Lee Iacocca (right) lights a candle with Henry Ford II (center) and Don Frey to celebrate the Ford Mustang’s first birthday in April 1965. (THF113838)

A Born Salesman
Lee Iacocca, the charismatic corporate executive whose long careers at Ford and Chrysler made him one of the best-known businessmen in America, passed away on July 2 at age 94. With his passing, the automotive industry lost one of its most colorful figures of the last 60 years.

Born and raised in Allentown, Penn., Iacocca earned a degree in industrial engineering from Lehigh University in 1945. Given his location, one might have expected him to take a job in the steel industry. But Iacocca was one of those people with gasoline in the veins. He wanted to build cars – specifically, he wanted to build them for Ford Motor Company. He joined the Blue Oval in 1946 as an engineer. But for a born salesman like Iacocca, it was an awkward fit at best. He asked for a reassignment to sales in Ford’s Philadelphia district, and his career blossomed from there.

Iacocca first attracted attention from senior Ford managers with a novel promotion in the mid-1950s. He dreamed up a “’56 for 56” gimmick in which customers could buy a new 1956 Ford with 20 percent down and monthly payments of $56 thereafter. It was simple, it was catchy, and it was a hit. The promotion earned him a transfer to Ford’s world headquarters in Dearborn.

Total Performance
Lee Iacocca made no small plans. Barely into his 30s when he moved to Dearborn, Iacocca resolved that he’d be a Ford vice president by age 35. Though he climbed up the ranks quickly, he missed his goal – Iacocca wasn’t named Vice President and General Manager of the Ford Division until he’d turned 36. By a twist of fate, Ford President Robert McNamara left to become President Kennedy’s Secretary of Defense soon after Iacocca’s appointment. Iacocca’s influence at Ford Motor Company increased accordingly.

Young, enthusiastic, and a car guy to the core, Iacocca was the polar opposite of McNamara, whose major accomplishments at Ford included turning the sensuous two-seat Thunderbird into a four-seat family sedan. (Though to be fair, McNamara nearly doubled Thunderbird’s sales as a result.) Iacocca wanted his company to think young. He remembered the Ford V-8 of his own youth which, with help from legions of hot rodders, gave Ford a performance image. Chevrolet snatched that image in the mid-1950s with its small-block V-8 and its classic “Tri Five” Chevys of 1955-57.


Iacocca (right) with Jimmy Clark (center), Benson Ford, and the double overhead cam V-8 that Ford developed for the Indianapolis 500. (THF110520)

Among Iacocca’s first moves were to get Ford Motor Company back into racing. He greenlit a striking mid-engine sports car prototype and then – with Henry Ford II, Leo Beebe, Carroll Shelby, Jacque Passino, and others – launched an all-out assault in nearly every form of racing under the banner “Total Performance.” By decade’s end, Ford had racked up victories in NASCAR, on drag strips, at Indianapolis, and at Le Mans. But Iacocca’s tenure at Ford is forever tied to one car.

The Youth Car
Working in secret with a select team, Iacocca pitched the need for a “youth car” targeted at the up-and-coming Baby Boomers. He wanted something with the appeal of a Thunderbird, the look of a Ferrari, and the economy of a Volkswagen – a tall order to be sure. But Ford’s designers and engineers rose to the challenge. In one of the automotive industry’s great triumphs, they put a sporty body on the existing Ford Falcon compact car chassis, produced a seemingly endless menu of options and accessories that encouraged customers to personalize, and dubbed their new creation “Mustang” – a name that evoked freedom, open spaces, and, in the words of one marketing expert, “was American as all hell.”

Ford optimistically hoped to sell 200,000 Mustangs in the first model year. But the car’s splashy launch – at the 1964 New York World’s Fair – and a savvy marketing campaign kicked off a mania rarely seen in automotive showrooms. By the end of the 1965 model year, more than 680,000 buyers had taken a new Mustang home.

