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    In Circulation

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Filed under: Selected purchases with funds provided by Friends Of Thomas J. Watson Library

Current Vitrine Display – Modes of Transport


A selection of books on transportation purchased with funds from the Friends of Thomas J. Watson Library.


Manufacture de voitures et jouets d’enfantsBabyCarriages2
Givors: Établissements Guy, 1934

Lyonnaise manufacturer Établissements Guy advertised their distinctive Art Deco inspired tubular steel prams and strollers in this striking catalog, which features product illustrations and photographic reproductions of company factory operations.


Fiat (Firm)
Le Train Royal
Genova: Barabino & Graeve, 1929



Fiat Ferroviaria, railway division of the noted Italian auto manufacturer, won the 1925 competition to design a special train for the Italian royal family. This commemorative item celebrates both the train’s launch and the work of supervising designer Giulio Casanova. Photographic illustrations throughout showcase the elaborate detailing of the train interiors, including a special car for the Queen and overall decoration based on heraldic symbolism from the House of Savoy. Shown: dining car.



The New Franklin Airman Limited
Franklin Automobile Company, 1928

This colorful catalog from the Franklin Automobile Company (1902-1934) advertises the Series 12B “Airman Limited” luxury line of cars, designed by Raymond A. Dietrich. Franklin was the first automobile company to develop an air-cooled engine. The Watercolor renderings emphasize the vehicles’ sumptuous interiors and highlight appealing attributes, directed toward an upscale clientele.


Cabines en acier de paquebotsAcierCabin
Paris: Publié par l’Office technique pour l’utilisation de l’acier, 1935

Showcasing the work of noted French designers including Robert Mallet-Stevens, Ateliers Jean Prouvé, Pierre Chareau and René Herbst, this publication emphasizes the use of steel furniture and wall partitions for ocean liners. Also featuring photography by Henri Lacheroy (1884–1960), Acier is accented by vibrant watercolors of streamlined interior spaces, some of which feature Louis Vuitton suitcases with the company’s signature monogram design. Shown: Third class cabin designed by Robert Mallet-Stevens.




Compagnie générale transatlantique
Paquebot “Antilles”
Paris: Compagnie générale transatlantique, 1961

Lloyd Express: Bremen, Europa, Columbus
Norddeutscher Lloyd Bremen, 1925

Cruise ship brochure bindings, particularly during the Art Deco period, are often whimsical, colorful, and as evidenced by these two bindings, utilize a range of techniques from illustrative to embossed covers. The brochure at left features the Antilles cruise ship which debuted in 1953 and entered cruise service in the West Indies in the 1960s. This lively foldout advertisement features Ektachrome snapshots of interior spaces and an axonometric drawing of the ship with cutaway sections that reveal onboard amenities such as an automobile garage and swimming pools.


LloydExpress-2The advertising booklet for Norddeutscher Lloyd (right) describes the high-speed ocean vessels Bremen, Europa and Columbus. Launched in the 1920s, the three ships marked a departure for the Bremen-based shipping company, both in terms of lavish art deco design and onboard comforts.