AMERICAN DESIGNS Radio Waffle Iron Single Slice Automatic Toaster Midget Radio Ice Crusher the names of many of the leading American industrial designers are known in this country, but here is work from names which have not hitherto received as much notice in this country as those of Teague, Loewy, Bel Geddes. Barnes Reinecke, Chicago industrial designers, are responsible for these varied products. Maximum effect with minimum materialbut the industrial designer's appeal to American manu facturers is not wholly that of economy. For these smooth, uncomplicated shapes catch the eye of the American buyer, as surely as the efficiently designed mechanisms prick his imagination. And if, to European eyes, the ice-crusher is unpleasantly re miniscent of a bomb, it is consoling to think that it is doubtless just as effective. designed for Kadette Radio Corporation, Ann Arbor, Michigan. Position of cone top speaker allows of distribution of sound in all directions. Cabinet is finished in black and presents a finished appearance from all angles. Construction of cone speaker is pur posely strong to permit use as a lifting handle. Material is plastic, allowing a wide variation of colour finishes designed for McGraw Electric Company (Toastmaster Products Division). Operation is automatically con trolled through a thermostat which warns the operator by means of a lighted plastic reflector. Shell is chromium-plated, with trim in brown plastic also designed for McGraw. Redesign lifted sales figures to a new level. The steel shell is chromium- plated base and handles are brown plastic. Toasting of bread is automatic, controlled by a mechanism which pops toast up, simultaneously turns off current for Stewart Warner Company of Chicago. This set was the only radio to win an award in the fourth annual Modern Plastics competition. Recessed coral dials are in vivid contrast to the ivory cabinet. The set fits snugly in a carrying case, complete to the detail of providing a winding arrangement for the plug-in cord for Dazey Co. of St. Louis, Missouri. Ice is inserted at top, adjustment is set for degree of fineness desired, handle is rotated and crushed ice is passed through concealed mechanism to plastic cup. Upper portion is chrome-plated metal, lower part is moulded in plastic. The device is secured with a wall-bracket 153

Commercial Art / Art and Industry en | 1940 | | page 31