Mustang’s success made Iacocca a household name. But his rising star contributed to growing tensions between Iacocca and Henry Ford II, the company’s chairman and ultimate authority. After several difficult years, their strained relationship foundered and, in 1978, led to an acrimonious parting of the ways between Iacocca and Ford Motor Company.


Iacocca found the perfect pitchman for Chrysler – himself. His print and television ads made him one of the best-known business figures in the United States. (THF103024)

A Second Act
No one could have blamed Iacocca if he’d retired then and there. The Mustang alone was enough to secure his legacy. But retirement wasn’t Iacocca’s style. He missed being at the center of the action. When the failing Chrysler Corporation offered him the job of CEO, he couldn’t resist. Iacocca’s second act was even more impressive than his first.

Iacocca took over a company in ruin. Chrysler was losing millions with little hope of recovery. His first and most important act was to secure a loan guarantee from the U.S. Congress. He then set about rebuilding the automaker’s product line. First came the K-Car, a highly-adaptable front-wheel drive platform that Chrysler offered under any number of makes, models and designs. Then came another vehicle that, like the Mustang before it, transformed the industry. The minivan, manifested in the Plymouth Voyager and the Dodge Caravan, was born of an idea Iacocca had toyed with at Ford to no avail. At Chrysler, the innovative minivan became a best-seller that redefined the family car for a generation of Americans. To top off his achievements, Iacocca added an evergreen marque to Chrysler’s lineup when he acquired American Motors and its enduring Jeep brand in 1987.

Eager to restore faith in Chrysler vehicles, Iacocca personally vouched for his products in a series of memorable television and print ads. He ended many of them with a simple, straightforward challenge to his audience: “If you can find a better car, buy it.” The ads were effective, and he enjoyed making them. In truth, he enjoyed the limelight. Through the 1980s, Iacocca added to his celebrity by writing two best-selling books, leading a successful effort to restore the Statue of Liberty, and appearing in a bit part on the popular TV series Miami Vice. For a time, there was even serious talk about Iacocca as a candidate for President of the United States.

Enough for Two Lifetimes
Iacocca retired from Chrysler in 1992. He’d returned the company to profitability, restored its reputation, and repaid its government loan. But even then he didn’t really retire. With billionaire Las Vegas developer Kirk Kerkorian, Iacocca launched an unsuccessful takeover attempt of Chrysler in 1995. Ten years later, he returned to Chrysler – by then under German ownership as DaimlerChrysler – to shoot a few commercials, reprising his trademark “If you can find a better car…” slogan.

Lee Iacocca seemed to live two lifetimes in his 94 years. He enjoyed success at two car companies, and he fathered two groundbreaking vehicles. Iacocca lived to see the Mustang turn 50, and to see Chrysler fall into bankruptcy once more before remerging as a part of FCA. He will be remembered as long as there are people who love cars like he did.

Matt Anderson is Curator of Transportation at The Henry Ford.

Pennsylvania, Dearborn, Michigan, 21st century, 20th century, racing, Mustangs, in memoriam, Ford workers, Ford Motor Company, cars, by Matt Anderson

The Budd Company approached American Motors Corporation in 1962 with this concept car, which placed a sporty body and a powerful V-8 on an inexpensive Rambler Ambassador chassis. Fearing it would fail, AMC decided against putting the car into production. Two years later, Ford's Mustang became a massive hit using the same idea of a sporty body on an existing chassis.

Learn more about getting this car ready for the 30th Motor Muster, then see it for yourself June 15-16 in Greenfield Village.

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conservation, collections care, #Behind The Scenes @ The Henry Ford, car shows, Michigan, Dearborn, 20th century, 1960s, Motor Muster, Greenfield Village, events, convertibles, cars

In the 1950s, big cars ruled. Even low-priced cars like Plymouths, Chevrolets, and Fords were good-sized. The Nash Rambler was smaller and cheaper, with similar interior room.

1950 Nash Rambler Convertible THF90351 

Smallness was not attractive in itself, so Nash -- which competed for the same narrow slice of the market with small cars like the Crosley, the Willys, the Hudson Jet, and Kaiser’s Henry J -- pitched the Rambler as a small car that seemed big.

