l

Architectural Forum/ the magazine of building /Aprii 1957

5 News

39 Projects

45 Trends

93 Letters

103 People

171 Products

191 Books

203 Excerpts

Cover: Design by Ray Komai

based on New York State's capita! buildings-old and new (see p, 136)

107 Editoria!, subscription and advertising data

270 Advertisìng index

VOLUME 106, NUMBER 4

Published monthly by Time Inc.,

9 Rockefeller Plaza, New York 20, N .Y. Entered as second-class matter at New York, N.Y.

Subscription price $5.50 a year

© 1957 Time Inc. Ali rights reserved

under Inter national and P an American copyright convention;

..... ·. . . . ••

. . .. :

107 U se.d archi tecture-an edi torial , : . ~

"The only effective repository of the art of fine building is a standing one." Why and how we should preserve selected masterpieces- such as the Robie House, now endangered.

no Tower with a front yard What is the value of a little open space in a crowded downtown district? For the Chase Manhattan building i t led to wide-span · construction, 6% more desks per fioor and a better view of a handsome façade.

116 Forgotten pioneering After 50 years, two Singer buildings, one of them long neglected and the other quite forgotten, turn up some stimulating ideas in glass fronts, curtain walls, city zoning for height-and even ornament.

122 An inviting space for culture A small city library pays joyful respect to many of civilization's treasures­including the art of architecture.

126 Our confused housing program Twenty-five-years old and crippled by contradictions, today's federai hous­ing policy cannot serve today's cities. The whole problem is badly in need of re-examination.

130 Buildings in brief-stores A collection of 12 new buildings which add some new ideas to the archi­tecture of merchandising.

136 Lessons in campus planning Schools do i t, shopping centers do i t, factòries do i t; no w the N e w York State Capito! is doing it-and in a way that is bound to infiuence stili others.

142 Corbu in India A gallery of color photographs of the fresh and powerful architecture planted by the great French-Swiss architect on the burning plains of India.

148 Land III: leisure's lush acres What the great land boom has done to resort and retirement land. Third in a series.

152 A . buried treasury A religious museum, medieval in mood, modern in concept.

156 Technology The case of the overweight skeleton-why tomorro·w's buildings will weigh less and cost less. . . . The· balloon becomes a highly practical building for many purposes. . . . Brief accounts of recent engineering developments.

265 Abroad A continuing review of international building.

272 Footnote A new and not-very-serious department dedicated to the lighter side of building-a one-shot picture essay.

Ad Index

A d or Sales, In c . .. . .. . .... . .............. 76, 77 B oylhart, L ovett &; D ean, I nc.

Ad vane e Transformer Co. . . . . . . . . . . . . . . . . . . 209 E?tnel Advertis ing, Inc.

Allegheny.Ludlum Steel Corp. . . . .... 56 W . S. Walker Advertis ing, l nc.

Allied Chemical & Dye Corporation (Barrett Division) ..•..... . ............. 106 M cCann-Erickson, Inc.

Altee Lansing Corp . ........... . ........... 174 Dan B. M i ner Co., I nc.

Alumiline Corp., The . . . . . . . . . . . . . . . . . . . . . . 16 lnternational AdvertiseTs

American B lltrite Rubber Co. Amtico Flooring Div. . . . .. . . .. . ...... ... . 89 Al Pau! Lefton Co., Inc.

American Blower Corp. Div. American-Stanuard . . . . . . . . . . . . . 258 B r ooke, Smi th, French & D on·ance, 1nc.

American Brass Co. . . . . . . . . . . . . . . . . . . . . . . . . 269 K enyon &; Eckhardt, I nc.

American Bridge Division (United States Steel Corp.) .. ..... . ... .. . 29 Batten, B arton, Durstine &; Osborn, Inc.

American Hardware Corp. (P. & F . Corbin) .. . .. . .. ... .... . . . ..... .. 241 Noyes &; Company, Advertis·ing

American La un dry Machinery l. o. . . . . . . . . . 208 Farson, H uff &; Northlich, I nc.

American-Olean Tile Company ...... . ..... 237 ATndt, P reston, Chapin, Lamb &; Keen, lnc.

