As you know by now, I am very fond of the 1930s - 1940s practice of streamlining inanimate objects. The Electrolux Model XXX is a fine example of this. It gets its lines from the fanciful space craft or pioneering Zephyr streamlined trains, as interpreted by Lurelle Guild.

Stylized Space Ship


The S-1 Steam Turbine Locomotive
The S-1 was designed by Raymond Loewy

Lurelle Van Arsdale Guild (1898-1951) was one of the most prolific industrial designers of the 1930s. He studied painting at Syracuse Univerity and began his career doing covers for architectural and decorating magazines. He began work in industrial design in 1927 and became enormously successful, executing more than 1,000 patentable designs in one year. His primary work in the early years was for small item manufactureres such as Kensington or Chase Art metal. His skill lay in his ability to interpret popular themes in his designs. In 1937, he was awarded the contract to design the Model XXX vacuum cleaner for Electrolux, his most significant accomplishment. He also deaigned refrigerators for Norge, cookware for Wear-Ever and washing machines for General Electric. Guild lived in Darien Connecticut in a colonial-era home that he had moved from New Hampshire. His offices were at 545 Fifth Avenue, NYC. He was so well-known that his name and photograph were used to promote products, as shown below.

Lurelle Guild
Even his pencils were famous...

The Electrolux Model XXXis made of the highest quality materials. The front and rear parts are heavy aluminum castings. The top part is actually covered in gray leather. It still runs like a champ and we have its complete attachment set, including: cord, hose, 2 wands, a rug cleaner, a floor brush, a dusting brush, an upholstery cleaner and a "narrow space cleaner".

Attachments for the Model XXX
4th (back) Row: Buffer Pad, Floor Polisher, Polisher Brushes
3rd Row: Wax Sprayer, Atomizer, Moth Sprayer
2nd Row: bare Floor Sweeper, Carpet Tool
Front: Upholstery and Drapery Tool

The machine can be configured to expel (blow out) air as well as impel (suck in). For extra money, you could buy a number of air-powered devices such as a tire inflator, a paint sprayer or a crop sprayer. To tell the truth, I have never seen an Electrolux in the garden.... The "Expel" tools that I own are the Floor polisher, the Wax Sprayer, the Atomizer, and the Moth Sprayer. The floor polisher uses the current of air to turn a tubine. The atomizer blows the air through a moistened sponge. The sprayers work just like their contemporary counterparts.

My favorite is the Floor Polisher which has wonderfully streamlined curves that reminds me of a flying saucer. This, too was designed by Lurelle Guild, although the mechanism inside was designed by Emil Anderson. Of note, the Exterior was patented on May 30, 1950 while the mechanical design was patented on September 9, 1952

 
The Floor Polisher for the Electrolux Model XXX
Mr. Guild received Patent 158,743 on May 30, 1950
Mr. Anderson received Patent 2,609,555 on September 9, 1952
"...an apparatus for polishing, scrubbing and variously otherwise treating surfaces..."
Click here if you want to learn how to get Free Patent Drawings

The intake tools are interesting -- they can be "Flipped" to expose a much smaller intake area, and hence augment the suction force. The bare floor sweeper has a small opening on the top that is very effective in picking up piles of dirt or dust, such as might result from spilled sugar or a broken houseplant. The valve mechanism for shutting one opening and opening another is very intriguing. Clearly, a lot of very ingenious design work went into this system.

This is a true domestic icon. In addition to fantastic lines, it is a mechanical marvel. They literally don't make them like this any more...

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This is an Elgin Cannister vacuum cleaner that dates from the late 1940s. Although it is fundamentally a stationary object, it is in the shape of a jet engine, following the concept that utilitarian objects tend to mirror the frontiers of technology. (Well, I guess you drag it from place to place as you vacuum, but I really don't think air resistance is a factor when you are moving at the speed of housekeeping.) Compare this with the Hoover Model XXX pictured above, whose design inspiration came from streamlined railroad trains.

The Elgin has a superb metal flake finish, something that would be an inspiration to George Barris. We have restored it to full function, but it mainly serves as an art object because I don't want to take a chance on damaging the finish by using it. It sits in front of our fireplace like a faithful dog.

Compare this with the cheaper knock-off in our Workshop.

The Atlas "Cadillac" Vacuum
Made by landers, Frary and Clark

This stylish cannister vacuum is the Universal "Atlas" model. -- The distinctive gold chevron (or "V") is similar to the General Motors trademark for the Cadillac automobile. Hence, this is also called the "Cadillac". The "Universal" line of appliances was made by Landers, Frary and Clark of Connecticut.

 

Hamilton-Beach Canister Vacuum
1941 Ads From LIFE Magazine, (l.) March 24 (r.) November 3

This is an ad for the Hamilton-Beach canister vacuum cleaner. This does most of the same things as the Electrolux. You will note that the price for the cleaner is $59.50 in March (left) while it has risen to $64.00 By November. [$64 in 1941 dollars -- is the same as $1,280 in 2005!] This was a very very big luxury. For that kind of dough, it had better make your life brighter and your work lighter!

Over at Hoover, they weren't taking any chances - they had discounted their model to $48.50. This version of the Hoover was designed by Henry Dreyfuss and this fact is mentioned in Point 8 of the ad. However, in order to get the $48.50 price, you had to trade in your old vacuum cleaner.

Hoover Upright and Canister Vacuum Cleaners
From LIFE Magazine, March 24, 1941

In 1947, Hoover ran a two page spread in LIFE magazine extolling the virtues of BOTH their upright and canister vacuum cleaners.

Hoover Upright and Canister Vacuum Cleaners
From LIFE Magazine, 1947

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