27 Dec 2018

1930s Art Deco and Modernism

Streamline Moderne
What is Art Deco?
Do you like cantilevered simplicity or Jazz Age geometrics?
Do you "ooh" every time you drive past The Hoover Factory?
Do you "wow" when you see Senate House?
Do you yearn to live in a house with interiors to rival Eltham Palace?
There is not just one design ideal for this period – we’ve all got a different take it beacuse "Art Deco" has become a catch-all term for the mid20s to pre-WW2; a time of change when architects were keen to move away from the fussy embellishments and drapery of the past.
You might be surprised to learn that he term "Art Deco" was not coined until 1968 by Bevis Hillier when he referred to this period in reference to the International Exhibition of Modern Decorative and Industrial Arts that took place in Paris, 1925. But the term is a bit misleading, especially in regard to architecture, as most of the buildings that carry the tag are lacking in decoration – it's all about simplicity of line with a bit of geometric ornamentation here and there. One could argue that the only style that fits the description is the Egyptian temple revival. However, Art Deco also covers tiled factory façades, temples to industry, Portland stone banks, minimalist shop fronts, ocean liner office blocks and impressive department stores.

Join me on one of my ArtDeco/1930s walking tours to find out more. I have pounded the streets and discovered many unsung gems. These I have collected into a series of "Art Deco era" tours (or should we say, early 20th Century architecture tours?) and I am sure on every walk you will find something that gives you that 'wow' moment. Here's my hand-drawn map of some of my routes:


The map above only shows the central zone – I also offer ArtDeco/1930s tours in City, Shoreditch, Spitalfields, Holloway, Arsenal and Camden. Others almost ready: Angel, Finsbury, St Lukes, Marylebone, Paddington, Victoria, and more. Please see here for more information or subscribe for updates here.

Customer reviews and feedback
"Enjoyed all the 6 Art deco walks I have done so far and opened my eyes to the 30s style of architecture which more varied than I thought. Looking forward to doing more walks in the future.:

And here's a review from my tripAdvisor page about my Art Deco Holloway walk:
My Holloway tour includes the marvellous neon sign shown right. This night-time image and a day time shot of the building are available as cards and prints at various sizes. I've got a lot more images of ArtDeco buildings available in print form inc the Carreras factory at Mornington Crescent and The Carlton Cinema in Essex Rd. See my online shop here. Or contact me to make a purchase in person.