Buy the personal Studebaker Avanti of the man who designed it

Illustration for article titled Buy the personal Studebaker Avanti of the man who designed it

Raymond Loewy must be the most prolific industrial designer who’s ever lived. After the Coke bottle, the Greyhound Scenicruiser and the interior of Howard Hughes’s Boeing 307, he designed the coolest American sports coupé. Loewy’s Avanti is a 1963 model and here is how it’s described by Los Angeles Modern Auctions:

It was tagged for Raymond Loewy and was actually personally picked up by Avanti designer Thomas Kellogg on April 29, 1963 and delivered to Mr. Loewy. Since Kellogg is from southern California, it is presumed that he drove the car back to California for Loewy’s use in Palm Springs.

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The auction will be held on December 11 and the car is expected to fetch $60,000–$80,000. Just the thing for a very Jalopnik Christmas.

Photo Credit: Los Angeles Modern Auctions

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DISCUSSION

Raymond Loewy included a "pinched waistline, as on le Mans-type racing cars" as one of the mandates for the Avanti's design. This approach to auto body design had already been labeled the "coke bottle curve" for its resemblence to the classic coke bottle. The first Coca-Cola bottle featuring the contour shape, has been acclaimed as "The World's Most Famous Package." The United States Patent & Trademark Office (USPTO) issued a patent for this design to the Root Glass Company in 1915. Raymond Loewy admired the Coke bottle design enough to state that "The Coke bottle is the most perfectly designed package in the world." Raymond Loewy Associates worked for Coca-Cola from the 1940's through the 1960's.

Loewy did not design the original Coke bottle, but he did associate himself with it.

Loewy did create designs for the Coca-Cola Company. He was responsible for designing the Dole Delux Dispenser in 1947, as well as the Dole Super Dispenser in 1951. Loewy also applied for patents for his designs for a Coca-Cola "refrigerator" (a standing cooler) in 1945; an "ornamental design for a truck body" in 1946; and a beverage dispenser with an "ornamental design" in 1946. Loewy Associates did redesign the Coke bottle in 1954.

(Found @ www.theavanti.com)