American Sisalkraft Corp. . . . . . . . . . . . . . . . . • 192 SutheTland-A bbott

American-Standard ........ ... ...... .. . 210, 211 Batten, BaTton, D urstine &; Osborn, I nc.

American Window Glass Company . . . . . . . . 31 W . S. Walker Advertising, l nc.

Anemostat Corp. of America . ....... . . . . . .. 170 Michel-Cather, lnc.

Apsco Products, Inc. . .. .. .. . .. . .. . . . . . . . . . . 169 Julian R . B esel &; Associates

Armco Drainage & Metal Products, Inc . . . 240 N . W . Ayer &; Son, I nc.

Barber-Colman Company ... .. ............ 175 Howard H . Monk &; Associates, I nc.

Barrett Division (Allied Chemical & Dye Corporation) . .. 106 McCann-ETickson, Inc.

Bastian-Blessing Co., The . .. . ..... . .. ... .. 201 Wi!liam H aTt Adler, l nc.

Bendix Molding . . . . . . . . . . . . . . . . . . . . . . . . . . 259 Elliott Ogden Co.

Benjamin Electric Mfg. Co.. . . . . . . . . . . . . . . . 99 Hanson & Stevens, Jnc.

Bestwall-Certain-Teed Saies Corp. . . . . . . . . 28 Gray di R ogers

Bilco Company, The .. .. ........... .. ..... . 67 Ormsbee Associates

Bllckman, Inc., S.. .. .. .. .. .. .. . . .. .. .. .. .. .. 27 Hicks di Greist, Inc.

Blue Ridge Glass Corporation .. 196, A, B , C, D Fuller &; Smith & Ross, lnc.

Bogen Co., Inc., David .. ... . ..... .. . . . ... . . 100 Friend-Reiss Advertisi ng

Bradley Washfon:1tain Co. .. . . . . . . . . . . . . . . . 194 Kirkgasser-Drew Advertising

Brown Company . . . . . . . . . • . . . . . . . . . . . . . . . . 68 J. M. Mathes, I nc.

Bruning .Co., Inc., Charles . .. . . ............ 212 H. W . K astor &; Sons Adv. Co., Inc.

Bulldog Electric Products Co •.....•..... .. 193 MacManus, J ohn &; Adams, lnc.

ByGr':Y ~o~!u~~~: i,;c: . . . . . . . . . . . . . . . . . . . . 48

()arpet Institute, Inc. . . . . . . . . . . . . . . . . . . . . . 227 Morey, H umm di Warwick, Inc.

Carrier Corp. . .. .. .. . .. .. .. .. .. .. .. .. .. . . . 260 N. ·W . Ayer di Son, l nc.

Carrollton Mfg. Co.. . . . . . . . . . . . . . . . . . . . . . . . 66 Grant, Schwenck &; Baker, I nc.

Ceco Steel Products Corp . . ... .... ..... 166, 167 Charles O. Puffer Company

cel.f~~Fa~?~J, ?v~iici~a· :i ·a~:·· ·· · · ····· · · 30

Chandler Mfg. Co. . . .. .. . . .. .. .. . . . . . . .. . . . 94 Callaway Associates, Inc.

Clow & Sons, James B .. . .. . ... . . .. .. . . . ... 178 Henry M. Hempstead Co.

Concrete Reinforcing Steel Institute . . . . . . 49 The Fensholt Advertising Agency

Congoleum-Nairn, Inc • ..... .:; • ......... èover IV Dancer-Fitzgerald-Samplé", Inc.

Contrex Company .. .. .. .. .. .... .. ... :: .. . . 13 Parsons, Friedmann &; Centra! A4v. Agency

Corbin, P . & P. (American Hardware Corp.) : • . ........ . . 241 Noyes &; Company, Advertising

Crucible Stee1. Co .. .. . . .. , . . . . . .. •. . . . . . . . . . . 213 G. M . B astord Co. · · ··

navidson Enamel Products, Inc . . .. ... ... 74, 75 The L ee Donnelley Co.

