Tag Archives: Cincinnati Union Terminal

Driving For Deco 2024 – A Look Back on Where We’ve Been: Part One – Netherland Plaza

Cincinnati

Vintage Cincinnati postcard.

Vintage Cincinnati postcard from hippostcard.com.

The bi-annual New York Pier Antique Show was an event that Chris and I always looked forward to. We attended our last on in November, 2015. But due to increasing rental fees, the shows were discontinued in New York City soon thereafter.

November, 2015 – Chris heading to Pier 94 for our last Pier Antique Show. The interior of the pier as set up for the show.

Since then, we have traveled other places for similar shows. In 2019 we went to the DC Big Flea. And our friend Meg and I (Chris was in Vegas for a nephew’s birthday) attended the DC Modernism Show in 2022.

Last February, to kick off our 2024 Driving for Deco, Chris and I drove down to Cincinnati. Both to meet up with our friend Suzanne, and for the 20th Century Cincinnati Vintage Modern Expo. And for this trip, we decided to make it full out Art Deco. Starting by staying at the Hilton Netherland Plaza Hotel, and a planned tour of Union Terminal. Finally, stopping at the Xavier University Alumni Center on our way back home.

This was also the inaugural journey for our newest Freakin’ Tiquen mobile, Tachi (short for pistachio)!

Tachi ready to go on her first long road trip.

Ready to test Tachi on her first long road trip.

On the road to Cincinnati.

On the road to Cincinnati.

Passing through Columbus, Ohio we drove by the LeVeque Tower. Originally built as the American Insurance Union Citadel in 1927, today it is a boutique hotel under Marriott ownership. And I imagine we will be staying there sometime in the future since Ohio is a place we often go “freakin’ tiquen”.

The LeVeque Tower, Columbus, Ohio.

Passing the LeVeque Tower, Columbus, Ohio on our way to Cincinnati.

A couple of hours later and we pulled into the garage of the Hilton Netherland Plaza in downtown Cincinnati.

Hilton Netherland Plaza

Years ago I spent a Christmas Eve at the Netherland Plaza hotel, so I knew what to expect, but this was Chris’ first time to this wonderful Art Deco hotel.  The Netherland Plaza hotel is part of multipurpose complex that includes the Carew Tower and a shopping arcade.

Night view of the Carew Tower from Fountain Square.

Carew Tower at night from Fountain Square.

HISTORY

Real estate developer, John J. Emery came up with the idea for the complex that included a hotel that would rival New York’s Waldorf-Astoria. To assist with the financing Emery partnered with William A. Starrett. The two decided to use Starrett Brothers as the general contractor using the architectual firm of W. W. Ahlschlager & Associates, which designed the Roxy and Beacon Theatres in Manhattan and the City Place Tower in Oklahoma City, among other notable buildings. Much of the interior decoration is credited to theatrical designer George Unger.

1930 construction photo of the Carew Tower and the Netherland Plaza Hotel in downtown Cincinnati.

Construction of the Carew Tower and Netherland Plaza Hotel, 1930. Photo from Facebook.

Construction started in September, 1929 and might have ended with the collapse of the stock market just a month later. But to have more cash to put into the project, Emery liquidated his stock before the crash and the complex opened in early 1931 to great success.

Atlanta Constitution newspaper advertisement for the Netherland Plaza Hotel.

Atlanta Constitution advertisement for Starrett’s Netherland Plaza Hotel shortly after its opening. Atlanta Constitution, February 2, 1931, Pg. 6.

1930s view of the lobby - lounge of the Netherland Plaza Hotel.

Netherland Plaza Hotel’s lobby – lounge, circa 1935. Image from Walking & Pocket Tour History Netherland Plaza.

The hotel’s interior public spaces are some of the best examples of French Art Deco design in the United States. In the 1960s many of the hotel’s original details were looking dated and were covered over with paint, plywood and vinyl wall covering and bland carpeting in an effort to modernize the interior.

1960s Hall of Mirror makeover.

Hall of Mirror’s late 1960s makeover. Image from Walking & Pocket Tour History Netherland Plaza.

With the revived interest in Art Deco in the 1970s and 1980s, the public spaces were restored to their original glory in 1981 at a cost of 28 million dollars. Thanks to the hotel’s meticulous restoration it is on the National Historic Register and earned National Landmark status. Alastair Duncan, in his seminal 1986 book American Art Deco had this to say of the Netherland Plaza –

                   Art Deco predominates among an eclectic mix of Beaux-Arts, rococo, and  Egyptian  Revival themes. The Art Deco was plucked unashamedly from 1925 Paris; designs by  Edgar Brandt, in particular, are repeated in balustrades, chandeliers, and the molded borders on the rococo-style ceiling murals. The Continental Room, the Hall of Mirrors,  and the Palm Court, the last mentioned with sea-horse torchères and a fountain in Rookwood Pottery, are replete with replicas of high style French art moderne. The lavish ambience, so unexpected in Midwestern America, continues to astonish today’s hotel  guests.

CAREW TOWER ARCADE

A hallway of tan travertine with black marble trim and a painted gold frieze connects the basement garage to the Carew Tower arcade. At the top of the tiered ceiling hang rectangular light fixtures of frosted glass. The wall is lined with brushed aluminum vent grilles of stylized flora and display cases also framed in brushed aluminum with modernistic finials.

Passageway from the parking garage to the shopping arcade in the Carew Tower.

Hallway from the underground garage to the Carew Tower arcade.

Passageway from the parking garage to the shopping arcade in the Carew Tower.

Detail of decorative grille in hallway from the underground garage to the Carew Tower arcade.

Hallway display case.

Display case in the underground hallway.

From this hallway one can either take elevators directly to the hotel or enter the Carew Tower Arcade. Lined with shops, the two-story arcade entrances are framed in polychromatic Rookwood Pottery tiles of modernistic floral and geometric design.

