Eliot Noyes
Model of Westinghouse Pavilion for the 1964 New York World's Fair, 1961

Corporate design pioneer Eliot Noyes championed the integration of architecture, branding, and graphic design. Beginning in 1960, he was retained by Westinghouse to remake their corporate identity, and this model shows the first iteration of the company’s pavilion for the 1964 New York World’s Fair.

The building is designed to contain eight major exhibits, each contained in a globe forty-five feet in diameter. The eight spheres surround a central lobby, and moving sidewalks carry the viewer from one exhibit to another. For reasons of economy, this scheme was not built.

Artwork Info

Artwork title
Model of Westinghouse Pavilion for the 1964 New York World's Fair
Artist name
Eliot Noyes
Date created
architectural model
painted wood and plexiglas
8 in. × 32 in. × 25 1/4 in. (20.32 cm × 81.28 cm × 64.14 cm)
Date acquired
Collection SFMOMA
Accessions Committee Fund purchase
© Eliot Noyes Industrial Design
Permanent URL
Artwork status
Not on view at this time.

Other Works by Eliot Noyes

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