1950 Nash Sales Brochure, "The Smartest, Safest Convertible in the World" THF84551

Nash tried to make the Rambler appeal to everyone by giving it a little bit of everything—even seemingly contradictory things: economy and luxury, convertible and hardtop, small enough to park and big enough to seat five, as safe as a sedan and as sexy as a sports car.


THF84553

But if big was so appealing, why build small cars at all? The sales figures added up to one answer—don’t. There simply weren’t enough buyers, and all the tiny cars failed.

From the staff at The Henry Ford.

20th century, 1950s, convertibles, cars

Thanks to some digging into our collections, Chicago-based writer and editor James Hughes, son of director John Hughes, discovered some surprising connections between National Lampoon’s Vacation, which his father wrote, and The Henry Ford. In 2017, James joined Curator of Transportation Matt Anderson for a discussion about that connection, his father’s writing inspiration, and the time-honored tradition of the family road trip, both then and now.

Matt Anderson: James, of course it should be noted that your father wrote the screenplay for this picture, and here we are. And, of course when think about your father's films, whether it's Sixteen Candles, Pretty in Pink, Weird Science, right up to Uncle Buck, we tend to think of Chicago. The films are always rooted in that city or that area. But in fact, he's got some connections to southeast Michigan.

James Hughes: My father was born in Michigan in 1950, in Lansing, and spent his childhood in Grosse Pointe. It was probably around junior high age, I want to say around 12, possibly older, when his family moved to the North Shore of Chicago, to the suburb of Northbrook, which became the inspiration for the fictional town of Shermer, Illinois, where my father set many of his films, particularly in the ‘80s. I was thinking about this relation to Vacation—there are several Michigan connections. For one, Vacation was a summer movie, released in 1983. Within a few weeks of it, Mr. Mom was released as well, another screenplay he wrote, which was set in suburban Detroit. The Michael Keaton character, at the beginning of the movie, is fired from his job at Ford Motor Company. But before there was the screenplay for Vacation, there was my father’s short story, titled Vacation ’58. The Griswold family lived on Rivard Boulevard in Grosse Pointe. So, that was where the journey began.

You know, it's interesting, I've said this many times about my dad. He took a pretty significant step back from the movie business in the late '90s and early 2000s. But he continued to write every day. He was a very disciplined writer. And in his later years, before he passed away, he was working on developing his prose style. He was writing hundreds and hundreds of short stories. And there was an interesting series of stories within that about his Grosse Pointe childhood. He made himself the narrator, in much the same way that the Vacation short story was from the point of view of Rusty, the son. To tell his own stories, he created a character based on himself and wrote under the pseudonym JL Hudson, as a nod to the Detroit department store, in much the same way that the Griswold family is a nod to Griswold Street in downtown Detroit.

Matt: Your father, in the early-mid 1970s, he's working at an ad agency, right? For Leo Burnett in Chicago? Really one of the best-known ad agencies in the world, at that point. And he's got a successful career, but as I understand it, he also has kind of a shadow career. He's moonlighting on the side, right?

James: All throughout the ‘70s my father was a freelance humor writer. He got his start at a relatively young age. He was in his 20s, maybe, I want to say 22. And he was writing jokes for stand-up comedians. Rodney Dangerfield was one, Phyllis Diller was another. He would maybe write 10, 20 jokes a day and mail them off to comedians, and would get paid per joke, if that line was used in their acts. He was able to roll that into writing for publications. At the time, in the mid-70s, Chicago had a deeper publishing footprint than it has now. And the big magazine was Playboy, so he wrote a few humor pieces for Playboy, and conducted an interview or two for them as well. Concurrently, he was a copywriter and, ultimately, a creative director at Leo Burnett.

The big prize was to write for National Lampoon, which was, to him, the preeminent comedic voice in the country. He was really honored to contribute to the Lampoon. And he was able to pull this off in part because he often commuted from Chicago to New York. In particular, he was servicing the Virginia Slims campaign for Phillip Morris, which was based in Manhattan. So, either before or after meetings, he was able to sneak off to the National Lampoon offices, which were also in the epicenter of the New York advertising row, on Madison Avenue.

It's common for advertising writers to, say, work on their novel at night, or work freelance on the side. My father actually wrote at work quite often, at his desk. And his boss, Robert Nolan, allowed it because he wanted to keep him working on ad copy. Rob wrote an interesting piece for the Huffington Post soon after my father died, in 2009, where he recounted what it was like to be John Hughes' boss, knowing he was living this sort of double-life as a comedy writer. He likened it to a kind of Ferris Bueller/Principal Rooney dynamic, where my father was always able to stay one step ahead, and somehow get all of his work done, and somehow get to work on time, while also contributing steadily to the Lampoon, where he eventually earned a spot as an editor on the masthead, all while living in the North Shore of Chicago and skirting a move to New York. 

Matt: Fantastic. Well, let's talk about that short story, Vacation ‘58. This is a real defining moment. Sort of a milestone in your father's career, right? He makes this decision now to move away from Leo Burnett and commit himself to writing full time.

James: This story was published in September 1979, which was about six months or so after I was born. So he was a young father of two and had all the commitments that come with that. But he enjoyed writing and contributing to the Lampoon so much that he took the risk and quit his job at Leo Burnett. He was on the verge of becoming a VP, though he quit to pursue writing full-time. Fortunately, for him, the release of National Lampoon’s Animal House in 1978 was such a smash that several Lampoon writers were being poached by the studios or offered development deals. And without my father even knowing, his short story was optioned by Warner Bros., pretty much upon publication. And though he had to work in the trenches on several projects between, let's say 1979 and 1983, when Vacation was released, it really did help launch his career.

Matt: Let's talk for a moment about the short story. The movie is a fairly faithful adaptation, going from that short story. But there are a few changes here and there, and one of the major changes, in fact, was quite a big change to the ending. And I should, just to do it justice, read the opening line:

"If Dad hadn't shot Walt Disney in the leg it would have been our best vacation ever."

I think that pretty much sets up the story beautifully. But that gets to the ending, which is quite different from what we see in the film.

James: Of course with the film, they weren't able to have Walt Disney portray himself—that might've been a bridge too far. The Roy Walley character was created for the purpose of the film. And yes, the ending of the short story is pretty rough, as much of the humor in the Lampoon was back then. Clark uses live rounds, it’s not a…

Matt: Not a BB gun?

James: No, not a BB gun. But when Clark arrives at the park, only to find that it's closed for repairs, he snaps and takes the family to the Bel Air home of Walt Disney and shoots Walt in the leg. Walt’s security dog doesn’t fare well, either.  

Matt: Just the happy ending everyone wants. My understanding is they originally shot something like that for the film, and then realized it didn't play all that well with the test audiences.

James: True, yes. You know, perhaps because of my father’s advertising background, he was open to the test-screening process—the kind of diagnostics you learn from test audiences, and how you can adjust the picture accordingly. Of course, he wasn't the director of the film, but he was, as a result of the rather rough ending, which audiences rejected, brought back in to write an entirely new ending at the request of Harold Ramis, the director.

Matt: Speaking of that, when you think about your father's films, really starting in the mid-80s and on—films like Sixteen Candles, The Breakfast Club, and Ferris Bueller's Day Off—these are movies where you really see a large degree of creative control. He's writing the story, then directing, very much able to bring his vision to the screen. And that's not the case, of course, early in his career. He's written the screenplay for Vacation and adapted it from his short story, but he's turned over control, at some point, to Harold Ramis. And I wonder if you had any insight on that experience. If that was difficult for him?

James: I think the process of changing the ending, that might've been an area of difficulty. As a young writer for hire, he didn’t have much power in the industry. But I think time has certainly proven that Harold was a great choice to direct this picture. And casting is such a big part of the process, and I know my father was pleased with the cast that Harold and his team put together. I know they worked closely, but in terms of being on set, I don't believe he was there very much. Obviously with it being a road picture, the majority of which was filmed in Colorado and out west, I don't believe he was actually physically present for much of it. Though, I would imagine, because of that triage situation with the ending, he was brought closer into the fold.