Carew Tower arcade.

Looking down the Carew Tower arcade.

Closer view of the Rookwood Pottery tiled entrance.

Closer view of the Rookwood Pottery tiled entrance.

Bottom detail of one of the Rookwood Pottery frames in the Carew Tower Arcade.

Detail of the bottom of the Rookwood Pottery frame.

Tan and black marble line the arcade topped by a marble framed aluminum geometric border. Above that is a tray ceiling with dark maroon painted plaster leading up to the silver leaf ceiling. Indirect lighting illuminates the ceiling, providing most of the light for the arcade. Diamond shaped, indirect lighting pendants hang from filagree brass medallions on the ceiling.

Ceiling pendant and medallion.

Detail of the indirect light pendant and brass ceiling medallion.

Separating  tan and black marble pilasters are panels of black marble inset with tan marble striated with strips of aluminum. The panels also feature cast metal modernistic allegorical figures.

Detail showing corner of the arcade and store.

Detail of arcade store, pilasters and ceiling light fixture.

The allegorical figures representing the sun, sky and land.

On our way to the lobby to check in, we passed these other Art Deco features.

Carew Tower Vent Grille and Mailbox

LOBBY

You are able to enter the hotel from several entrances. This is, perhaps, the most stunning of all. Deep teal walls offer a contrast to the gold accents and Roman Breccia Marble.

Main entrance of the Carew Tower

Looking toward the main entrance of the Netherland Plaza Hotel.

Detail of frieze above entrance door.

Detail of frieze above entrance door.

Main entrance of the Carew Tower

Main entrance of the Netherland Plaza Hotel looking up and into main lobby.

You can also enter from the side street.  It is to the right of the picture above.

Side entrance of the Netherland Plaza Hotel.

Street view of the side entrance to the hotel.

Side entrance of the Netherland Plaza Hotel.

Detail of the metal frieze and pendant lamps.

Side entrance of the Netherland Plaza Hotel.

Looking back toward the side street entrance.

To the left of the grand staircase, and through beautiful milled rosewood, is the hotel’s elevator bay. No surface was considered too unimportant. Note the etched design on the elevator doors.

Elevator bay at the Netherland Plaza Hotel.

Beautiful mill worked wood leads to the elevator bay.

Decorative elements abound as you head up the main staircase. Beautiful  sconces, and intricately carved wooden urns flank the staircase. And decorative brass floral metalwork act as low safety barriers where different floor levels meet.

At the first landing, guests can check themselves out and ensure they are looking their best. This dramatic mirror reflects hints at what is to come.

Grand staircase mirror at the Netherland Plaza Hotel

The oversized mirror reflects several stories of the building and the great chandelier above.

Main lobby and registration desks.

Main Lobby and Registration.

Indirect lighting offers a soft romantic feel throughout the main concourse of the hotel.

Intricate metal sconce Netherland Plaza Hotel

One of the many intricate metal sconces.

E. F. Caldwell & Co., the same company that made the lights for Detroit’s Fisher Building, were responsible for the many metal light fixtures in the Netherland Plaza.

Art Deco restroom sign and frieze.

Stylish restroom sign and frieze.

THE PALM COURT 

The Palm Court, originally the hotel’s lounge, is today The 1931 restaurant and the Palm Court Bar. Two-and-one half stories high the space is spectacular. One can easily imagine being on a 1930s ocean liner while sipping a cocktail at the bar.

Looking down on The 1931 and Palm Court Bar from the mezzanine.

A mezzanine view of The 1931 and Palm Court Bar.

Lining the main room are eight floor to ceiling rosewood columns each with a brass wall sconce, providing indirect light for the restaurant and bar. Topping the wall space between the columns are ten French themed murals by Louis Grell (1887-1960). All of the murals feature a stylized outline of the Carew Tower in the background. Surrounding the murals are gold painted, plaster frames of highly stylized Art Deco flora and geometric shapes.

Three Louis Grell's murals that line the upper walls of the Palm Court.

Three out of the ten Detail of the French theme murals that line the upper walls of the Palm Court and stripped multi-tiered ceiling.

The Carew Tower featured in one of the Grell Murals of the Palm Court.

Example of the Carew Tower in the background (between the guitar neck and the red fan), in one of the Grell Palm Court Murals.

The Eastern End of the beautifully restored Palm Court.

Eastern end of the Palm Court. Beautifully restored to its 1931 appearance.

Dominating the far end of the Palm Court is a large ziggurat-shaped fountain topped by a ram’s head. Guarding the fountain are two large seahorses with lotus light crowns. The seahorses and the fountain were made by the Rookwood Pottery Company, and this level also serves as a stage for special occasions.

The Rookwood Palm Court Fountain.

The Rookwood Palm Court Fountain.

Lotus lights topping the two Rookwood seahorses.

Lotus lights topping the two Rookwood seahorses.

Detail of Rookwood seahorse.

Detail of the somewhat intimidating Rookwood seahorse.

MEZZANINE

From the Palm court, there are several ways to access the mezzanine level. You can choose either of the stairs to the right and left of the fountain. Or, you can used the. stairs at the opposite end.

But it is from the mezzanine, you can truly appreciate the details of the chandelier suspended over the grand staircase, and the murals surrounding it.

Netherland Plaza Hotel chandelier in the grand staircase.

A closer look at the chandelier and the Grell Welcome Travelers murals in the grand staircase.

From the mezzanine, you can really appreciate the artisan’s work. Whether viewing the court below or a having a better view of the individual murals. Soft lighting from column lights and sconces flank the stairway leading up to our next stop.

Entrance from the mezzanine to the next upper level.

Entrance to the next level. Note the lighting fixture to the right and left.

A glance back from the landing. The stepped, curved architecture frames the lower mezzanine’s floral carpet. This provides both a transition and a unification of different deco styles.