D ay-Brite Lighting, Inc .. ......... . .... 218, 219 Gardner Advert ising Co.

Douglas Pir Plywood Assn .. . . .. . ...... 182, 183 The Con don Co.

D ow Chemical Company ................... 200 MacManus, J ohn & Adams, l nc.

Duo-Bed Corp. . . . . . . . . . . . . . . . . • . . . . . . . . . . . 38 J erry N ovorr

Duriron Company . . . . . . . . . . . . . . . . . . . . . . . . . 88 K i r cher, H elton &; Collett, I nc.

Dur-0-Wal . . ...... ... .. ........ .. .... .... . 169 Ambro A dvertising Agency

Economy Engineering Co.. . . . . . . . . . . . . . . . . 64 Kreic.k er &; M el oan, I n c.

Eljer Division (The Murray Corp. of America) .. ..... 14, 15 Ross Roy, Inc.

Erie Enameling Co.. .. .. .. .. .. .. .. .. .. .. .. . 231 Downey Industria! Advert i sing, I n c.

Facing Tile Institute . . .. .. .. . . . . . . . . . . .. .. 91 Wildrick di Miller , I n c.

Fairhurst Co:~ In~., John T .. ..... .. ..... . . ro3 J . C. Bull, 1nc. ,

Fenestra Incorporated .... 185, 186, 187, 188, 189 Fuller &; Smith &; Ross, Inc.

Piat Metai Mfg. Co. . . .. .. . .. .. . . . .. . . . . .. . 97 Robert Chri stophe?· Agen cy, Inc.

Plynn Mfg. Co.\ Michael. ... . .... . . . ....... 238 Kenyon &; Ectehardt, Inc.

Qallaher Company, Inc ... ... . ......... ... . 203 Ayres, Swanson and Associates, l nc.

Garden City Plating & Mfg. Co .. . . ... ..... 250 Bernard J . Hahn

Generai Electric Co.. . • . .. . . . . . . .. . . . .. . . . . . 24 Ruthrauff &; Ryan, I n c.

Generai Gas Light Co.. .. .. .. . .. . . . .. . . . . . . 204 Crescent Advertising Service

Generai Tire & Rubber Co • . ... . . . ...... . .. 224 D' Arcy Advertising Co.

Goodrich Chemical Co., The B. F . .... . . . .. 207 The Griswold-Eshleman Co.

Goodrich Co., The B. F. (Industriai Products Div.) . . . ........ . . .. 51 The Griswold-Eshleman Co.

Governair Corporation .. . ......•• .. ....... 251 J. Stewart B el! Advertising

Granco Steel Products Co . .. •.... .. . . . .. . . 54D Gardner Adverti sing Co.

Graybar Electric Co., In c.. . . . . . . . . . . . . . . . . 32 G. M . Basford Co.

Guth Co., Edwin F. . . . . . . . . . . . . . . . . . . . . . . . 52 Batz-Hodgson-Neuwoehner Adv . Agcy.

Haertel & Co., W. J ... .. . .... . ..... . .... . 58, 59 Campbell-Santord Advertisi.n g

Hardwood Plywood Institute .. ...... . .. . 42, 43 W i lliam Hart Adler , I nc.

Hauserman Company1 E. F . . ...... . . Cover III Meldrum &; Fewsm•th, Inc.

Haws Drinking Faucet Co. . . . . . . . . . . . . . . . . 198 P acific Advertising Staff

Hendrick Manufa.cturing Company ..... . .. 249 G. M. Bastord Co.

Hexcel Products Co.. . . . . . . . . . . . . . . . . . . . . . . 102 P eter H urst Adverti sing, Inc.

Hillyard Chemical Company . . . . . . . . . . . . . . . 84 Phi!lips-R~;ick-Fardon Advertising

Holcomb & Hoke Mfg. Co., Inc .... . .... . .. 179 Keeling &; Co., Inc.

Hubbell, Inc., Harvey .. . .............. 173 Peck-Adams I nc.

Ingram-Richardson Mfg. Co . . . ......... . . . 260 D owning I ndustria! Advertising, Inc.

Inland Steel Products Co. . . . . . . . . . . . . . . . . . 8 Hoffman &; York, I nc.

Insulrock Co. (Div. of the Flintkote Co.) . .. . . ... .. . ... 184 Fred Gardner Company, I n c.

International Molded Plastica, Inc. . . . . . . . 66 P enn &; Hamaker, Inc.

Jenkins Brothers . . . .. .... . .. ...... ... ·. . . . 70 Darre ll Prutzman Associ ates

Johns-Manville Corporation . . . . . . . . . . . . . . 69 J. Walter Thompson Company

Johnson Service Co .... .. . .... . . . . . . .... 222, 223 St. Georges &; Keyes, Inc.

. i ~

Karagheusian, Inc., _A. & M .. . .. ... ... . . . . 163 Fuller &; Smi th &; R oss, Inc.

Kawneer Co., The . . . .... ... . .. .... . ..... . 82, 83 Fuller &; Smith &; Ross, Inc.

Kentile, Inc . .. ,." ...... , .... ...... ...... ... 20 Benton di Bowles, Inc. ·

Keystone Steel & W ire Co . . .. . .. . . . .. . . . 78, 79 Fuller &; Smi th &; Ross, Inc.

Kliegl Brothers . ..... . . . . -. . . . . . . . . . . . . . . . . 253 Rea, Fuller di Co., Inc.

ltalic line indicates adve1·tising agency

Lerch .& Associates, Charles W .. .......... 253 Oren A r bogus t Com pan y

Lexsuco Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • 50 The Griswold-Eshleman Co.

L ibbey.Owens-Ford Glass Co . . .. 18, 19, 54, B , C F u ller & Smith &; R oss, lnc.

Lightolier, Inc . ...... . . . . . ....... . . . . . . . . .• 195 Altred A uerbach Associates

Litecontrol . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • . 57 Su therland-Abbott

Lone Star Cement Corp •.. . .... . ... . . . ..... 109 D onahue &; Coe, I nc.

Louisville Cement Co. . .. . .. . .... . ... . .... 248 Doe-Anderson Adv ertisin g

M acomber, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 A gency-D irect

Mahon Company, ~he R. C . ..... 86 87, 104, 228 Anderson l ncorporated

Maintenance, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . 100 Palm &; P atterson, Inc.

Marley Co., The . .. . . .. . . . . . . . .. . . . . . . . .. .. 251 Valentine-Radford

Marlo Coil Company . . . . . . . . . . . . . . . . . . . . . . . 271 Batz-Hodgson-Neuwoelmer

Adverti sing Agency

Marmet Corp. , The .- . . . . .... . ........ .. . .. . 169 P aulson-Gerlach &; Associates, Inc.

Mastic Tile Corporation of America (Wright Mfg. Co. Division) . . . . . . . . . . . . . 268 S. R. Leon Uompany, Inc.

McCleery & Weston, Ltd .... ..... . ......... 259 Pacific National Advertising Agency

McLouth Steel Corporation . . . . . . . . . . . . . . . . 233 D enman &; Baker, I nc.

McPhilben Lighting Co., Inc .. ............. 246 Marshall &; Coch, I n c.

Meadows, Inc., W . R .. ............. .. .... .. 172 Connor Associ ates, I n c.

Met-L-Wood ............. . ........ .. ...... 96 Armstrong Adverti sing Agency

Michaels Art Bronze Co., In c., The . . . . . . . . 10 Jaap-Orr Company

Miller Manufacturing Co., Frank B .. ...... 176 Barnes-Chase Company

Milis Company, The ...... ...... ........... 11 Meermans, Inc.

Minneapolis-Honeywell Regulator Co .. . 262, 263 Foote, Cone &; Belding

Minnesota Mining & Mfg. Co. . . . . . . . . . . . . . 196 MacManus, John &; Adams, I nc.

Modine Mfg. Co ... .......... . ... . .......... 226 Klau-Van P ietersom-Dunlap Assoc.

Mondial Trading Corp.. . . . . . . . . . . .. . . . . . . . 46 Pace Adverti sing Agency, I nc.

Mo-Sai Associates . . . • . . . . . . . . . . . . . . . . . . . . 44 David ·w. E v ans &; Associates

National Gypsum Company .... . ... . ... 53, 54A Batten, Bar ton, Durstine &; Osborn, Inc.

Naugatuck Chemicai Div. (U. S. Rubber Co.) ...................... . 217 Fletcher D . R ichards, Inc.

New Castle Products, Inc •............ . .. . . 214 Batten, Barton, Durstine &; Osborn, Inc.

Norman Products Co . . .... .... ............. 229 K elly and Lamb Advertising Agency

Norton Company .... . ..• . .. . ..... . ....... 236 John W. Odli n Company, Inc.

Norton Door Closer Co.. ................... 80 Ruthrauff di Ryan, Inc.

Qlin Mathieson Chemical Corp. . . . . . . . . . . . . 181 Fuller di Smith & Ross, Inc.

Otis Elevator Company . . . . . . . .. . . . . . .. .. . . 92 G. M. Basford Co.

perlite Institute .. .. .. . .. . . . . . . . .. . . .. .. . . 98 Asher, Godtrey &; Franklin, Inc.

Phelps-Dodge Copper Products Corp.. . . . . 25 Compton Adverti sinu, Inc.

Pittsburgh Corning Corporation ..... 81, 256,257 Ketchum, MacLeod di Grove, Inc.

Pittsburgh Plate Glass Co .. . . .... . ... 1 •. . 72, 73 Batten, B arton, Durstine &; Osborn, lnc.

Pomeroy Co., s. H " . . . . . . . . . . . . . . . . . . . . . . . 235 O. Thomson Agency

Portland Cement Association . . . . . . . . . . . . . 197 Roche, Williams di Cleary, Inc.

Prosperity Company, Inc., The .. .. . . . . . ... 221 Barlow Advertising Agency, Inc.

Ramset Fastening_ System (Olin Mathieson Chemical Corp.) . . .. . . 181

Fuller &; Smith &; Ross, l nc. Raynor Mfg. Co.. . . . . . . . • . . . . . . . . . . . . . . . . . . 21

Shoat Advertising Agency Reliance Steel Products Co. . . . . . . . . . . . . . . . 95

Friedman di R ·ich, Inc. B.epublic Steel Corp ..... ... . ..... . .... . .. 22, 23

Meldrum &; Fewsmith, I nc. Re solite Corp. .. . .... .......... . . . ... ... . 62, 63

Dan W. Frye Advertising

Beynolds l!lletals Co • . ... .............. 242, 243 Buchanan &i Company, I nc.

B~i;ftt lliiJfve~fisin"n: ·i ne: · · · · · · · · · · · · · · · · · · 180

Bichmond Plumbing Fixtures Div. (Bheem Manufacturing Co.) . . . . .... Cover II B uchanan & Company, I nc.

Bilco Laminated Products, Inc. . . . . . . . . . . . . 54 E. T . H o!mgren, I nc.

Bixson Company, Oscar C. . . . . . . . . . . . . . . . . 85 Edwin E. Geiger

Bobbins Flooring Co •.. . . . . . ....... .. . . .... 232 Van Stee, Schmidt &i Setton

Bobertson Company, H. S: .. . ... ...... .. 93, 255 Bond &i Starr, Inc.

Bscf~3:ve~fr9" iid,:éU,Sè · · · · · · · · · · · · · · · · · · · · 191

Boddis Plywood Corp .. ............ . ..... 60, 61 J . Wa!ter Thompson Company

Bolscreen Company, The .. .. ......... . .. .. 216 The L . W. Ramsey Advertising Agency

Botary Lift Company . . . . . .. . . . . . . . .. . . . . . 2, 3 Greenhaw &i R ush, Inc.

Bowe Mfg. Co . .. ... ................ ... .. ... 190 Rogers &i Smith

Buberoid Com:pany, The . . . . . . . . . . . . . . . . . . . 26 F u ller &i Smtth &i Ross, Inc.

Bust-Oleum Corporation . .. .... . . . . . . ..... 264 O'Grady-Andersen-Gray, Inc.

gchieber Sales Company .. .. ..... .. ....... . B urke Bart!ett Co., I nc.

