The Southern California Art world is currently a-buzz as galleries and art museums alike mount exhibitions celebrating the art, design and culture of Los Angeles circa 1945-1980. Needless to say this is an event that deeply touches a cord with the Surfing Cowboys. Wayne and I have been gathering up pieces that celebrate this era of Southland art and popular culture for over two decades and our romance of it has always been the driving force behind our brand.
Pacific Standard Time means many things to many people. We applaud LACMA’s exhibit “California Design, 1930-1965: Living in a Modern Way” (October 1, 2011 – March 25, 2012) and encourage everyone to see it as it provides a tremendous overview to the era.
Paul T. Frankl Chair, and other items at "Living In A Modern Way", LACMA
With the perfect balance of Southland understated elegance and flair this exhibit, co-curated by Surfing Cowboys’ friend and customer Bobbye Tigerman, utilizes 11,000 square feet. This exhibit provides an opportunity to see iconic representations of the furniture, textiles, clothing, jewelry, vehicles, toys, ceramics, graphics, crazy innovations, Barbies and surfboards that when complied into one space allow a person to stand back and feel proud.
Evelyn Akerman and Jerome Akerman for ERA Industries, Ellipses mosaic, c.1958
Proud? Yes.
Ok, you want to know why proud.
Richard Neutra Chair from Channel Heights Housing Project, 1941-42
Because, in this town of so many transplants a friction occurred in one short period of time that generated an entirely new form. European immigrants mixed with East Coast and Midwest transplants, and California natives who grew up in the desert, at the surf or in the valley were all working on a new direction. With design ability and personal style they transformed more than the chairs we sit on. They opened the door to alter our manner of interior decoration and our personal style. Because manufacturers took a risk these artists and artisans were commercially endorsed. Manufacturing, distribution and the publicity machine of Hollywood and Madison Avenue was then able to promote this new era.
Opco Company, Ice Gun, c.1935
So when you go to the LACMA show or any of the other exhibits look at more than the art… look deeper. You’ll see the spirit of innovation, of something new and fresh and just maybe, it will inspire you… to be a bit more innovative yourself. It inspires us… to embody the spirit of freedom and adventure in everything we do.
Victor Gruen, Lighting Fixture from Barton's Bonbonniere, San Francisco, c.1952
Edward McKnight Kauffer, American Airlines to California, c.1947
With love from California,
Donna
Find the list of exhibits here: Pacific Standard Time and link to the LACMA show California Design, Living in a Modern Way