Matt: This leads me to my next question, of talking about the road picture. From what I understand, it was more or less like a vacation for the cast. They were traveling to these places. The whole crew and support trucks, depending on the outfit. But, I was curious about your own family vacations. Did you take trips with your father, your parents? Have you had any wacky adventures or stories to share?

James: I was raised in Illinois, but my father's career demanded we move out west, to Los Angeles, from the mid- to late 80s. So much of my childhood was about alternating between Illinois and California. We kept our house in Illinois and went back often, so that meant a lot of air travel. I don't have any major road-trip stories to offer, unfortunately. As I grew older, we did travel by car with my grandparents to the Northwoods. My father, to some extent, rolled some of those experiences into his screenplay for The Great Outdoors, along with his own memories of traveling and exploring the Upper Midwest when he was younger. Or perhaps it was just him longing to revisit that corner of the world after being stationed in Los Angeles for years.

In 1990, when Home Alone was released, it was really the first time his work went truly international. He generally wrote stories that catered to a domestic audience. These were regional stories, particularly about the Midwest. And Home Alone changed the whole paradigm. That franchise played so widely overseas, which meant an obligation to do foreign press and promote the franchise around the world. And then he had a couple productions based in London, which meant going to England quite often. In a way, in the '90s, he made up for lost time. He was simply too busy for us to do any extensive road trips like the one in Vacation. But later in life, he made up for it, particularly by trying to open the world to the family a bit more, with overseas travel.


Model with 1979 Ford Country Squire Station Wagon. THF294571

Matt: Being an automotive curator, we've got to talk about that car. It’s more or less based on a 1979 Ford Country Squire station wagon, and just made up to look as gaudy as possible. You know, why do four headlights when you can do eight, right? I wondered if your father had any input on the design?

James: You know, I can't say for sure if he did. I would imagine, when you go from the page to the screen, there are so many different people making decisions—the art director, production designer, prop master, the director himself—that I don't know if, as a screenwriter, he was able to have input on the model that they chose and customized. I do know that from the short story, it's a Plymouth.

Matt: Right, a '58 Plymouth.

James: A  running joke early on in the short story is how long it takes for the Griswold family to actually leave the house, or even just leave the state of Michigan. And one of the reasons is that the Plymouth dies. And Clark laments and kind of kicks himself for the fact that he didn't buy a Ford.

Matt: Right. There you go!

James: In the early '90s my father was working at 20th Century Fox. At that time, one of the hit shows on the Fox network was Married With Children. I remember my dad mentioning, offhandedly, that the opening shots of that show’s title sequence were from Harold's second unit photography on Vacation. That always stuck in my mind, and I never quite knew if it was true. I've seen that noted online here and there, but I wanted to confirm it before mentioning it here. I asked my friend Schawn Belston, head of archival and digital restoration at Fox, if he would ask around the lot on my behalf. Fortunately, there were some people who confirmed that, in fact, yes, Married With Children opens with the footage from Vacation. There was a very kind film stock librarian at Fox, Wendy Carter, who went so far as to track down Carl Barth, the aerial photographer who shot the Family Truckster driving through Chicago, to verify. It was noted that, if you look carefully at the title sequence for the show’s first three seasons, you can see the Family Truckster drive by. I believe it's on the Dan Ryan Expressway. A strange pop-culture afterlife for the Truckster.

Matt: I think they built maybe a total of five cars for the movie. I'm sure there was a hero car that was fully tricked-out, and then of course they had some stunt cars for the jump and so forth. But it's beloved. It's always interested me. I think if this film had been made even just a year or two later, they probably would've been driving a minivan, because this is the tail-end of the station wagon era.

James: That's true.

