article n art dec

1. The Balance of Grandeur and Utility- Art Deco
Grammarly score: 94
Plagiarism score: 2%
From about 1920 until the 1930s, a plethora of architectural styles emerged, some of which shared several
design characteristics. As the world thrived following World War I, tastes shifted, and the Arts & Crafts
Movement gave way to Art Deco. Most people identify the 1920s and 1930s with luxury, extravagance,
and an increase in entertainment, which contributed to the widespread appeal of this prominent decorative
movement. Because of its superb craftsmanship, lavish decoration, and luxurious materials, the style
became associated with the Roaring Twenties.
Art Deco structures were easily recognisable during the height of the Machine Age. The architects of the
time were highly inventive, seeking to construct new, modern, and distinct structures from previous
revivalist forms. Art Deco was born as a passionate but generally mainstream counterpoint to the more
cerebral Bauhaus and De Stijl aesthetics of the 1920s. Designers of the Art Deco era encouraged scientific
advances, new materials, and automation, attempting to integrate them into the style's overall aesthetic.
Practitioners also absorbed and researched other modernist movements. Fashion, art, homewares, and
architectural forms were all influenced by this short-lived style.
In India
When it comes to the influence of art deco in India, it is concentrated in Mumbai. Bombay's changing
demography resulted in a growth of the educated upper-middle class. It became home to several
communities, each bringing their authentic food, culture, and language to the city and its architectural
legacy and a diverse spectrum of architectural styles. Land reclamation schemes and new residential and
public architecture were needed to meet the demand for further developments. Parallel to the shifting
political context in India and the aspirational aspect of art deco aesthetics, the city's growth embraced this
architecture style wholeheartedly. Most
Despite having the second-highest number of Art Deco buildings globally (after Miami), Art Deco is one
of Mumbai's lesser-known architectural styles. In India, Art Deco evolved into a distinct style known as
Deco-Saracenic. It was essentially a synthesis of Islamic and Hindu architectural forms. The Indo
Saracenic Style was characterised by domes, arches, spires, stained glass, and minarets. The interiors are
Victorian in style, but the exterior is Indian in style.
Art Deco was an enthusiastic but mostly mainstream counterbalance to the more cerebral Bauhaus and De
Stijl aesthetics of the 1920s. As an organisational design idea, all three emphasised clean, powerful lines.
Art Deco designers embraced scientific advancements, new materials, and mechanisation, and strove to
incorporate them into the style's overall appearance. Other modernist movements were also absorbed and
studied by professionals.
The Ideal Home Exhibition
The IIA (Indian Institute of Architects) organised the 'Ideal Home Exhibition' at Town Hall in Mumbai in
November 1937, which was instrumental in spreading the Art Deco trend. The display used modern and
scientifically relevant materials and methods to showcase numerous aspects of a home, including furniture,
interior design elements, radios, and freezers. Indian architects were enthralled by Art Deco's industrial
modernism, which they saw as a way to emulate the west. The exhibits showed the 'ideal,' the 'most

2. modern,' arrangements for various house parts. As a result, the western elites were the first to experiment
with the technologically advanced facets of Art Deco, and architects began the transformation process by
the early 1930s.
Advertisement- Chicago Radio. Source: Times of India, 3rd November 1937Advertisement- Chicago
Radio. Source: Times of India, 3rd November 1937

3. Advertisement- Fazalbhoy Limited. Source: Times of India, 3rd November 1937
Notable Works
Eros Cinema first opened its doors in 1935, establishing its presence at the crossroads of the city. Apart
from the cinema, the construction of this structure on the then newly recovered Back Bay site housing
stores and other businesses took around two and a half years. This building is painted cream and partially
faced with red Agra sandstone, giving it a higher appearance. A central block connects the two wings of
this Art Deco structure. The foyer is made of white and black marble with gold accents. The upper story is
reached via a marble staircase with chromium handrails. The murals portray Indian architecture in neutral
tones.

4. Source: Facebook (Mumbai World Heritage)
The New India Assurance Building's art deco architectural style mixes current art deco elements with
modified classicism, as indicated by the strong vertical ribs of the façade, which give the structure a
massive look and make it appear huge. The Tatas commissioned the structure, which oozes authority in an
attractive manner. The grey concrete reinforced Tata's gloomy and dignified demeanour by emphasising
vertical design, which represents progress. A modern forced air cooling system with centralised ductwork
was included in the design. The facade also features classical Greek and Roman imagery and features.

5. New India Assurance Building; Source: Wikipedia
Though being largely concentrated in Mumbai, Art Deco’s influence can be seen in other major cities of
India like Kolkata, Hyderabad and Chennai.

6. Oriental Insurance Building, George Town, Madras; Source: Instagram (Art Deco Madras)
Art Deco influence in Kerala; Source: Instagram (Art Deco Kerala)

7. A pivot window in West Marredpally, Hyderabad; Source: Instagram (Art Deco Hyderabad)
Being timeless
Art Deco's influence was felt in a wide range of industries. Print, fashion, and architecture were all
included. Art Deco is a style that feels like it belongs to a specific era yet still looks fresh. In the 1920s
and 1930s, the style represented new and futuristic technologies, and it is still associated with ideas of the
future. In terms of dynamic colour palettes, highly saturated tones, and stunning material palettes like
marble and stone that create a sense of drama and wealth, Art Deco has impacted design. Interior design is
also seeing a resurgence of geometric architectural designs. Today's perception of Art Deco is likely to
reflect our future outlook, implying a renewed interest in bold and dramatic interiors to replace the organic
modernism that has dominated for years. Art Deco has changed over the years, but it continues to fascinate
and inspire with its distinct modern sense.

8. References:
https://www.wikiwand.com/en/Architecture_of_Mumbai
https://www.artdecomumbai.com/
https://bombayheritagewalks.blogspot.com/2013/04/eros-cinema-art-deco.html