Not least the topic lends itself to exhibition where the many facets of the decade can be presented in context and interactively interpreted. This ought have considerable commercial opportunity for sponsorship<\/li>\n<\/ol>\n<\/div>\nIn future editions we will explore in turn the remaining decades of Colin Chapman and Lotus cars.<\/p>\n
In this article we hope to capture some of the optimism, ambition, idealism, excitement scientific experimentation and growing consumerism of the era. In the process it is hoped that the material presented can be assembled for a future interactive exhibition. This ought to graphically and memorably illustrate the power and impact that gave Lotus such a lasting, enduring design code, methodology and mantra.
\nThis article includes a timeline in order that the respect historical, cultural and technological influences and forces can be seen in their interactive context.<\/p>\n
Of the series this must be the most important decade. Not least as it encompasses the birth of Lotus and that of Colin Chapman as an innovative British Industrial Designer. It also makes reference to WWII that became a battle of applied science. Chapman was perhaps the greatest exponent of applied science and the extrapolation of technologies along with being a developer of ideas and people.<\/p>\n
This item in the series is not quite a \u201cround\u201d decade but it seemed like splitting hairs not to make it inclusive.<\/p>\n
Science and Technology of World War II<\/strong><\/p>\nWW II [1939-45] was conducted as much as economic and scientific as military campaign. There were technological races and issues of superior manufacturing, logistics and communications. These have to be understood as they would very much dictate the immediate post war period. The list is some of the more significant items<\/p>\n
\n
\n- Weaponry<\/li>\n
- Logistics and support<\/li>\n
- Communications and intelligence: Radar, computers, decoding, electronics<\/li>\n
- Medicine and drugs<\/li>\n
- Industry: Industrial techniques, management, mass production, assembly and materials labour, skills \u2013 see below<\/li>\n
- Vehicles e.g. Jeep<\/li>\n
- Ships<\/li>\n
- Aircraft: jets, aerodynamics<\/li>\n
- Applied design: Ergonomics and wide screen developed for pilots combat simulation<\/li>\n
- Strategy and planning<\/li>\n
- Materials: synthetics, rubber, plastics, plywood, laminates, aluminum and lightweight metals, fibre glass, fuels, Formica<\/li>\n
- Ballistic and atomic weapons<\/li>\n<\/ul>\n<\/div>\n
In the design of weaponry often a crucial factor was weight, speed, maneuverability and materials availability. These could be decisive. When we examine the design approach of Colin Chapman it is evident how he was aware and alert to the fundamental principles and able to extrapolate then into racing car design and construction.<\/p>\n
Broad Interpretation of the Decade- War and Society.<\/strong><\/p>\nWithout living through war its difficult to fully appreciate the sense of devastation, loss and change it forces onto society. It\u2019s not easy to put into perspective or communicate to another generation the totality or the implications or magnitude of change. However we cannot understand the immediate post war period unless we try and comprehend some of the forces and how they were reacted to. Without this appreciation of events we can understand Colin Chapman and the achievements of Lotus. The war created:<\/p>\n
\n
\n- Loss of life to a generation of men in the forces and many civilian casualties<\/li>\n
- Some restrictions of freedom, greater state planning and rationing<\/li>\n
- Loss of infrastructure and non-replacement due to war effort. Loss or transfer of manufacturing capacity<\/li>\n
- Changes in technology, employment practice<\/li>\n
- Gender roles in home and workplace<\/li>\n
- Changes in markets and taste<\/li>\n
- Requirement for readjustment in society and many levels not least within family<\/li>\n
- Changes in mindset provoked by the war and what ought be lessons and particularly the need for reconstruction and welfare<\/li>\n
- Undercurrent of tension and Cold War<\/li>\n
- The extremity of war tends to provoke pendulums that swing equally in other direction<\/li>\n
- Demographic change with births and emphasis of youth and resultant markets<\/li>\n<\/ul>\n<\/div>\n
The significance of youth on the economy, culture and design is worth reinforcing. Marsh sums up well
\n\u201cAfter the horrors of world war II there was a growing emphasis on the young. In Britain free school milk and better health care and nutrition meant that children were bigger than ever before, and between 1946-1955 the infant death rate halved. Stronger and more numerous, children also became psychologically more important\u2026\u2026\u2026\u2026Dr.Spocks \u2026\u2026\u2026individual needs of each child\u2026\u2026\u2026.The 1950\u2019s saw the birth of the teenager and the widening of the generation gap. Young people became an independent force. Jobs and shorter working hours gave them money to spend and time to enjoy it. \u201c<\/p>\n
Of course this would impact on markets, culture taste and fashion and by necessity is an important aspect of the decade and our appreciation of Colin Chapman and Lotus.<\/p>\n
