danemodsandy
Well-known member
Now that I have that glorious copy of the 1953 American Kitchens New Kitchen Designs for Living brochure that I've already raved about, I am once again more than a little fascinated by the line, its purpose and its demise.
The thing I'm most struck by looking at the catalog pictures is - the incredible value the line represented to midcentury homeowners. What Raymond Loewy designed was not merely good-looking steel cabinetry - he designed a total DIY kitchen solution.
AK ads make it clear - this was a line that the homeowner could use for their own design, could self-install and could purchase over time, beginning with a basic sink unit and perhaps a few wall cabinets, and then add to the installation as finances permitted. Luxury was not only available - it was sold in a way that made it possible for a disciplined homeowner to have it paid for by the time it was all in place.
Loewy anticipated - and solved - one of the biggest problems DIY kitchen installers face: countertop installation. He made them available on a per-cabinet basis, with stock sizes to fit every base cabinet size made. If continuous countertops were preferred, those were available, too. Prefabricated corner sections made it impossible to goof up the trickiest part of counter installation too much. And if you liked, you could have a solid maple section somewhere in your design for cutting and chopping.
Cabinets were available to meet pretty much any need - bases, wall units, a pantry/utility unit, a serving cart, a breakfast bar, plant shelves and more and more and more.
What I find very interesting in all of this is - this was all so far ahead of its time, we still haven't caught up to it today. Oh, you can buy prefab cabinets anywhere. You can buy flat-pack stuff. Some of it's pretty darn nice. But you have to be fairly skilled to get a really professional-looking installation (particularly countertops), or you have to hire it done. With American Kitchens, the average homeowner capable of handling a bubble level, using a stud-finder, and wielding a screwdriver and an electric drill could install everything without recourse to pros, with the exceptions of plumbing the sink unit, disposer and dishwasher (today's more forgiving plumbing components hadn't been invented yet). And he could easily end up with a professional-looking kitchen, not the sorry "Well, I tried" look of today's klutzier DIY efforts.
I've long believed that in many ways, America was a wiser place at midcentury than it is today. Raymond Loewy's work for American Kitchens feels to me like one of those ways.

The thing I'm most struck by looking at the catalog pictures is - the incredible value the line represented to midcentury homeowners. What Raymond Loewy designed was not merely good-looking steel cabinetry - he designed a total DIY kitchen solution.
AK ads make it clear - this was a line that the homeowner could use for their own design, could self-install and could purchase over time, beginning with a basic sink unit and perhaps a few wall cabinets, and then add to the installation as finances permitted. Luxury was not only available - it was sold in a way that made it possible for a disciplined homeowner to have it paid for by the time it was all in place.
Loewy anticipated - and solved - one of the biggest problems DIY kitchen installers face: countertop installation. He made them available on a per-cabinet basis, with stock sizes to fit every base cabinet size made. If continuous countertops were preferred, those were available, too. Prefabricated corner sections made it impossible to goof up the trickiest part of counter installation too much. And if you liked, you could have a solid maple section somewhere in your design for cutting and chopping.
Cabinets were available to meet pretty much any need - bases, wall units, a pantry/utility unit, a serving cart, a breakfast bar, plant shelves and more and more and more.
What I find very interesting in all of this is - this was all so far ahead of its time, we still haven't caught up to it today. Oh, you can buy prefab cabinets anywhere. You can buy flat-pack stuff. Some of it's pretty darn nice. But you have to be fairly skilled to get a really professional-looking installation (particularly countertops), or you have to hire it done. With American Kitchens, the average homeowner capable of handling a bubble level, using a stud-finder, and wielding a screwdriver and an electric drill could install everything without recourse to pros, with the exceptions of plumbing the sink unit, disposer and dishwasher (today's more forgiving plumbing components hadn't been invented yet). And he could easily end up with a professional-looking kitchen, not the sorry "Well, I tried" look of today's klutzier DIY efforts.
I've long believed that in many ways, America was a wiser place at midcentury than it is today. Raymond Loewy's work for American Kitchens feels to me like one of those ways.
