Modernism, Inc.

By Dan on July 15, 2024

Opening in New York this week at IFC Center, Modernism, Inc. is a new documentary about architect Eliot Noyes, a pioneer of modern corporate design during America's post-war economic boom.

Director Jason Cohn (also co-director of Eames: The Architect and the Painter) recently discussed Noyes and his legacy with Steven Heller for PRINT:

Eliot Noyes started out as a disciple of Walter Gropius and the Bauhaus, which was a specific flavor of Modernism that developed in Europe between the wars. There was a kind of idealism—a social reform aspect—to it. Modern design promised to improve people's lives in tangible ways by making high-quality goods and housing affordable for everyone. Once Modernism became installed in America after WWII, however, it lost a lot of that idealism. It was adopted by multinational corporations like IBM and it became the preferred architectural style of the super-rich. I don't think Eliot Noyes was consciously trying to make this happen, but he was probably as central to this evolution as anyone. I try to let viewers make up their own minds about whether Eliot Noyes made the world better or worse as a result of the work he did in corporate design, but I hope they at least think about what might have happened if Modernism maintained the more independent spirit that it had before if became "Modernism, Inc."