The “Art Deco” style
The reproduced image of the GEM packaging lids is typically “Art Deco”.
During the “International Exhibition of Modern Decorative and Industrial Arts”, held in Paris in 1925 this new style, also initially called “Style 1925” , gained importance.
We could define this style more correctly as a “taste” phenomenon about which in fact, not only the decorative arts ….
…. but also the style of interior design ….
… the architecture …
… cars …
…. fashion ….
Ultimately ….in what today is defined as design in all its aspects.
The French sophistication born of the Belle Epoque spread and therefore it was stated in those years in various sectors, from cabinetmaking to fashion accessories.
Paris is then the international center of style, even in the critical years that followed the First World War.
The Art Deco therefore was not born with the Exhibition, but it was developed and evolved in Paris around 1910 by, among others, Paul Poiret, fashion designer with many interests, and was aimed at a comprehensive reform of modern existential aesthetic environment .
The United States adhered , more slowly, to this style, continuing in the thirties, with what is called “Streamlining Modern” ….
…. the architects of which were mainly Loewy, Dreyfuss and Teague.
Paris remained the hub of Art Deco design, with Ruhlmann furniture that renewed the Parisian splendor of cabinetmakig ….
… With the company Süe, with modernistic panels of Eileen Gray, with the wrought iron of Edgar Brandt and metal objects and Dunand lacquers,
with works in glass by René Lalique ….
… with watches and jewelry by Cartier …
… with posters of Cassandre and Sepo.
After World War II, the “Art Deco” phenomenon continued to develop up until the sixties.