Stairway to upper mezzanine Netherland Plaza Hotel.

Architecture provides a relief and transition of styles.

Note that the medallion duplicates the carpet’s motif.

Detail of the mezzanine frieze.

Detail of the mezzanine frieze.

THE HALL OF MIRRORS

One short flight up and we enter the Hall of Mirrors’ lobby. This open space is the reception area for guests. As such, there is little ornamentation compared to the lower mezzanine.

Hall of Mirrors reception area.

Hall of Mirrors reception area. Note the carpets floral motif.

Just around the corner from the main reception area is an ornate bar. Molded pilasters decorate the walls and offer a natural divide for the soft tan, peach and taupe paint palette.  And, again, the graphic floral carpet.

I think someone is saying, “Hello!”

Reception bar for the Hall of Mirrors.

Reception bar for the Hall of Mirrors. Hello!

Back in the main reception room, either of the two semi-circular staircases lead to the two story Hall of Mirrors, originally the hotel’s main ballroom. The walls of the staircases are decorated with colorful and contemporary (1984) murals by artist Tom Bacher. They feature stylized views of Cincinnati and the paint is luminescent that glows when the lights are dimmed

Double doors lead onto a grand terrace overlooking the great room.

The Hall of Mirrors at the Netherland Plaza Hotel

First view of the Hall of Mirrors.

The dominant feature of the room is the large painted and gilded ceiling medallion. It offers a soft glow to the room rather than general task lighting.

Central Medallion in the Hall of Mirrors.

Central Medallion in the Hall of Mirrors.

Around the upper tier is a decorative brass guard rail. Also, as found elsewhere in the Netherland Plaza Hotel, low, decorative brass fences provide a barrier to changing levels and offer a level of protection to the large mirrors.

Hall of Mirror guard rails.

Hall of Mirror brass guard rails.

Hall of Mirror guard rails.

Low guard rails in front of corner mirrors.

A view of the staircase clad in Roman Breccia Marble with brass accents descending to the lower level. Note the plaster reliefs on and under the balcony as well as on the walls.

Staircase in the Hall of Mirrors.

Staircase in the Hall of Mirrors.

View of railing from below.

View of railing from below. Note the repeated floral details under the overhang.

A last look at the Hall of Mirrors from the lower level before heading off to a recently unearthed hotel treasure.

The Hall of Mirrors at the Netherland Plaza Hotel

A last look at the Hall of Mirrors.

THE JULEP ROOM

Anthony found an article mentioning a recently uncovered artifact in the Julep Room. We knew the room in question was located near, and could be accessed from the Hall of Mirrors reception area.

A brief search of the lobby and we ascended the only possibility – a staircase off the far end. To be clear, this space is not off limits to guests; just not well known.

Outside the room is this interesting light fixture. This offered us a promise of what was to come.

Ceiling fixture outside the meeting room.

Ceiling fixture outside the meeting room.

This space was originally the hotel’s wedding chapel but after the repeal of Prohibition it was converted into a cocktail lounge. It is now used as a small meeting and reception room for up to 70 guests. And note the ever present floral carpet.

Meeting room in the Netherland Plaza Hotel.

Meeting room in the Netherland Plaza Hotel.

A fairly recent renovation uncovered a formerly unknown, fully milled Brazilian rosewood wall with a “frozen fountain” metal wall grille. This, like most of the 1960s renovations, relied on cover-up rather than tear-out. Thank goodness or this would be lost to time.

The Frozen Fountain Grille

The recently uncovered frozen fountain grille.

The room has eight beautiful sconces in the style of Edgar Brandt.  An octagon wood frame surrounds faceted glass. The floral overlay is cast aluminum with a drape spilling out of the frame and onto the wall.  Thankfully, these escaped being covered up or worse, being  removed during earlier “modernization”.

Meeting room wall sconce.

Meeting room wall sconce. In the style of Edgar Brandt.

After exploring the Julep Room we went back to our room. Just a word about the accommodations. As stylish as the public spaces are, the room is, by comparison, utilitarian. High ceilings with plain clean walls, and crisp bed linens. The bathroom is modern with floating counters and a wall of mirrors.  We grabbed our coats and headed out for dinner.

IN THE NEIGHBORHOOD

After a full day exploring our accommodations, Anthony and I were hungry. There are plenty of restaurants to choose from within walking distance of the hotel.  However, most close around 8:00.

Guess what time we decided to eat?

We passed BRU Burger Bar several times. Mostly because we were looking for something other than a burger.

Time to guess again. Where did we end up?

If you guessed BRU, you guessed correctly. And it couldn’t have been a better choice. It has an industrial pub atmosphere with friendly and attentive servers.

And the food was delicious. So much, in fact, that we went back on our last night in Cincinnati!

There are Deco touches all around. Here are some photos taken during our walk back to the hotel.

It was a long drive from Rochester to Cincinnati, and with our bellies full from dinner, we were pretty tired. Soon after getting back to the hotel it wasn’t long before calling it a night and hitting the hay early. We wanted to be well rested for the next day, when we were meeting up with our friend Suzanne and hitting the 20th Century Cincinnati Vintage Modern Expo in Sharonville. But that is a story for part two of our 2024 driving for deco.

 

Chris and Anthony (The Freakin’, Tiquen Guys)

 

Unless otherwise noted all photographs were taken by the authors.

SOURCES

Written

Duncan, Alastair, American Art Deco, Harry N. Abrams, Inc., 1986

Walking Tour & Pocket History Netherland Plaza: Historic Hotels of America, National Trust for Historic Preservation

Online

historichotels.org

Edgard Sforzina (1881 – 1941)

Union Terminal, Cincinnati

Union Terminal, Cincinnati (Photo via DrivingForDeco)

This article is an exclusive interview with Denise E. Allen, granddaughter of Edgard Sforzina an early French designer, decorator, and architect of L’ Art Moderne ~ Art Deco.

Denise: Anthony and Chris, thank you for the opportunity to discuss my grandfather, Edgard Désiré Sforzina.

How did this project come about?

To preserve our grandfather’s legacy, my sisters and I agreed to establish a collection of his works that we could donate to a museum, design school, or an organization interested in its preservation. We would like this collection to be accessible to all interested parties for the purposes of education, research, and scholarship, particularly for people interested in Art Deco.

….

I would like to express my unbounded thanks to my wonderful, albeit far-flung, family in America, France, Germany, and the Netherlands; my friends, and last but not least, the Art Deco Society of Washington D.C. (ADSW) for all their support in curating the collection and raising awareness of Edgard Sforzina and his contributions to Art Deco.

But back to my grandfather.

Edgard Sforzina He came to America in the Fall of 1922 at the request of his company, L. Alavoine & Co. to work in their New York City office located at 712 5th Avenue. His success continued during the years between the Great Wars and on a number of occasions he was noted in magazines and newspapers for his interior designs and design innovations. Tragically, he died from gastro-intestinal ulcers in 1941 at the age of 59, and leaving behind a legacy of his design drawings and furnishings.

Would you tell us more about his background?

Edgard SforzinaSforzina was born and educated in France as a “dessinateur” (a designer or decorator). He arrived in the Port of New York on November 17, 1922; his first trip to America. Forty – two years old and fresh off the S.S. Rochambeau.                                    …                                                                              For the initial visit, he stayed long enough to confirm that he would take the new position and establish a residence for his family. Once accomplished, he returned to Paris to pack up his household. He returned in February 1923 with his young wife and infant daughter. In making this permanent move to live in America, Sforzina became one of the early French-American designers of L’ Art Moderne, arriving two years before the 1925 International Exhibition of Modern Decorative and Industrial Arts in Paris, France.

A story my mother enjoyed sharing was that Mémé (grandmother) did not want to leave her family and friends in France. She made it clear to Pépé (grandfather), that he had to bring her younger sister, Tautine (Teresa), and their cat, Mitzi to America, and oh by-the-way, she had to have a mink coat.  All of this he did, except for the mink coat. He tricked her by buying rabbit instead,

When they immigrated to America, he brought his illustrated copy of “La Tour du Monde en 80 Jours”, (Around the World in 80 Days). He won the book as a prize when he was 11 years old, possibly the first prize he ever won. We have no idea what he accomplished to win the book, but on the inside cover page there is a handwritten inscription commemorating the event. Passed down from my Mémé to my Mom then to me, I value the book because it provides insights about his mind set and clues about his personality. ……

How did you become aware of the work of your grandfather’s (1881 – 1941)?

We initially became aware of Pépé (grandfather) and his work from our French / American family. This includes our mother, Lucile Ellison, nee Sforzina; Mémé (Isabelle Sforzina); and our French grand aunt and uncle, Tautine (Teresa) and Ernest.

Edgard SforzinaThey all told us stories about Edgard and pointed out the furniture in our home that he designed and commissioned. Mémé kept a collection of  original magazines, newspaper clippings and articles. Also, professional photos, and two privately published commemorative books showing items he designed and rooms he furnished.

We literally grew up amid furniture he created for his home and possibly for the showrooms of Forzina, Inc., the design salon he owned between 1928 and c.1932.

Edgard SforzinaAfter he passed, Mémé must have put the furniture in storage. In 1954 when our parents first started their medical office, they furnished the waiting room and office area with several show room furnishings from the Forzina Salon.[1] That furniture in the waiting room disappeared years later when my parents moved the office to a new location.

[1]  Our father, David S. Ellison, was a surgeon and our mother the office manager. Like her father, she was ahead of her time. She always paid herself a salary and she provided retirement benefits to their employees, who were all women.

Edgard SforzinaThe office furniture moved to our house to furnish our mother’s home office.  In the picture to the right, the two tables (the smaller one is on rollers) were in our home. I remember most of the other items. It is possible to find all these items in one or more of his designs.

LuLu Bed by Edgard SforzinaThis is the “Lulu Bed.” My children established the name when my daughter Claire used it as her own bed and the name has stuck. Edgard actually designed the bed for my mother when she was a child (c. 1928). It is an excellent example of Moderne style with a variety of beautiful woods veneered atop a thick (heavy) hardwood core, a striking design.

Edgard had our mother’s nick name, Lulu veneered into the face-top of the footboard. And, yes, if you look closely, you can see that our mother personalized the graphic with her own artwork. It is still usable as a bed, and we even have the original mattress springs too. However, his furniture is closing in on 100 years of age. The veneers are chipping off and every time it gets moved there is a bit more damage. These pieces need protection from further wear and tear.

 

LuLu bed by Edgard Sforzina

Detail of “LuLu” veneered into the face of the footboard and the LuLu graphic designed by Edgard Sforzina, note the small drawing by daughter Lulu.

A few months ago, I was a bit stunned to see a picture of the LuLu bed on the Internet! It never occurred to me that Peré may have had professional photos of it taken or that he might have shown the bed in an exhibit before giving it to our mother. We still have all the pieces shown in the photo. It is certainly possible that two sets were made, but knowing the effort he went to make this bed unique for our mother, it seems unlikely.

You can see the entire bed set on the untapped new york website. The site posted an article by Julia Vitullo-Martin on Marilyn Friedman’s book, “Making America Modern: Interior Design in the 1930’s” (Bauer & Dean, 2018). All of the pieces shown in the photo are part of the Sforzina Collection. Just for fun, here is a picture of our mother and Mitzi on the Bed.

