READING SUMMARY

Robin Schuldenfrei chapter “Consumption Peter Behrens at the AEG and the luxury of technology” describes how Peter Behrens became one of the most important architects and designers in promoting the modernist movement. Working at AEG he brought the idea of modern architecture’s involvement with industry. Merging the idea of luxurious design for industrial purposes paving the way for the development of industrial design as a discipline. Peter’s role in the promotion of modernism runs deeper than the design aspect, but in creating products that were functional but also aesthetically pleasing. To state the idea he had to pay attention to movements and trends happening at that time, paying closer attention to technology, especially electricity, as luxury, in relation to the products and stores he was designing. 

Creating consumer desire was one of the main points that Peter brought with modernism. Peter was very strategic about his products and stores, AEG products were staged in a particular way to feed the consumer desire by invoking luxurious and elusive products. At the end of the nineteenth century, electricity and technology was a privilege. Electricity being a luxurious amenity, Peter took advantage of it and started marketing AEG products as electricity-consuming that were not a necessity, so it was targeted to the most affluent strata of the society. He believes that modern design should be for everyone, but at some point he contradicts himself by making AEG products expensive and limited. 

Peter Behrens work at AEG reflected his ideas that technology in design should be a luxury. Developing the practice of modern architecture in different disciplines and reducing the idea of mass production. Carefully design products for intended audiences, selling few but with more design value. He cultivated a modern allure by creating functional and luxurious products visible to all, but not accessible, shaping the modernist movement.

BUILDING INTERPRETATION

Tailored Coffee is a good example of the modernist movement according to Peter Behrens at AEG. As a small coffee place they needed to attract people to come in and market their coffee as unique and luxurious. They achieved this with some of the details inside. Customers wouldn’t know how good the coffee is without tasting it, so they design the interior to have luxury brands products that can pave the idea of exclusivity of the space. They have certain pieces of known designer brands that everyones knows about but are not accessible to all because the limited pieces are not affordable. They did not have to showcase big pieces or put them outside for people to know. Like the AEG stores the “exclusive” and luxury products were in the back of the store. 

Another good example of the idea of modernity and luxury in technology is the stand of their merch. It is not the first thing that someone sees when entering the space nor is it very eye-catching, but the fact that there are luxury name brand products in the decoration makes you look and relate their merch with the other displayed products. The branding overall is marketed to feel luxurious and innovative. 

Tailored Coffee check-in counter with name brand products and merch in display