Modern to order (1940-1960)

Abstract

The research aims to contribute to the analysis of the dissemination of modern canonical architecture in Brazil between the 1940s and 1960s and its assimilation by the private clientele in São Paulo. This dissemination and acceptance coincides with the process of metropolization of the city, characterized by the verticalization of the central areas and horizontal expansion of the urban spot. Therefore, the research begins with the survey of residences built in the period in the middle-class neighborhoods of the southwest vector, especially Jardim das Bandeiras, Sumaré, Alto da Lapa, Boaçava and Alto de Pinheiros, comparing the results with residences published in the periodicals specialized in architecture, in newspapers and magazines of variety and decoration. The intention is to investigate who joined the modern canonical propositions, how and why they were assimilated, seeking to understand the transformations and senses that such propositions assumed by this public. In addition, although recognizing that there was a coincidence between these propositions, the affirmation of new ideals of domesticity, sociability and femininity in the period, they were not the only ones to dialogue with the ongoing modernization process. Other languages were in dispute that ranged from the modern to the vernacular language of the simplified neocolonial, whose agents and motives of choice are also of interest to research. (AU)