Edgard SforzinaAs children, we knew our mother had many of her father’s drawings and designs. Unlike the furniture we grow up with, we rarely saw them. I have vague memories of seeing photostats of the design plans for the Cincinnati Union Terminal executive suite and other drawings. Our Mom did not want to risk damaging them by letting us riffle through them. So, for decades she kept them in a bureau up in the attic. But, we may have peeked into the forbidden bureau a time or two. It may have been as late as 2015 before I had better look at them.

Edgard Sforzina designUntil Art Deco Society of Washington members Deborah Sorensen (curator), Jim Linz (Art Deco author), and I unfolded and unrolled all the drawings, I did not realize how many there were. In truth we saw several of his designs for the very first time as we inventoried the collection. Predominantly, Edgard used pastels or pencils to create his designs. Until 2003, his portable wooden container of design & drafting tools was in our basement. Sometime between then and when we created the collection, it has gone missing. Hopefully it is somewhere in one of the homes among our family.

The variety and beauty of his drawings is impressive. It includes, sketches, architectural elevations, renderings and levels, concept plans and technical plans. The breadth and depth of his design abilities ranged from a simple object (e.g., a lamp, a vase, etc.,) to furniture, a room set, a composite of rooms, houses of varying levels and size, architectural drawings of large commercial buildings and towers. It even includes some of his personal artwork. You see a range of design styles other than Modernism. The collection includes a few designs in Louis XV and French Directorate Style. Other designs could be considered minimalistic; their omission of decor is balanced solely by simple accents from nature.

 …

When did you realize the significance of your grandfather’s work?

I slowly began to grasp the significance artistry as I worked with the ADSW to establish the collection. Edgard’s works had been a privately shared collection within our family network for over seventy years. Its significance was its familial heritage and its connection to our brilliant and creative grandfather. I did not know how to think about it from historical, social or cultural perspectives.

As our family’s self-appointed historian, I always knew I would write something about our grandfather to let our children’s children learn of him. I wanted to write up the stories and deeds our mother shared, not as a straight repeat of her words, but with more substantiation of the events and accomplishments of his life.  Never did I anticipate where that little thought of mine would lead us.

,,,

Edgard Sforzina

Photo: Designs for Modern Living Rooms. Edgard Sforzina. Sforzina Collection

When Steve, Jim, Deborah and I first started, I was concerned that I was asking the ADSW to investigate a collection that may not have enough cultural significance to merit their time and effort. I felt “aghast” at the thought of that prospect.

At the same time, I felt a strong conviction that we needed to understand this collection, and if merited, then Edgard and his work should be preserved and his story become part of our cultural history.  To me, that translated into, the recognition that we may need to donate his collection.

Steeling myself for possible mortification, I placed my faith in our mother’s trust and moved on. As Jim and Deborah and I worked, and their enthusiasm grew and I felt relieved.

The 2022 Modernism Show in Washington (April 30 – May 1), was the first public viewing of anything created by Sforzina since, well, before 1941. It was the first public viewing of his work in my lifetime. Some people scanned the material and moved on. Others stopped and took their time reading, absorbing the images, pointing, and talking with their companion(s) about the exhibit, or something they noticed, or a memory it invoked. Several people, like you (Anthony), stayed to talk with my sisters and me, and ask questions or to share their story about a connection they felt to one of the buildings he decorated.

,,,

Something happened soon after that was life altering. Can you tell us about that?

Yes. In June 2022, Jim Linz, my husband Harry, and I were invited to meet with the staff and leadership of the Museums of Cincinnati, Ohio which is housed in the Cincinnati Union Terminal.

After giving us a private tour of the terminal, museums, library, and their archives, we sat down and focused the conversation on Sforzina’s work with Fellheimer & Wagner, (F&W) on the Terminal. We were able to show them our copies of our grandfather’s drawings of the Suite.

The historian carefully examined the designs. It may have been the longest few minutes of my life.  Finally, he said that he was comfortable to say that our documents depicted the final plans of the Executive Suite and moving forward his organization would assign attribution to Sforzina for this work (this is not a quote, rather this is what I heard).

It seems silly, but it was so emotional that time went into slow motion. In the expanse of that single statement, in the time it took for the Historian to speak his words, he affirmed for me and my family, forever, that our grandfather drew these designs, something we always believed, and could now speak freely about. We did not have to feel sheepish or make any caveats.

It is so hard to describe that feeling of gravitas that comes over you sometimes. On this occasion, it was accompanied by a deep sense of peace to have this question resolved, and overwhelming feelings of joy for our mother and grandfather.  While I don’t think that anyone noticed, it took me about five minutes before I started processing again.

To clarify for the readers, it was a “matter-of-fact” to our mother that Edgard drew these design plans for the Cincinnati Union Terminal on behalf of F&W. Our grandfather worked with or for F&W from 1930 to 1933 on this project.  During that time, she was 8 – 10 years old and she knew what her father was working on, it was a big deal for him professionally and his projects were a huge focus of this tiny family. We also have his copy of his designs. Unfortunately, he was not given any mention or credit for that work or other design plans and decorations he drew during that time. So, he did not benefit from follow-on work from other large companies. Our research on our grandfather’s career suggests that he and Fellheimer maintained a business friendship from 1929 onward. He was clearly an employee of F&W, as an architect as of 1938 through 1941 when he passed away.

What was your grandfather’s background in art and design?

Our grandfather received both a traditional and a formal background in art and design. His immersion in the world of art and design was lifelong. This is a great topic regarding Edgard.

Family background: We know from family records and French civil documents that our line of Sforzina’s were stone masons, les tailleurs de pierre, and artisans. His forefathers: Antonio (1790–1860), Dominique (1815-1887), and Jean-Antoine (1853–1914) passed down their skills and their trade, father to son, for roughly 100 years and possibly longer. Jean-Antoine Sforzina, grew up in Nice. After completing his formal education, he moved to the Left Bank  in the heart of Montparnasse and lived there for the rest of his life. The only details I know about his career are that he worked in the Notre Dame Cathedrale de Paris on l’ÎIe de la Cité for his entire career.  Apparently one of his duties involved maintaining the Rose Windows.

