Word: ups
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Dates: during 1940-1949
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When the final model was chosen and mocked up full-size, Loewy called in Studebaker officials and dramatically whisked the coverings off the model. Loewy feels that "it is the first impression that counts; either it clicks or it doesn't."
He augmented his permanent staff in the Studebaker plant from 28 to 39, talked each design over with engineers to see if it was feasible. From hundreds of tentative designs Loewy pulled a curve here, a hood there, a fender sweep yonder, then "mocked up" about a dozen experimental models...
One day in 1927, at a friend's home, he met Britain's Sigmund Gestetner, maker of a famed old duplicating machine whose design had not been appreciably changed in 30 years. Loewy lugged the duplicator up to his apartment and built a clay model embodying his ideas...
His first big chance came when Sears, Roebuck & Co. hired him in 1934 to dress up its Coldspot refrigerator, an ugly machine with a dust trap under its spindly legs, and corrugated shelves inside. Loewy moved the motor, from top to bottom, chopped off the legs, and installed the first...
The New Frontiers. For all the work that had been done, there still remained vast, unexplored regions of ugliness and inefficiency for the U.S. industrial designer to tackle. Designer Loewy last week summed up a few of the challenges: