Coca-Cola Building

Definition

The Coca-Cola Building is an iconic example of Streamline Moderne architecture, characterized by its smooth lines, curved forms, and emphasis on horizontal elements. This building reflects the spirit of the 1930s, showcasing a sleek and modern design that symbolizes the cultural and industrial aspirations of the time.

5 Must Know Facts For Your Next Test

1. The Coca-Cola Building was designed by architect Earl W. Morris and completed in 1939 in Atlanta, Georgia.
2. It features a distinctive glass-and-steel façade that highlights the brand's modern image and innovative spirit.
3. The building's design incorporates elements such as rounded corners and horizontal banding, typical of Streamline Moderne style.
4. The Coca-Cola logo is prominently displayed on the building, reinforcing the company's identity and branding.
5. As a part of Atlanta's skyline, the Coca-Cola Building stands as a landmark representing both the city's growth during the 20th century and the global impact of the Coca-Cola brand.

Review Questions

• How does the Coca-Cola Building exemplify the principles of Streamline Moderne architecture?
  • The Coca-Cola Building exemplifies Streamline Moderne architecture through its use of smooth lines, rounded corners, and an overall emphasis on horizontal forms. Its sleek glass-and-steel façade not only reflects the aesthetic of modernity but also conveys a sense of speed and efficiency, which were key ideals during the 1930s. The building's design integrates functional elements with stylistic features that resonate with the era's architectural trends.
• In what ways does the Coca-Cola Building reflect the cultural and industrial aspirations of its time?
  • The Coca-Cola Building reflects the cultural and industrial aspirations of its time by embodying a modernist vision that aligns with the optimism of the late 1930s. The architectural style symbolizes progress and innovation, mirroring the rapid growth of industries like beverage manufacturing. Its prominent branding not only highlights Coca-Cola's role in American culture but also serves as a testament to consumerism during this period.
• Evaluate how the design features of the Coca-Cola Building relate to broader movements in architecture such as Modernism and Art Deco.
  • The design features of the Coca-Cola Building are closely related to broader movements in architecture like Modernism and Art Deco through their shared emphasis on form, materiality, and stylistic innovation. The building's sleek lines and curvilinear shapes align with Modernist ideals of rejecting historical styles while promoting functionality. Simultaneously, it draws on Art Deco's bold geometric forms and decorative aspects, creating a hybrid that captures the essence of both movements while marking a significant moment in architectural history.

Related terms

Streamline Moderne: A late type of Art Deco architecture that emerged in the 1930s, emphasizing curvilinear forms, streamlined shapes, and an overall aesthetic that suggests speed and efficiency.

Art Deco: An influential visual arts style that emerged in the 1920s and 1930s, characterized by bold geometric shapes, vibrant colors, and luxurious materials.

Modernism: A broad cultural movement that arose in the late 19th and early 20th centuries, emphasizing new ideas in art, architecture, and design that reflect contemporary life and reject traditional forms.