This is where Edgard grew up. It was also the time when that district was becoming a cultural hub for artists, writers, social reformers, and others.

Edgard was the eldest son of M. Jean-Antoine and Mme. Marie Joachine (Chichaud) Sforzina. By family accounts, he demonstrated an innate talent and a natural affinity for the Arts early in his life.

Traditional Education: Edgard and his brother, Parfait, were born at a time when children could still work side by side with their parents and learn the skills of their trade.

Another book our grandfather brought to the United States when he immigrated was a soft leather-bound textbook printed in both Italian and French. Jean-Antoine received it from his father, Dominique, and passed it to Edgard. On the front page of the book, someone, possibly, Dominique himself, wrote his name, address, and the date “1827”. If the date reflects the year Dominique received the book, then he was 12 years old at the time[2] and well on his way toward learning his trade as a mason.

Edgard SforzinaPublic Education: Edgard received his entire education in Paris, France, largely within walking distance from his home. He earned his Baccalaureate and was then accepted into the L’Ecole Nationale Supérieure des Arts Décoratifs[3]  (Note: this is the current name of the school) where he studied architecture, design, and decoration. In American vernacular, L’ Ecole Nationale Supérieure” is the name of the institution, and Arts Décoratif is its institutional division.  The school was officially opened in 1767 by letter patent of King Louis XV.  Its goal then, and now, is to develop arts-related professions and thereby to increase the quality of industrial products.”

[2]  In the 18th century the Sforzina family lived in (what is today) Veli Lošinj, Croatia. Dominque moved to Nice (a.k.a. Nizza) before 1853 when it was still part of the Kingdom of Savoy. The family lived there until 1876 when Jean Antoine moved to 76 Boulevard Edgard Quinet in Paris, France at the age of 23. Nizza/Nice did not become part of France permanently until 1860.
[3] “Grande école | French education | Britannica”. www.britannica.com, (accessed 29 May 2022).

The program has evolved considerably since its founding. Since 2010, a diploma from the school is equivalent to a Master’s degree. (see History). Former students from the school include well known figures such as Henri Matisse, Charles Garnier, and Jean-Paul Goude among others (see History).”

 

When Sforzina immigrated to the United States, how did he establish himself in the design field?

He was fortunate because he did not have to start from scratch. He was already established in Paris having totaled 16 years of working consecutively with four of the most highly respected “Maisons” of art, design, and furniture. This includes Alavoine & Co. with whom he worked since 1919 in their Paris office before transferring to their New York office. It is possible that he already knew some of his colleagues in the NYC office through school, previous employment, or inter-office correspondence.

His association with such an eminent firm gave him access to their network of architects, designers, artisans, etc., as well as to their wealthy and sophisticated clientele.

In 1929 the Arts in Industry Group invited 18 of the “most up and coming” New York City designers to compete for the opportunity to display their design in an exhibition being hosted by the Group. Sforzina was one of the designers invited to exhibit. In effect this was a subtle way for the group to enlarge itself and to have some influence over what comprised American Modern Art.

A double page spread in the Upholstery and Interior Decorator Magazine on April 15, 1928, quotes Charles Milgrim as saying,

“When Charles Milgrim first decided to give to the new store a perfect entity of modern decoration, he sent for Edgard Sforzina of Paris, and entrusted to him the scheme of decoration.”

 

Because your grandfather was French, he was at ground zero for the new modern style that has become known as Art Deco. Do you think his work had influence on American designers and the modern design field?

Yes, I think so. Sforzina tended to be an early adapter. In our traveling exhibit, we dedicated an entire panel to his innovations for which we found supporting citations.

 …

Can you tell us more about your grandfather’s employers?

Yes. The source information for his work history comes mainly from two documents, one written c. 1934 and the other in 1939. The dates are refined by information from family clippings of advertisements, newspapers, professional journals, and magazines during the Art Deco era. Additionally, ADSW members, Mr. Jim Linz, President Emeritus, Board Member, Author, and Proprietor of the on-line store, www.Deco-Rations.net, Ms. Deborah Sorensen, Curator, and I researched his employers and clients and more information.

1902 – 1904 Mercier Frères, (1828 -) At this time most companies offering interior furniture and decor services were primarily art and antique dealers. They started providing other services by hiring the craftsmen and artisans as needed on a commission-only basis. Mercier Brothers, became a well-known and reputable furniture and décor manufacturer.

1905 – Carlhian & Beaumetz, of Paris, France with offices in Cannes, London, New York, and Buenos Aires (1867 – 1988). Like Mercier Frères, Carlhian & Beaumetz started as an Art and Antique company. Sforzina worked there around the time that the firm was transitioning from its two founders to Carlhian’s two sons. The Duveen Brothers were one of their most important clients. They worked with Carlhian as an intermediary for dealings, and export commissions in the French market not involving fine art and antique objects. Sforzina states in his 1939 resume that he worked “almost exclusively for their primary client, Sir Joseph Duveen.”

….

Between 1906 – 1917. In his 1939 resume, Sforzina states that on his own, he worked for Waring and Gillow of Rue de la Boetie, Paris, France, and other large firms. Waring and Gillow were a notable English furniture manufacturing company that also an antique dealer, headquartered in London. He notes that the office was just off the Champs-Élysées. The firm closed in 1988.

1919 – Probably 1927.  L. Alavoine & Co., 9 Rue Caumartin Office, Paris, France
This company transferred Sforzina to their office at 712 5th Avenue, New York City, New York, USA (1922 – c.1927).