249

Schlage Lock Company .............. .... . . Bo!and Associates

165

Shepard Warner Jllevator Co., The ... .... . Baer, K emb!e & Spicer, I nc.

215

Shwa.yder Brothers, Inc •....... ....... . . ... Grey Advertising Agency, I nc.

225

Simplex Ceiling Corp. ... . ...... .. ... . .. . .. . The F ischer Co.

105

Simpson Logpng Company ......... ... 244, 245 Me>·chandismg Factors, I nc.

Sloa.n Valve Company ..... . .. .'. . .......... 4 Reincke, Meyer & Finn, I nc.

Smithcraft Li~hting Division .. .. . ... .. . . 34, 35 Parsons, Fr.edmann & Centra!

Sonoco Products Co.. .. .. .. . .. .. .. .. .. .. .. . 94 Bennett-Advertising, Inc.

Sta.nley Works, The . ............... . .. . .. . 239 Hugh H . Graham & A ssociates, Inc.

Sta.rk Ceramica, Inc.. .. . .. .. .. . .. .. .. .. . .. . 71 Be!den &i Frenz, Inc.

Steelcraft l!llfg. Co. .... .. .................. 65 Farson, Huff & North!ich, I nc.

Steel Joist Institute ............. . ..... .. .. 252 Batz-Hodgson-Neuwoehner Adv. Agcy.

Stran-Steel Corporation . . . . . . . . . . . . . . . . . . . 33 Campbell-Ewald Co.

Todd Shipya.rds Corp.. . .. .. . . . . . . . . . . . .. . . 249 Wende!l P . Co!ton Co.

Tremco l!lla.nufacturing Co., The . . . . . . . . . . . 12 The Henry P . Boynton Adv. Agcy., Inc.

Tyler Befrigeration Corporation. . . . . . . . . . . 234 Jones & Tay!or & Associates

Typhoon Air Conditioning Co., Inc •. . . . . . . 220 The Z!owe Company

Union Pacific B. B .. .............. . ... . . .. 177 The Cap!es Company ·

United States Ceramic Tile Co. . . . . . . . . . . . . 37 The Griswold-Eshleman Co.

United States Plywood Corp.. . . . . . . . . . . . . . 17 Kenyon & Eckhardt, Inc.

U. S. Bubber Co. (Na.uga.tuck Chemical Div.) ... .. .... .. .. . 217 Fletcher D. Richards, I nc.

United States Stee1 Corp. (America.n Bridge Div.) ........... ... ... 29 Batten, Barton, D urstine & Osborn, Inc.

United Steel Fabrica.tors1 Inc ... ...... .. ... 205 Downing Industria! Aavertising, Inc.

Universal Atlas Cement Co. . . . . . . . . . . . . . . . . 261 Batten, Barton, Durstine &i Osborn, Inc.

Uvalde Bock ASiphalt Co .. . . ... . ... . . ... ·. . . 55 Glenn Advertisi ng, Inc.

van Ba,nge Co., The John .. ... . . .......... 230 Associated Advertising Agency Inc.

Vista Furniture Co. . . . . . . . . . . . . . . . . . . . . . . . 50 Barnes Chase Company

Vulcan Badia.tor Co.. . .. . .. . .. . . . . . . . .. . . . . 101 Patricel!i & Davis

w are La.bora.tories, Inc . . . ................ 199 August Dorr Advertising, Inc.

W asco Products, Inc .. .. ..........•. ..... .. 247 Harold Cabot & Co., Inc.

Westinghouse Jllectric Corp.. . . . • • . . . . . . . . . 90 Fuller & Smith & Ross, Inc.

Weyerhaeuser Sales Co • ........ . .. . . . ... .. 202 The Alfred Colle Company

Wheeling Corrugating Co.. . . . . . . . . . . . . . . . . 168 Cunningham & Walsh, Inc.

Wright Mfg. Co. (Div. of l!lla.stic Tile Corp. of Americ;~.) .. 268 S. ·R. L eon Company, Inc.