G. A. Berg. Swedish Modernist, Designer and Propagandist. A thesis [.] for the degree of Master of Arts in the History of the Decorative Arts, Design, and Culture.

(BERG, Gustaf Axel) (Jönköping 1891-1971 Uppsala) - Maria Perers

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Limp plastic cover, transparent front. New York, Bard College, 2003. Diss. 4to. 29,7 x 21 cms. [ii] + xvi + 142 + [88] pp. Illustrated. Swedish furniture designer Gustaf Axel Berg was the designer who most actively and broadly promoted Swedish modernism in the 1930s and early 1940s, mirroring the social values and reforms of the Social Democratic vision of an egalitarian welfare society as a "people's home" (folkhemmet). In contrast to his contemporaries, who were professional architects, designers or cabinet-makers, Berg began as a civil engineer and public relations man for Electrolux in London. With an engineer's problem-solving approach, he experimented with ergonomics and the optimal design for seating furniture. His talent for public relations informed his articles and advertisements for a modern lifestyle. He targeted a less exclusive clientele than that of his better-known colleagues in Sweden, the Iuxury-oriented Josef Frank and the craft-driven Carl Malmsten. Seller Inventory # 305290

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Title: G. A. Berg. Swedish Modernist, Designer and ...