1928 – April 12. Sforzina leased the entire 4th floor of the tower at 424 Madison Avenue, New York City to open his Interior Design and Decoration firm Forzina, Inc., (Brooklyn Eagle 1928, 64). The following provides some insights about when he transitioned to working full time with F&W:

1930 – 1933 Sforzina in his 1939 resume states, “3 years, designer, Fellheimer & Wagner, Architects, 42 St. [New York City]– for plans, designs, and decorations….” for the Cincinnati Union Terminal. (Translated from French and verified).

1932 – December 1st. Sforzina wrote a letter of recommendation for his secretary, in which he states that she had worked for him for three years.  He goes on to say he that the only reason she is losing her job is because the “…present bad business conditions compel” him to close his office.

1933/4 – 35/6. Collaborated with Mr. Samuel Mandeville as “Mandeville and Sforzina” though there is no evidence that they were formally partners.

1938 – 1941. Employee of Fellheimer & Wagner

1941 – February 7, Sforzina passed away unexpectedly from Peptic Ulcer disease.

Who were your grandfather’s Clients? 

We have no information about his clients in Europe. We have a growing list of his clients in the United States from NYC, New York State, Massachusetts, Rhode Island, Pennsylvania, New Jersey, Maryland, Illinois, and Ohio.  Here is a sampling of his clients between 1928 – 1941.

United States: Known Clients, dates unknown but probably completed by 1934:

  • Persifor Frazer III, 3 Chestnut Hill, Philadelphia, PA

  • F. G. M., Penthouse, 440 West End Street, NYC, NY

  • Frederick Lewisohn, 730 Park Avenue, NYC, NY

  • Stewart Walker, 369 Lexington Avenue, NYC, NY

  • Stanley Simon, 480 Park Ave., NYC, NY

  • T. A. Goldsmith, 36 East 31 Street, NYC, NY

  • Gimbel Bros., Philadelphia, PA

Unites States: Clients and Dates

  • 1928 – Milgrim New York City, NY, 6 West 57th Street, NYC, NY Forzina, Inc.

  • 1928 – Slattery’s Department Store; Forzina, Inc., Boston, MA

  • 1928 – Hutzler Brothers, Baltimore, MD, Forzina, Inc.

  • 1928/ 29 – Saks Fifth Avenue Department Store, NYC, NY., Forzina, Inc.

  • 1928/29 – Mr. George Gershwin, 33 Riverside Drive, NYC, NY, Forzina, Inc.

  • 1929/30 – Mr. Albert Fellheimer, 110 Riverside Drive, NYC, NY; Forzina, Inc.

  • 1930 – 1933 – Fellheimer & Wagner, Architects, NYC, NY, Forzina, Inc.

  • 1930 – Hirsh Lilienthal Stockbrokers, NYC, NY, Probably Forzina, Inc.

  • 1930 – International Ticket Office, Chicago, IL, Probably Forzina, Inc.

  • 1931 – Mrs. C. B. Harding, 110 Riverside Dr., NYC, NY, Forzina, Inc.

  • 1934 – Lilly Dache, Inc., 485 Madison Avenue, NYC, NY

  • 1934 – Wallach Bros. NYC, NY, Mandeville & Sforzina

  • 1935 – McCarthy Dry Goods, Woonsocket, RI, Mandeville & Sforzina

  • 1935 – Germaine Millinery, 5th Avenue, NYC, NY; Mandeville & Sforzina

  • 1935 –Witherall Department Store, Syracuse, NY

  • 1935 – Brooks, 5th Avenue, NYC, NY; Mandeville & Sforzina

  • 1936 – Miss G. Germaine, 440 West End Avenue, NYC, NY

  • (1940) CBS Building, 49 East 52 Street, NYC, NY; with Fellheimer & Wagner

Even if your grandfather’s name isn’t immediately known, what are some of his works that people are familiar with? 

By far the most famous project is the Cincinnati Union Terminal, followed by Gershwin’s Riverside Drive apartment, the Cloud Club of the Chrysler Building, and the CBS building.

Cloud Club, Chrysler Building

Cloud Club (Photo via ephemeralnewyork.wordpress.com)

Your grandfather passed away in 1941 this is now considered the tail end of the Art Deco era; do you feel that had he lived longer he would have adapted his style to the changing tastes of the times?

Absolutely. You see in his drawings his diversity of styles. One of my mother’s descriptions of him was that he was ahead of his time. Around 1935, four years before the 1939 World’s Fair, he started designing furniture for the emerging middle class. Also, when he died, he was working for Fellheimer and Wagner, who were already preparing to build Airports.

If he could have lived, without the problems of peptic ulcers, he still had a bright future ahead of him.

When your grandfather designed the furniture that went into the rooms, did he have these pieces custom made? 

Yes, I believe so. Forzina, Inc. operated from 1928 through December, 1931 and after that he had to sell it. During that time period we know that the Milgrim store (1928) furniture was made by artisans and the furniture in Slattery’s (1928) was made by “Boston Artisans.”

After your grandfather’s passing, where did the archive of his works (drawings, sketches, paperwork) end up? 

Until 2020 these items stayed within the family. Some of the furniture went to Tautine and her husband and unfortunately, that furniture is gone now.

Mémé must have kept the rest of the furniture in storage until she moved to Florida. Then, as stated previously, our parents must have had the items in storage, until they opened their medical practice in 1954. They used Edgard’s furniture to furnish their waiting room and business office.

They placed the bedroom furniture and other items in our home. Later when our parents moved their office to a new location, the furniture that had been in the waiting room disappeared. We assume the furniture was worn out.

Our parents either donated or let the furniture go to the dump. By that time, the family had already moved into our final home. In that home, the parents’ continued to use Edgard’s furniture in their bedroom and our mother’s home office. The drawings and other papers went into storage in the attic. Other furniture was used in the living room or as accents some here or relegated to the garage attic.

