Cold War Hothouses: Inventing Postwar Culture from Cockpit to Playboy

by Beatriz Colomina (Editor), AnnMarie Brennan, Branden Hookway

Steeped in technological innovation and driven by unprecedented growth, life in America after World War II was transformed in every aspect and at every scale. From the military-industrial complex and suburban sprawl to the ballpoint pen and the TV dinner, the by-products of the Cold War radically altered physical space and human experience. In the half-century that separates these developments from our own time, however, our awe at the advances of postwar society has softened to nostalgia, and our affection for the everyday objects that were left behind has clouded our view of the enormous spatial reorganizations and transformations that took place, Cold War Hothouses casts an eye on this pivotal time in history, when scientists and architects, industrialists and advertisers, invented nothing short of a new American culture.

Genres: History, Architecture

287 pages, Paperback

First published June 1, 2004

About the author

Beatriz Colomina is founding director of the program in Media and Modernity at Princeton University and Professor in the School of Architecture.

She has written extensively on the interrelationships between architecture, art, media, sexuality and health.

Reviews

[Jeff Swystun · Rating 5 out of 5]

A theory suggests that most of humankind's progress is attributed to war. Conflict is a driver of innovation. It prompts a very dangerous race. During the Cold War the most visible example of this was the space race. Yet, there were many others that are well documented and delightfully written about in this book. Creative hothouses are now employed by startups and the advertising industry. The term represents focused efforts where teams solve big problems in intense environments with big stakes.

The authors document many by-products of the war effort and the process of assimilating military logic and tactics into the marketplace. The timing of this was incredible. The post-war WW2 boom in consumerism and capitalism was fertile ground for new product consumption. It was fascinating to learn how society was manipulated by the military industrial complex and how psychological operations were turned into marketing and advertising campaigns.

The parts that covered Alcoa advertising campaigns, the Monsanto House of the Future, and Playboy's impact on men's lifestyle are unbelievable. Plastics and other manufacturing products changed so much and this is brought alive by examining playrooms, toys and furniture. Other topics covered include America's interstate highway system, shopping centers, along with aluminum foil and the king-size bed (and the round rotating one).

I do not know why this book did not receive more attention. It is well written, entertaining and often head scratching but in the right way. It will have you questioning your own purchasing habits and making the linkages of why we buy what we buy from these decades past. It will also have you admire the ingenuity of these inventions. In short, this book will make you think.

[Paul Valembois · Rating 5 out of 5]

Thought provoking essays on aluminum and plastic; the role of play in the work of Charles and Ray Eames, and Buckminster Fuller; the National Park Service; Jack Kerouac; and Hugh Hefner as multimedia architect.

[Elliot · Rating 3 out of 5]

A real mixed bag of articles