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Art Deco

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The term Art Deco came from the "Exposition Internationale des Arts Decoratifs Industriels et Modernes", held in Paris, in 1925.[1] In reality the style had been evolving since the end of the Edwardian period, (circa 1910), taking the place of the bucolic, yet beautiful, art nouveau style.
In short, the art deco movement focused on the post-industrial beauty that was often overlooked by the urban dwellers of the era.
It captured the spirit of ars gratia artis (art for the sake of art), often competing in architecture beside the Wrightian utilitarianism of "form follows function".

References

  1. http://www.huntfor.com/arthistory/C20th/artdeco.htm