Post War Britain was characterized by broad cultural trends. These embraced some of the following:<\/p>\n
\n
\n\n- An optimism, idealism and anticipation to create a better world but tainted by the destruction and magnitude of the job ahead<\/li>\n
- A believe that designers could help and contribute to society through quality design<\/li>\n
- A believe in democracy, equality and free markets driven by consumer sovereignty and choice. Also that pleasant surroundings were to be achieved for the majority and reasonable cost.<\/li>\n
- An acceptance that the state might have a role in aspects of planning both economic and social e.g. creation of welfare state and reconstruction. This impacted on contracts available and the expansion of architecture and building of a variety of social institutions that tended to be much larger than prewar. Examples are the public sector, hospitals, schools, universities, utilities airports and the railway.<\/li>\n
- New technology and the emergence of technocrats and complex societal issues of status and role<\/li>\n
- A need for joy, excitement, colour. Choice, freedom of expression, glamour as a replacement for the drab, dreary war time controls, restrictions and rationing.<\/li>\n
- A return to normality placed priority on the family, home and home products. This of course in time generated the baby boom and very quickly the youth market, which determined the late fifties and sixties, \u201cLife-style\u201d issues took on great importance and America was to be considerable influence, as we shall discuss.<\/li>\n
- A requirement for liberty and freedom of movement that in particular found complex expression and functionality in the car. It was also an early adjustment and impact of changing technology, work practice and industry location [nb British New Towns] and early move towards commuting. This was very evident in America but also in Britain and Europe and we shall examine in depth how Colin Chapman and Lotus made a significant contribution. The 1950\u2019s also witnessed the rediscovery of the British landscape and regional variations. Touring and car ownership were linked.<\/li>\n
- Changing attitudes in the British Empire and Colonies that would commence structural change in the British economy and perhaps encourage realignment towards Europe.<\/li>\n
- An early resumption of sport and competition. This in part was an expression of freedom, democracy and equality. The London Olympics of 1948 was hence an important expression of values and liberties. However the British interest in motor sport would be quickly revived and Chapman and Lotus would soon dominate through innovation and traditional improvisation.<\/li>\n
- An interesting dialectic resulted between technology, consumption, time liberating household appliances and leisure. Initially these may increase household income and standard of living but there is some evidence too that additional labour supply has resulted in diluted wages. During the late fifties continental package holidays with related jet aircraft became a reality. Supermarkets also made a contribution and brand competition resulted in style and design of packaging.<\/li>\n
- Towards the end of the decade homeownership might become possible for those on guaranteed income and perhaps the skilled and ambitious craftsman. Possibly the trend also came from America. There was certainly a market for DIY and self build housing and improvements, this too might reflect a certain lack of over the counter products or alternatively an extension of wartime necessity.<\/li>\n<\/ul>\n<\/ul>\n<\/div>\n
Home-style and Lifestyle \u2013Form and Function \u2013 Welfare and Mass Production<\/strong><\/p>\nMarsh provides a well assessed pertinent observation and generalization of the era based on fact:
\n\u201cAfter WWII there was a pressing need to house newly married couples, families who had been bombed out and those still living in slums\u2026\u2026\u2026As towns and apartments were built around the world manufacturers catered for the new often smaller post war home. Furniture became lighter and moveable, chairs stacked, sofas folded out into beds\u2026 The television became the focal point of the living room. Labour saving devices replaced servants in the kitchen. After dull and drab wartime furnishing lust for colour and patterns expressed it self\u2026\u2026\u2026designers experimented with the latest technology to creative innovative forms: chairs floated on spidery metal legs, table tops were shaped like amoebae, and lights looked like flying saucers\u2026\u201d<\/p>\n
We have noted the relationship between lifestyle and mass production. Product names such as Formica, Ewbank, Prestcold, NewWorld, Addis and English Electric, Pye were all making significant contributions and each became more heavily dependant on design.<\/p>\n
The other major consumer goods were TV\u2019s, refrigerators and music systems. It has been suggested that between 1951 and 1961 car ownership increased by 250% and average weekly wages by 34%<\/p>\n
During the fifties two strong markets emerged to which designers responded. The family and home became more informal. This might have been an interactive function of societal change but also small more economic family accommodation. As populations grew dramatically so did furnishing requirements particularly for newly weds.
