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Unveiling the Ultraviolet: “Vita” Glass, Bodies and the Marketing of Material Performance

Unveiling the Ultraviolet: “Vita” Glass, Bodies and the Marketing of Material Performance AbstractIn the mid 1920s, British glass giants Pilkington Bros. and Chance Bros. undertook an unlikely, cooperative project which promised to turn buildings into medical instruments. Through advanced chemistry, their effort compressed hopes for a healthy life into a sheet of purposefully-designed “Vita” Glass. Yet, its visual transparency rendered its health-giving performance opaque. To succeed in creating a disease-free paradise, they launched a groundbreaking campaign to engineer need, which sought to communicate glass not as a thing, but a carrier of therapeutic effects, and shape ideals regarding the relationship between our buildings, bodies and environment. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Architecture and Culture Taylor & Francis

Unveiling the Ultraviolet: “Vita” Glass, Bodies and the Marketing of Material Performance

Architecture and Culture , Volume 3 (3): 21 – Sep 2, 2015

Unveiling the Ultraviolet: “Vita” Glass, Bodies and the Marketing of Material Performance

Architecture and Culture , Volume 3 (3): 21 – Sep 2, 2015

Abstract

AbstractIn the mid 1920s, British glass giants Pilkington Bros. and Chance Bros. undertook an unlikely, cooperative project which promised to turn buildings into medical instruments. Through advanced chemistry, their effort compressed hopes for a healthy life into a sheet of purposefully-designed “Vita” Glass. Yet, its visual transparency rendered its health-giving performance opaque. To succeed in creating a disease-free paradise, they launched a groundbreaking campaign to engineer need, which sought to communicate glass not as a thing, but a carrier of therapeutic effects, and shape ideals regarding the relationship between our buildings, bodies and environment.

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References (47)

Publisher
Taylor & Francis
Copyright
© 2016 Taylor & Francis
ISSN
2050-7836
eISSN
2050-7828
DOI
10.1080/20507828.2015.1082058
Publisher site
See Article on Publisher Site

Abstract

AbstractIn the mid 1920s, British glass giants Pilkington Bros. and Chance Bros. undertook an unlikely, cooperative project which promised to turn buildings into medical instruments. Through advanced chemistry, their effort compressed hopes for a healthy life into a sheet of purposefully-designed “Vita” Glass. Yet, its visual transparency rendered its health-giving performance opaque. To succeed in creating a disease-free paradise, they launched a groundbreaking campaign to engineer need, which sought to communicate glass not as a thing, but a carrier of therapeutic effects, and shape ideals regarding the relationship between our buildings, bodies and environment.

Journal

Architecture and CultureTaylor & Francis

Published: Sep 2, 2015

Keywords: heliotherapy; ultraviolet radiation; glass architecture; modern architecture; advertising

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