In summary, there have been several more exchanges of address where we stored items and who was using which piece of furniture.  More recently our children have their own homes and have wanted to use the some of the furniture. Over the years we have also lost some of the smaller tables and.  All in all, I would say we have only half the furniture that was originally part of Edgard’s legacy.

Paper is such a fragile medium. How have you preserved or plan to preserve the archive of your grandfather’s work? Is any of it digitized?

Starting in 2019, my family is donating their items from Edgard’s legacy to the collection. Items received prior to 2021 have been inventoried, digitized, and placed in archival containers inside a rented storage locker. This represents the bulk of the collection.  The items received after 2021 have been inventoried and are in storage.  These items are not in archival containers yet.

The Art Deco Society of Washington DC. was essential to my success with gathering and archiving his collection. Now that we have finished our book, I will pursue my goal to donate this collection to the right organization, museum, or design school.

 …

Is there anything you’d like to add to the Sforzina story? 

Sforzina had a relatively short career spanning 35 years, 38 years if including his military service. He was an early and important French / American decorator, designer, innovator, and architect. He brought his career to the United States before the 1925 International Exposition of Modern Decorative and Industrial Arts in Paris.

For 29 years he was an employee of the leading design companies in Paris, France where the full extent of his talent and contributions are veiled. He worked no more than 9 years for himself. During which he was considered a well-known designer.

The Edgard Sforzina Collection preserves 600+ artifacts of his work, including a variety of documents, furniture, and predominantly working designs depicting his process between 1930 and January 1941, a ten-year period. It is a wonderful collection and yet just a small portion of his total works.

Whether employee or employer, he influenced and was influenced by his peers, which collectively contributed to how we live today.  During his brief periods with Forzina and later Mandeville & Sforzina, he and his associates were a powerhouse of constructive productivity that drew the attention of the press, journalists, and photographers.

He was recognized for his innovations and he developed a strong business relationship with Fellheimer.

During his short life he accomplished so much. His last nine years especially, his star shined so bright.  He lived his dream of owning and operating his own design firm, Forzina, Inc. and the freedom to follow his own lead. Most of all, he got to have his say about Modern design and living.

Thank you, Denise, for your time in answering our questions. And, for giving us the opportunity to help get your grandfather’s name and accomplishments out into the world. 

We are pleased to announce to our readers that a comprehensive book regarding Edgard Sforzina is being released shortly. This exciting, color-illustrated book delves deeper into his treasure trove of work. It was written and soon to be published with the gracious assistance and in association with the Art Deco Society of Washington, D.C.

You can meet and talk to the authors at the 20th Century Cincinnati Show, on February 26th at 10:00am with a book signing following.

20th Century Cincinnati Show

Chris & Anthony (The Freakin’, Tiquen Guys)

_________________________________________________________________________

Reference List

“Art in Industry.” 1928. The Brooklyn Daily Eagle. November 4, 1928. https://www.newspapers.com/clip/112345525/1928-art-in-industry/ (Accessed Oct. 13, 1922).

Barozzio de Vignole, Jacques. N.d. Rules of the Five Orders of Architecture by M. Jacques Barozzio de Vignole: With a new augmentation by Michel Angelo Bonaroli and others. Paris : Chez la Ve de la F. Chéreau [Rue Saint-Jacques aux 2 Piliers d’Or].

.“Beauty Combined with Convenience in Modernistic Rooms.”1929. Art & Decoration. February, 1929

Bender, Marylin. “Hattie Carnegie’s Shop to Close Early in Year.”: https://www.nytimes.com/1964/11/26/archives/hattie-carnegies-shop-to-close-early-in-year.html (Accessed November, 2022)

Carlhian (Firm) records. 1867-1988. The Getty Research Institute, Los Angeles, Accession no. 930092. https://oac.cdlib.org/findaid/ark:/13030/c8z89dsn/entire_text/. Accessed November 27, 2022

“Commercial Leases.” 1928. The Brooklyn Daily Eagle, April 12 1928. https://www.newspapers.com/clip/112345295/1928-forzina-inc-lease/ (Accessed Oct 31, 2022)

GGArchives.com. 2022. “SS Rochambeau Passenger List – 7 November 1922.” https://www.ggarchives.com/OceanTravel/Passengers/FrenchLine/Rochambeau-PassengerList-1922-11-07.html

Internet Archive, “The New Art — American Made”, https://archive.org/details/sim_interiors_1928-04-15_80/page/108/mode/2up (Access 09 Nov 2022)

Miller, Tom. 2017. “The L. Alavoine & Co. Façade – No. 712 Fifth Avenue.” Daytonian in Manhattan. https://daytoninmanhattan.blogspot.com/search?q=Alavoine. (Accessed, October, 2022)

Patterson, Curtis. 1931. “Georgian Calm with Modernist Repose.” Harper’s Bazaar, April, 1931

Stern, Robert A. M., Gilmarten, Gregory, and Mellins, Thomas. 1987. New York 1930: Architecture and Urbanism between the two World Wars. New York: Rizzoli

Thorne, Oliver. 1930. “The New York Salons of Forzina.” Home and Field Magazine. January, 1930.

Wikipedia contributors, “Waring & Gillow,” Wikipedia, The Free Encyclopedia, https://en.wikipedia.org/w/index.php?title=Waring_%26_Gillow&oldid=1110612657  (accessed November 27, 2022).

Other Articles that were not Cited

Boyd, Jr., John Taylor. 1929. “Milgrim — A Fashion Shop for Women.” Architectural Record. Vol 65. June 1929 523-33

“An Art Moderne Setting for Women’s Apparel.” 1928. Good Furniture. May 30, 1928. 239-44.

Rose, Linda C., Rose, Patrick, Yungblut, Gibson, Hord, Edmonston 2003. Cincinnati Union Terminal: The Design and Construction of an Art Deco Masterpiece. Vol. 1. Cincinnati Railroad Club: Ohio. 75 – 80