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Through the Healing Glass - Shaping the Modern Body through Glass Architecture, 1925-35 (Hardcover)
Loot Price: R4,663
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Through the Healing Glass - Shaping the Modern Body through Glass Architecture, 1925-35 (Hardcover)
Series: Routledge Research in Architecture
Expected to ship within 12 - 17 working days
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In the mid-1920s a physiologist, a glass chemist, and a zoo
embarked on a project which promised to turn buildings into medical
instruments. The advanced chemistry of "Vita" Glass mobilised
theories of light and medicine, health practices and glassmaking
technology to compress an entire epoch's hopes for a healthy life
into a glass sheet - yet it did so invisibly. To communicate its
advantage, Pilkington Bros. spared no expense as they launched the
most costly and sophisticated marketing campaign in their history.
Engineering need for "Vita" Glass employed leading-edge market
research, evocative photography and vanguard techniques of
advertising psychology, accompanied by the claim: "Let in the
Health Rays of Daylight Permanently through "Vita" Glass Windows."
This is the story of how, despite the best efforts of two glass
companies, the leading marketing firm of the day, and the opinions
of leading medical minds, "Vita" Glass failed. However, it
epitomised an age of lightness and airiness, sleeping porches, flat
roofs and ribbon windows. Moreover, through its remarkable print
advertising, it strove to shape the ideal relationship between our
buildings and our bodies.
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