Raymond Loewy - Design Conquers Household

The old model of a Sears Roebuck fridge from 1934 was composed of cheap components and garnished with fillets and all kinds of trinket. The Coldspot was susceptible to rust, not exactly a feast for the eyes and gave a rather unstable impression on four thin legs.

According to the maxim of buyer-oriented design only a cure consisting of simplicity and very best quality seemed to help. The experience with perforated aluminium from the car construction was used successfully. Not only costs were lowered by the aluminium, also the model was easier to produce and fascinated from now on by noble optics. Furthermore, functionality was improved: the fastener was so constructed that the fridge could be opened by light elbow pressure.