S. S. Bremen . .33 Designed !>\ Deutsche Shiff & Maschinenbau A. G., Werk A. G. Weser 1928 S. S. Conte Biancamano . .35 Designed by Ansoldo Shipbuilding Co. 1924 Ocean Liner: Bow . .36 Designed by Norman Bt'l Geddes 19)2 Ocean Liner: Airplane View . .37 Designed by Norman Bel Geddes 1932 Ocean Liner: Stern Decks Closed . .38 Designed by Norman Bel Geddes 19)2 Ocean Liner: Stern Decks Opened . .39 Designed by Norman Bel Geddes 19)2 Ocean Liner: Sun Deck .... 40-41 Designed by Norman Bel Geddes 19)2 Ocean Liner: Boat Deck .... 40-41 Designed by Norman Bel Geddes 19)2 Ocean Liner: Promenade Deck . 40-41 Designed by Norman Bel Geddes 19)2 Ocean Liner: Section .... 40-41 Designed by Norman Bel Geddes 19)2 Diagram Illustrating the Principle of Streamlining . 45 Ice in Flowing Stream Demonstrating Nature's Streamlining . 45 Amphibian Plane . .46 Designed hy Sikorsky Motor Car . .48 designed by Dr. Dittlinger 1898 Motor Car . .49 Deigned by Velie 1908 Motor Car . .50 Designed by Packard 19)2 Motor Car Number 1 . .52 Designed by Norman Bel Gfddcs 1928 Diagram Illustrating Curtiss' Experiments in Automobile Streamlining 53 Motor Car Number 8 . .54 Designed by Norman Bel Geddes 1911 Motor Car Number 8 . .55 Designed by Norman Bel Geddes 19)1 Motor Car Number 8: Section . .56 Designed by Norman Bel Geddes 19)1 Motor Car Number 8: Plan . .56 Designed by Norman Bel Geddes 19)1 Motor Car Number 8: Section '. .57 Designed by Norman Bel Geddes 19)1 Edwards Motor Transit Bus . 58 Designed by White 1918 Pickwick Duplex Coach . .59 Designed by Divight E. Austin 19)1 Motor Coach Number 2 . .60 Designed by Norman Bel Geddes 19-) 2 Motor Coach Number 2 . 61 Designed by Norman Bel Geddes 19)2 Motor Coach Number 2: Plan . .62 Designed by Norman Bel Geddes 19)2 [ix] Motor Coach Number 2: Plan . .62 Designed by Norman Bel Geddes 19)2 Motor Coach Number 2: Section . .62 Designed by 'Norman Bel Geddcs 1932 Motor Coach Number 2 : Section . .63 Designed by Norman Bel Geddes 19)2 Baltimore & Ohio Locomotive . .66 Designed by William Mason 1856 Baltimore & Ohio Locomotive . .67 Designed by Baldwin Locomotive Works 192} London & North Eastern Locomotive . .68 Designed by H. N. Grisley 1929 Locomotive Number 1 . .69 Designed by Norman Bel Geddes 1951 Locomotive Number 1: Section . .69 Designed by Norman Bel Geddes 1931 Locomotive Number 1 . .70 Designed by Norman Bel Geddes 19)1 Rear (Observation) Car . .71 Designed by Pullman Company 1924 Rear (Lounge) Car Number 4 . .72 Designed by Norman Bel Geddes 19)1 Rear . (Lounge) Car Number 4: Plan . .72 Designed by Norman Bel Geddes 19)1 Car: Plan . Day & Section . .73 Designed by Norman Bel Geddes 19)1 \ Compartment Car . .74 Designed by Pullman Company 1925 Car: . Compartment Plan & Section . .74 Designed by Pullman Company 1925 2 . Compartment Car Number . .75 Designed by Norman Bel Geddes 19)1 Compartment Car Number 2: Plan & Section . 75 Designed by Norman Bel Geddes 19)1 Lambert-St. Louis Municipal Airport . .80 Chief Engineer W. W. Homer 19)0 Lambert-St. Louis Municipal Airport: Plan . 81 Chief Engineer W. W. Homer 19)0 Air Terminal: Airplane View . .85 Designed by Norman Bel Geddes 19)2 Air Terminal: Ground Level Traffic Diagram . 86 Designed by Norman Bel Geddes 19)2 Air Terminal: Underground Traffic Diagram . .87 Designed by Norman Bel Geddes 19)2 Air Terminal: Terminal Section . 90-91 Designed by Norman Bel Geddes 19)2 Air Terminal: Hangar Section . 92-93 Designed by Norman Bel Geddes 19)2 Air Terminal: Wind Diagram . 94-95 Designed by Norman Bel Geddes 19)2 Rotary Airport: Airplane View . .97 Designed by Norman Bel Geddes 19)0 Rotary Airport: Harbor Plan . .98 Designed by Norman Bel Geddes 19)0 Rotary Airport: Clearance Diagram of Tall Buildings . 