streamlining

Streamlining was a late type of art deco which was mostly popular in the 1930's during the financial depression where there was a great need for product differentiation.  The aesthetic elements of the product became more important and advertising became more popular as people began to see products on posters before seeing them in real life.  People began to use style to enhance the existing products. (Taken from Wikipedia)

Henry Dreyfuss Streamlined iron

Raymond Loewy "Teardrop" Pencil Sharpener

Streamlining reflected the growth  of hydrodynamics and aerodynamics, travel, technology and the magic of speed.  The architecture of buildings looked very similar to new technologies like Cars, Ships and Airplanes.  Although Streamlining was a branch off the Art Deco movement, it was very different.
When the Great Depression hit, designs had to be rearranged in order to cut costs.  In Streamlining lavish decoration was cut, designs now showed a love for the machine and products were more simple and functional.

Characteristics of Streamlined products:
1) Clean, curved shapes with rounded corners.
2) Long horizontal lines.
3) No decoration.
4) Flat roofs.
5) stripes to give a feel of motion and speed.

1939 Coca-Cola Bottling Plant in Los Angeles
By Robert V. Derrah

This is one of the Coca-cola bottling plants in Los Angeles which was build in 1939 by Robert V. Derrah.  It is a great example of a streamlined building.  It was built to look like an ocean liner from the inside and the out.  It is complete with a flying bridge, Promenade deck and portholes. The shell was built around four older buildings. 

Today many of our  household objects are streamlined and se are cars.  Today most cars are extremely streamlined to emphasise speed and luxury.