Why was Raymond Loewy’s redesign of the Gestetner copier a major success?

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octagonal electric teakettle — Industrial design Octagonal electric teakettle of hammered silver, with cane-wicker handle, designed by Peter Behrens for AEG (Allgemeine Elektricitäts Gesellschaft), Berlin, c. 1909.

Raymond Loewy’s redesign of the Gestetner copier was a major success because it introduced a form so effective and aesthetically enduring that the design remained unchanged for 40 years.1

This project served as a pivotal moment in Loewy’s career, marking his first significant achievement in industrial design after he immigrated to the United States. By applying his philosophy of creating functional, simplified forms, Loewy demonstrated the value of professional design in enhancing both the appearance and utility of commercial products. This success helped establish his reputation and paved the way for his later work, which defined the "streamlined" aesthetic that became a hallmark of American consumer culture throughout the 20th century.1