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Sinclair Smith & Company is a multi-disciplinary design studio based in Brooklyn, NY. Our services include strategic consulting, industrial design and interior design.

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Moses the vacuum cleaner

Posted on May 28, 2013 in Advertising, Brooklyn, Product, Research, SS&CO projects

I wrote my master’s thesis on the historical relationship between product design and social class and I really wish I’d found this advertisement in time to have included it. I’ve never seen an historical document spell out in more brutal terms the extent to which product innovation has changed the means and behaviors of menial labor to render the working class more “presentable” and the leisure class more able bodied. Whether they were on their way up or on their way down, families at the beginning of the 20th century who found themselves members of a new middle class were suddenly forced to maintain house and composure simultaneously; and mass produced consumer products filled the gap left by unaffordable servants, creating a huge market saturated by what have come to be known as labor saving devices. I was searching for something else when I found this ad in an early 20th Cent Brooklyn Blue Book here.

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