In this article in HABITAT magazine, the architect Jacob Ruchti introduces the industrial design course at the recently opened IAC (Instituto de Arte Contemporânea) at the MASP (Museu de Arte de São Paulo). The article discusses the professional experience of the industrial designer who, according to the author, is one of the most important of the twentieth century. The author notes how important the IAC was to a developing city like São Paulo which, at that time, was experiencing explosive industrial growth. Ruchti describes the school at the MASP as a reflection of Bauhaus ideas in Brazil, since it closely adheres to the guidelines established by the Chicago Institute of Design that made a name for itself in the United States by following the teaching methods used by the Bauhaus in Dessau. He also explains that, at the IAC, industrial design is considered to be an integral part of architecture.

The text of the article that appeared in HABITAT magazine was taken from a publicity folder, produced by the IAC (Instituto de Arte Contemporânea) in São Paulo, which included the program for the industrial design course. The IAC brochure appeared in 1950, before registration was opened for the industrial design course. A number of artists who studied at the Instituto went on to successful careers in the field of Brazilian industrial design, including Alexandre Wollner, Maurício Nogueira Lima, Antônio Maluf, Estella Adonis, and Emilie Chamie.

[For information about the IAC, see in the ICAA digital archive the articles by Ruchti “Composição” (doc. no. 1087056); by Lina Bo and Pietro Bardi “Uma escola de desenho industrial no Museu de Arte” (doc. no. 1110325); the anonymous “Finalidades do I.A.C., no Museu de Arte: pretende colocar os modernos métodos de produção a serviço da arte contemporánea” (doc. no. 1087137); and the also anonymous “Instituto de Arte Contemporânea” (doc. no. 1086836)].

Ever since it was founded, in 1947, the MASP’s mission was to educate the general public about modern art. The museum developed a comprehensive program that included educational exhibitions about art history, lectures, courses, and exhibitions of works by contemporary artists such as Le Corbusier, Alexander Calder, Max Bill, and Paul Klee. 

The IAC (1951–53) operated out of the MASP in São Paulo. Its systematized approach to the teaching of industrial design in Brazil made it a pioneer in its field. The course was described as a necessary spur to the cultural awareness and development of the city of São Paulo at the peak of its industrial boom. The program outlining the course was possibly written by the director of the MASP, Pietro Maria Bardi and the architect Lina Bo Bardi, the founders of the IAC. Both were members of the faculty at the Instituto and—as boosters of modern taste and art methods that were compatible with the machine age—discussed their ideas in articles that appeared in a widely-read publication they produced, HABITAT magazine. 

[For other articles published in HABITAT magazine, see by Werner Haftman “As artes maiores na cidade” (doc. no. 1110405); “Primeira exposição nacional de arte concreta no MAM-SP” (doc. no. 1306788); “Salão da Propaganda Brasileira” (doc. no. 1305176); and by Theon Spanudis “A importancia educativa da arte contemporânea” (doc. no. 1110402)].