A Closer Look at America’s Design Transformation

Read Time:3 Minute, 42 Second

MOVIE REVIEW
Modernism, Inc.: The Eliot Noyes Design Story
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Genre: Documentary
Year Released: 2024
Runtime: 1h 19m
Director(s): Jason Andrew Cohn
Where To Watch: opens in New York at IFC Center on July 19, 2024, & Los Angeles at Laemmle’s Royal on August 9

RAVING REVIEW: MODERNISM, INC.: THE ELIOT NOYES DESIGN STORY unfolds with the finesse and precision of the architectural marvels it explores. This captivating documentary charts the life of Eliot Noyes, a man whose designs were as radical as they were foundational in shaping America's corporate and cultural landscapes. His Harvard education under Walter Gropius and his collaborations with corporate behemoths like IBM and Mobil Oil demonstrate how his ethos, "good design is good business," changed the game and became a guiding principle for future generations.

The narrative begins where Noyes's career took shape—the Museum of Modern Art—where he confronted and transformed the prevailing ornate American design norms with his sharp, modernist European sensibilities. His work during this period didn't just shift aesthetic standards; it redefined them, making modernism a household name and paving the way for its principles to permeate everyday life.

Jason Cohn, known for bringing design stories to life, directed the film. The film not only recounts Noyes's professional triumphs but also delves into the more personal dimensions of his life. Interviews with family and colleagues offer a glimpse into the man behind the modernist curtain, enriching the narrative with personal tales that paint a full-bodied portrait of Noyes.

A standout feature of the documentary is its visual storytelling, particularly the portrayal of Noyes's family home in New Canaan, which embodies his design philosophy. This personal space offers viewers an intimate peek into Noyes's creative mind, revealing a man who envisioned and crafted spaces catering to aesthetic pleasures and familial warmth and comfort.

However, the documentary recognizes the complexities of Noyes's career. It boldly addresses the criticisms and the dualities of his professional life, where his industrial achievements occasionally overshadowed his architectural pursuits. This balanced examination contributes significantly to understanding Noyes as a complex, multifaceted figure whose influence was as broad as deep.

The film also captures the spirit of the 1960s and 1970s counterculture, which challenged the foundations of Noyes's modernist ideals. These movements, advocating for sustainability and social responsibility, are depicted as pivotal moments that tested and ultimately showcased Noyes's adaptability and foresight. His ability to engage with these transformative times underscores the timeless relevance of his work.

Accompanied by a wealth of archival material and expert commentary, MODERNISM, INC.: THE ELIOT NOYES DESIGN STORY does more than a document—it contextualizes Noyes's enduring legacy within the broader sweep of 20th-century design innovations. The film makes complex design theories accessible and engaging, ensuring a wide audience appreciates Noyes's contributions.

This documentary is more than just a retrospective of a designer's life; it's a profound exploration of how Eliot Noyes's innovations continue to resonate in modern design practices. It's a tribute to a visionary who not only envisioned the future of design but also laid the groundwork for it, impacting corporate identities and architectural norms across the globe.

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[photo courtesy of FIRST RUN FEATURES, BREAD & BUTTER FILMS]

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