000			01999 a2200325 4500
001			1317562607
005			20250317100418.0
008			250312042016GB 25 eng
020			_a9781317562603
037			_bTaylor & Francis _cGBP 55.99 _fBB
040			_a01
041			_aeng
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072	7		_aARC005000 _2bisac
072	7		_aARC000000 _2bisac
072	7		_a720.103 _2bisac
100	1		_aJohn Sadar
245	1	0	_aThrough the Healing Glass _bShaping the Modern Body through Glass Architecture, 1925-35
250			_a1
260			_aOxford _bRoutledge _c20160212
300			_a248 p
520			_bIn the mid-1920s a physiologist, a glass chemist, and a zoo embarked on a project which promised to turn buildings into medical instruments. The advanced chemistry of "Vita" Glass mobilised theories of light and medicine, health practices and glassmaking technology to compress an entire epoch’s hopes for a healthy life into a glass sheet – yet it did so invisibly. To communicate its advantage, Pilkington Bros. spared no expense as they launched the most costly and sophisticated marketing campaign in their history. Engineering need for "Vita" Glass employed leading-edge market research, evocative photography and vanguard techniques of advertising psychology, accompanied by the claim: "Let in the Health Rays of Daylight Permanently through "Vita" Glass Windows." This is the story of how, despite the best efforts of two glass companies, the leading marketing firm of the day, and the opinions of leading medical minds, "Vita" Glass failed. However, it epitomised an age of lightness and airiness, sleeping porches, flat roofs and ribbon windows. Moreover, through its remarkable print advertising, it strove to shape the ideal relationship between our buildings and our bodies.
999			_c3163 _d3163