by Emmett R Smith
This beguiling if already grainy image is from a piquant online 1995 auction bill, of Raymond Loewy memorabilia:
Whereas, below is the link to the official Raymond Loewy website of the late-modern industrial designer, who died in 1986. The site, until you’ve surfed a bit, is for a fact-of-arrangement oddly reticent about sticking Loewy’s early-1940s streamliner steam locomotive design work for the Pennsylvania RR right out front of God and everybody. This kind of reticence feels about as shy as any Mohammedan lady in her veil! Could it be, though, that by now even the Loewy vision of Coca Cola is as anachronistic as the rest of his gorgeous icons of late-modernity? They are as beautiful as they are now, also, lame and past their sell-by dates, oh, by a good twenty years:
Hence, there may be just a shweeya bit of apotropaic editing going on, as anxious as it is unwitting; after all, the modern age did end objectively in the Fall of 1989, with the collapse of communism and the pulling down of Mr Reagen’s wall in Berlin: and, seen in this same time frame, Mr Loewy’s death three years before is then but the ironic herald.
[Emmett R Smith
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[16 September 2009]