98 (Side Elevation) Rotary Airport: Clearance Diagram of Tall Buildings . 99 (Front Elevation) Rotary Airport: Wind Diagram . .100 Designed by Norman Bel Geddes 19)0 Rotary Airport: Traffic Diagram . 101 Designed by Norman Bel Geddes 19)0 Rotary Airport: Longitudinal Section . 101 Designed by Norman Bel Geddes 19)0 Rotary Airport: Communication Sections . 102-103 Designed by Norman Bel Geddes 19)0 Rotary Airport: Terminal Room Section . 104-105 Designed by Norman Bel Geddes 19)0 [xi] Original Biplane . .107 Designed by Wilbur & Orville Wright 1903 DO-X . .108 Designed by Claude Dornier 1929 DO-X: Section . .108 Designed by Claude Dornier 1929 DO-X: Interior . .109 Designed by Claude Dornier 1929 Air Liner Number 4 .... 110-111 Designed by Norman Bel Geddes and Otto Koller 1929 Air Liner Number 4 .... 112-113 Designed by Norman Eel Geddcs and Otto Holler 1929 Air Liner Number 4: Section Through Wing . .114-115 Designed by Norman Bel Geddcs and Otto Koller 1929 Air Liner Number 4: Section Through Fusilage . 115 Designed by Norman Bel Geddes and Otto Koller 1929 Air Liner Number 4: Deck 3 R . 116 Designed by Norman Bel Geddes and Otto Koller 1929 Air Liner Number 4: Deck 4L . .117 Designed by Norman Bel Geddcs and Otto Koller 1 929 Air Liner Number 4: Deck 5 . .118 Designed by Norman Bel Geddcs and Otto Koller 1929 Air Liner Number 4: Deck 7 . 119 Designed by Norman Bel Geddes and Otto Koller 1929 Air Liner Number 4: Deck 9 . .120 Designed by Norman Bel Geddes and Otto Koller 1929 John Ward House, Salem . .124 Designer Unknown 1684 Suburban House . .125 Designer Unknown 1888 Suburban House . .126 Designed by Walker & Carswell 1922 Suburban House: Plans . .127 Designed by Walker & Carswell 1922 [xii] Comparative Plan of House Position on Plot . 129 House Number 3 . .130 Designed by Norman Bel Geddes 19)0 House Number 3 . .131 Designed by Norman Ret Gcddes 19 JO House Number 3: Ground Floor Plan . 132 Designed by Norman Bel Geddes 19)0 House Number 3: Second Floor Plan . 133 Designed by Norman Bel Gcddes 19)0 House Number 3 : Living Room . 135 Designed by Norman Bel Geddes 19)0 House Number 3: Study . .136 Designed by Norman Bel Gcddes 19)0 House Number 3: Pantry . .137 Designed by Norman Bel Gcddes 19)0 Roxy Theater, New York . .143 Designed by Walter W. Ahhchlager 1927 Wilson Theater, Detroit: Section . 144 Designed by Smith, Hinchman # Grylls 1928 Wilson Theater, Detroit: Plan . .144 Designed by Smith, Hinchman (6 Grylls 1928 Diagram of Longitudinal Axis vs. Diagonal Axis Theater Plans 145 Repertory Theater . .147 Designed by Norman Bel Geddes 1929 Repertory Theater: Section . .148 Designed by Norman Bel Gcddes 1929 Repertory Theater: Auditorium Plan . 148 Designed by Norman Bel Geddes 1929 Repertory Theater: Basement Plan . .149 Designed by Norman Bel Geddes 1929 Theater Number 6: Stage . .151 Designed by Norman Bel Gcddes 1914 [ xiii ] Dante's Divine Comedy: Stage . .152 Designed by Norman Bel Geddes 1920 Divine Comedy Theater . .153 Designed by Norman Bel Geddes 1929 Divine Comedy Theater: Auditorium Plan . .154 Designed by Norman Bel Geddes 1929 Divine Comedy Theater: Section . 15 5 Designed by Norman Bel Geddes 1929 Homestead, Pennsylvania . .157 Theater Number 14: Airplane View . .160 Designed by Norman Bel Geddes 1922 Theater Number 14 . .161 Designed by Norman Bel Geddes 1922 Theater Number 14: Auditorium Plan . .162 Designed by Norman Bel Geddes 1922 14: . Theater Number Ground Floor Plan . .162 Designed by Norman Bel Geddes 1922 Theater Number 14: Section . .163 Designed by Norman Bel Geddes 1922 Theater 14: . Number Basement Plan . .163 Designed by Norman Bel Geddes 1922 Theater 14: . Number Auditorium & Stage . 165 Designed by Norman Bel Geddes 1922 of .