\nAt the other end of the scale the welfare state was being born along with corporate expansion. Size, volume and economy of scale and mass production \/ consumption\/ delivery drove considerations not only in architecture but service and designers by necessity would need to conceive products for mass manufacture and benefit from the major government contacts on offer.<\/p>\n
Affluence and greater sophistication evolved together and shaped the designers environment. Some observers comment that affluence transforms consumption into life style choices.<\/p>\n
An unfortunate side effect of increased disposable income was that mass production also generated a lot of kitsch in this period. Poor taste was evident in many commodities and was very evident in excessive of styling in the motorcar.<\/p>\n
Price Relativity and Comparison<\/strong><\/p>\n\n\n\nCAR PRICES IN THE DECADE<\/td>\n | 1948-59<\/td>\n<\/tr>\n |
\nYear<\/td>\n | Marque<\/td>\n | Model<\/td>\n | Price<\/td>\n<\/tr>\n |
\n\n 1948<\/p>\n<\/td>\n | Land Rover<\/td>\n | <\/td>\n | \u00a3450<\/td>\n<\/tr>\n |
\n\n 1949<\/p>\n<\/td>\n | Citroen<\/td>\n | 2CV<\/td>\n | \u00a3564<\/td>\n<\/tr>\n |
\n\n 1955<\/p>\n<\/td>\n | Citroen<\/td>\n | DS<\/td>\n | \u00a31726<\/td>\n<\/tr>\n |
\n\n 1959<\/p>\n<\/td>\n | Austin<\/td>\n | Mini<\/td>\n | \u00a3497<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n In 1951 the following estimated prices applied:<\/em><\/strong><\/p>\nPetrol 3\/4d gallon [3.5p litre] \nLarge white loaf 6d[2.5p] \nSeaside hotel [1 week] \u00a36\/6\/0d[\u00a36.30] \nSemi detached house \u00a31450 \nPint of Beer 1\/3d[6.25p] \nAverage weekly wage for full time workers \nMen: \u00a38\/6\/0[\u00a38.30] \nWomen: \u00a34\/9\/10d[\u00a3\u00a34.49] \n50 cigarettes 2\/3d[11.25p]<\/p>\n Major Social<\/em>, Technical<\/em> Cultural Events and Design<\/em> Icons of the Decade.<\/strong><\/p>\nThe following bullet list provides an \u201cat a glance\u201d overview and analysis of the major events of the period in question. These might be better appreciated within the context of the observations relating to the war, its technologies and consequences.<\/p>\n 1948<\/strong><\/p>\n\n- \n
Us congress passes Marshall Aid bill<\/div>\n<\/li>\n - \n
Austerity Olympics, London, UK<\/div>\n<\/li>\n - \n
British Railway nationalized<\/div>\n<\/li>\n - \n
M. Gandhi assassinated<\/div>\n<\/li>\n - \n
US tests new type of atom bomb<\/div>\n<\/li>\n - \n
Jackson Pollock\u2019s Composition No.9<\/div>\n<\/li>\n - \n
Invention of transistor<\/em><\/div>\n<\/li>\n- \n
F.M.Rogallo \u2013 prototype delta wing aircraft<\/em><\/div>\n<\/li>\n- \n
E.H.Land introduces Polaroid 95<\/em><\/div>\n<\/li>\n- \n
Cisitiala 202 designed by Pininfarina<\/em><\/div>\n<\/li>\n- \n
R.Buckminster Fuller- geodesic domes<\/em><\/div>\n<\/li>\n<\/ul>\n1949<\/strong><\/p>\n\n- \n
Peter and Alison Smithson \u2013 Brutalism Architecture, UK<\/em><\/div>\n<\/li>\n- \n
Jean Prouve designs prefabricated house in France<\/em><\/div>\n<\/li>\n- \n
George Orwell.\u201d1984\u201d<\/div>\n<\/li>\n - \n
Clothes ration ends<\/div>\n<\/li>\n - \n
Comet\u2019s first flight<\/em><\/div>\n<\/li>\n- \n
UK pound devalued<\/div>\n<\/li>\n - \n
Mao forms Republic of China<\/div>\n<\/li>\n - \n
Einstein\u2019s theory of Relativity<\/em><\/div>\n<\/li>\n- \n
Carol reed\u2019s film \u201cThe Third Man\u201d<\/div>\n<\/li>\n<\/ul>\n 1950<\/strong><\/p>\n\n- \n
End of petrol and soap rationing<\/div>\n<\/li>\n - \n
First kidney transplant .USA<\/div>\n<\/li>\n - \n
Outbreak of Korean War<\/div>\n<\/li>\n - \n
