The chapter, “Consumption Peter Behrens at the AEG and the Luxury of Technology”, explains the important role Peter Behrens plays in the history and development of modernism.  Behrens was able to generate a strong sensation for industry products associated with modernism by designing and displaying them within a luxurious context.  This ultimately contributed to the idea of Kauflust, or in other words an overwhelming consumer desire for his products.

During this period, the idea of industry was very much on the rise with electricity being a large driving force.  Electricity, however, was widely viewed as a privilege to the public eye as it held a strong connotation with luxury.  Peter Behrens used this as an opportunity to connect the buildings and products he designed for AEG to be representative of luxury meant to attract the affluent consumers.  He implemented architectural elements of classic forms and rich materials to evoke the feeling of luxury, combined with newer industrial elements to represent aspects of modernism.

These stores acted not only as sales rooms, but also as places of exhibition, emphasizing the idea of display related architecture.  Behrens wanted to get away from the idea of electrical goods being objects of industry, so he instead utilized certain design techniques to present them as luxury domestic objects.  By creating attractive displays through modern well-designed structures Behrens’s stores played a critical role in creating a market for modern allure.

Towards the end of the chapter, Schuldenfrei makes an argument that while the stores set the context for the objects, the design, and perhaps redesign, of the products themselves represent the context in which they are used.  For example, AEG had Behrens redesign products that tend to be placed in the public realm of the home as these were the luxury electrical goods that visually signal wealth while simultaneously providing modern comfort.  Other items that were more in the private realm of the home were not designed by him as they didn’t have to seem as luxurious.

I think this concept still holds to be true in some ways today with products.  For example, someone may wear what is thought to be more luxurious clothing or jewlery when they are going into the public realm because they want to fit into a certain social status when the clothes they wear in the comfort and privacy of their own home are much simpler.  The same can be true when you have guests in your home.  Some people will get our their “nice” glass ware and dishes in an attempt to again fit a certain social status when in reality they don’t use those products day to day.

Produce display at whole foods market designed to cater to a luxurious shopping experience.

Whole Foods Market is a grocery store that emphasizes the sale of local, organic, and plant-based products.  The design of the store, both on the interior and exterior, makes this very evident.  The exterior is composed of wood panel in bricks to create a simple yet modern feel.  The façade includes expansive floor to ceiling windows, like those used in Behrens designs, to give the outside world a glimpse of their products and attract the alluring consumer.

The interior pays close attention to the product display presenting it in a luxurious context making the store feel like much more than just a grocery store and more like an experience.  Even the products that they offer support the ideas previously mentioned, some being catered towards a more lavish consumer while some remain rather simple in their display.  For example, they offer the same general produce that any other typical grocery store would offer, but something about the display makes it feel more luxurious.