New York 1960: 666 5TH AVENUE

Monday, June 1, 2015

666 5TH AVENUE

"View looking south along New York's Fabulous Fifth Avenue showing the modernistic 39-story Tishman Building, 666 Fifth Avenue, with its gleaming aluminum and glass facade, a major addition to the city's magnificent architectural achievement. In the foreground is St. Thomas Episcopal Church.

Top of the Six's

666 FIFTH AVENUE

New York 19, New York

"Breathtaking view of Manhattan. Fine food with a continental touch served in an atmosphere of French Provincial elegance. Luncheon, cocktails, dinner, after theater supper. Open Sundays. Plaza 7-6662 for reservations."

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Mission Statement

NEW YORK 1960 is a window into the architecture and urban landscape of New York City from the end of WWII to the Bicentennial as seen through "chrome" postcards from the period. These mid-century cards were printed using a new "chromolithic" process, yielding bright, saturated colors more like a color photograph than any previous postcard printing process. The images and their descriptions provide the contemporary viewer an opportunity to understand how the city saw itself during a time of sweeping changes ushered in by post-war prosperity. They also depict how corporations and cultural institutions embraced and distilled the Modernist aesthetic. Corporations used it in the design of skyscrapers to project an image of power and progress. Cultural institutions employed it to appeal to a younger or progressive demographic. Many buildings have become icons of the era for better or worse.