Diners Club first credit card, by Scheider?<\/div>\n<\/li>\n - \n
ICI launch Terylene<\/em><\/div>\n<\/li>\n- \n
Atlee forms Labour government in UK<\/div>\n<\/li>\n - \n
Salvador Dali\u2019s painting \u201c The Madonna of Port lligat<\/div>\n<\/li>\n<\/ul>\n 1951<\/strong><\/p>\n\n- \n
Festival of Britain<\/em><\/div>\n<\/li>\n- \n
British films\u201d The Dam Busters and the Cruel Sea\u201d<\/div>\n<\/li>\n - \n
Fangio won first of five Drivers Championships<\/div>\n<\/li>\n - \n
Jaguar won at Le Mans<\/div>\n<\/li>\n - \n
First International Congress on Industrial Design.London.UK<\/em><\/div>\n<\/li>\n- \n
First commercial computers<\/em><\/div>\n<\/li>\n- \n
Vickers Valliant jet bomber makes maiden flight and Hawker Hunter aircraft, UK<\/em><\/div>\n<\/li>\n- \n
Braun electric razor<\/em><\/div>\n<\/li>\n- \n
Arne Jacobson \u201cAnt Chair\u201d<\/em><\/div>\n<\/li>\n- \n
\u201cLady Chair\u201d by Marco Zanuso for Airflex [Pirelli]<\/em><\/div>\n<\/li>\n- \n
John Huston\u2019s film\u201d African Queen\u201d<\/div>\n<\/li>\n - \n
R.Loewy publishes \u201cNever Leave Well Enough Done\u201d<\/div>\n<\/li>\n<\/ul>\n 1952<\/strong><\/p>\n\n- \n
Britain tests first atomic bomb<\/div>\n<\/li>\n - \n
Worlds first jet airline service- London to Johannesburg<\/div>\n<\/li>\n - \n
De Havilland 110 jet breaks sound barrier<\/em><\/div>\n<\/li>\n- \n
Contraceptive pill manufactured<\/div>\n<\/li>\n - \n
Radio- carbon dating<\/em><\/div>\n<\/li>\n- \n
\u201cDiamond Chair\u201d by Bertoia<\/em><\/div>\n<\/li>\n- \n
Ernest Hemmingway \u201cThe Old man and the Sea\u201d<\/div>\n<\/li>\n<\/ul>\n 1953<\/strong><\/p>\n\n- \n
Dylan Thomas \u2018s \u201cUnder Milkwood\u201d<\/div>\n<\/li>\n - \n
Coronation of Queen.UK<\/div>\n<\/li>\n - \n
Everest conquered<\/div>\n<\/li>\n - \n
Colour TV demonstrated in USA<\/em><\/div>\n<\/li>\n- \n
Samsonite suitcase<\/em><\/div>\n<\/li>\n- \n
IBM 701 computer<\/em><\/div>\n<\/li>\n- \n
Boeing 707<\/em><\/div>\n<\/li>\n- \n
DNA molecular structure discovered<\/em><\/div>\n<\/li>\n- \n
Stalin dies and Khrushchev appointed<\/div>\n<\/li>\n - \n
Ian Fleming\u2019s \u201cCasino Royale<\/div>\n<\/li>\n - \n
Comet crash<\/em><\/div>\n<\/li>\n<\/ul>\n1954<\/strong><\/p>\n\n- \n
Food rationing ends. UK<\/div>\n<\/li>\n - \n
K.Amis\u201dLucky Jim\u201d<\/div>\n<\/li>\n - \n
First fibre-glass bodied car \u2013 Chevrolet \u2013USA<\/em><\/div>\n<\/li>\n- \n
Nautilus First nuclear submarine. US<\/em><\/div>\n<\/li>\n- \n
DNA<\/em><\/div>\n<\/li>\n- \n
Roger Banister record breaking<\/div>\n<\/li>\n - \n
Maiden flight of Boeing 707<\/em><\/div>\n<\/li>\n- \n
Elia Kazan\u2019s film \u201c On the Water Front\u201d<\/div>\n<\/li>\n - \n
\u201cFlying bedstead\u201d UK testing vertical take off with Rolls Royce engines<\/em><\/div>\n<\/li>\n- \n
Osvaldo Borsani \u201cP40\u201d chaise longue for Tecno<\/em><\/div>\n<\/li>\n<\/ul>\n1955<\/strong><\/p>\n\n- \n
Beatnik movement and Teddy boys.<\/div>\n<\/li>\n - \n
Le Mans car crash<\/div>\n<\/li>\n - \n
Donald Campbell breaks water speed record<\/div>\n<\/li>\n - \n
Ruth Ellis hanged for murder in UK<\/div>\n<\/li>\n - \n
T.Williams play \u201dCat on a hot tin roof\u201d<\/div>\n<\/li>\n - \n
Commercial TV launched, UK<\/div>\n<\/li>\n - \n
Fibre optics invented, UK<\/em><\/div>\n<\/li>\n- \n
Hans Gugelot introduces new Braun design<\/em><\/div>\n<\/li>\n- \n
First McDonalds restaurant, US<\/div>\n<\/li>\n<\/ul>\n 1956<\/strong><\/p>\n\n- \n
Mary Quant opens first shop, UK<\/div>\n<\/li>\n - \n
Atomic Power Station, Calder Hall.UK<\/div>\n<\/li>\n - \n
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