Matt: Vacation is essentially your father's big break, right? This is one of his first screenplays, and it's a hit film. There's no two ways about it. I would imagine, from that perspective, if nothing else, it would have a certain meaningfulness to him. But also, as you watch the movie, you notice that two of your father's future collaborators, Anthony Michael Hall and John Candy, both appear in this movie as well. I wondered if that's perhaps how he first crossed paths with them?

James: I believe that's the case. I'm glad you mentioned that. I appreciate that, because those are two actors, certainly John Candy, who my father cherished collaborating with. I don't think there are any two actors he gave more latitude to improvise or to develop characters alongside him when he was directing than Candy and Michael Hall. Another actor he admired was Eddie Bracken.

Matt: Yes, Roy Walley.

James: Eddie Bracken was cast to play Roy Walley, and I imagine it must've blown my father's mind at the time. He was a big fan of Preston Sturges, one of the great writer/directors of the 1940s, perhaps best remembered for Sullivan's Travels, which was one of my father's favorite movies. Bracken was the star of two of Sturges' greats, Hail the Conquering Hero and The Miracle of Morgan's Creek. It had to be a trip for him to have Bracken reading his dialogue. And he actually circled back later in his career and hired Eddie a couple of times more. Perhaps most prominently in Home Alone 2, when he was the toy-store owner in New York.

Matt: They talk about actors and roles they were born to play. I've always thought that about Eddie Bracken in this movie, you know, just the perfect sort of spitting image of Walt Disney. A great stand-in. There's some other, of course, perfect performances in this movie. Think about Randy Quaid as Cousin Eddie. Sort of steals every scene he's in. Imogene Coca, of course, a legend in TV comedy from Your Show of Shows. Brian Doyle-Murray, who plays the campground owner. Slight continuity error here because he returns in Christmas Vacation as Clark's boss, but we'll let that go for now. But I wondered, as we watch this movie, it's full of so many wonderful moments. I wondered if you had any favorite scenes or moments in this movie that you've continually referred to.

James: I'm partial to Clark's meltdown when the family throws in the towel and declares they're ready to head home. I think my father had a particular knack for writing passive-aggressive rants.

Matt: There's so many great moments in this movie. I kind of think of it as America's favorite R-rated family film. It's just so timeless. You think of the short story being written about a trip in 1958, this movie made in 1983, yet the situations are still recognizable to all of us today, taking a road trip in 2017.

Part of the reason we’re chatting is because there is a surprising connection between this movie and The Henry Ford. The collections in The Henry Ford, specifically. We see it right away in the opening title sequence of Vacation. Tell us a little bit about that.


Trout Haven Billboard, Spearfish, South Dakota, 1980. THF239534

This inspired me to reach out to the title designer, Wayne Fitzgerald, who’s a giant in his field. He’s retired now and lives in the Pacific Northwest. He created the titles for My Fair Lady, Judgment at Nuremberg, Bonnie and Clyde. The titles for the Netflix series Stranger Things are patterned after Wayne's titles for The Dead Zone, which was released a few months after Vacation. He and his son and collaborator, Eric, also worked on the titles for The Breakfast Club and filmed the shot where the title card with the David Bowie quote shatters at the start.

I had a great conversation with Eric, about what it was like putting the Vacation titles together, back when they were cutting to Lindsey Buckingham’s “Holiday Road” demo tape, which Eric remembered having no lyrics yet, only melodies. At one point, Buckingham riffed on Wayne’s name, to fill space during the verses.


Hat N' Boots Gas, Seattle, Washington, 1980. THF238979

I mentioned the Margolies archive to Eric, who of course remembered his images. What The Henry Ford has in the collection is even more special than what’s in the movie, because you have the slides themselves, John’s original photography. The titles for Vacation were made in the pre-digital era, so they were reproductions that were taken from books, as Eric explained, and then shot as animation cels. Many of them were Margolies’ images, which were doctored by Fitzgerald and his crew to appear as if they were postcards—given captions or a certain trim or border. Wayne and Eric were pleased to hear about this connection to the Margolies archives.

It’s great that Margolies, all these years ago, captured an America that was vanishing. Here we have a movie that's already over 30 years old. So fortunately, some of Margolies’ images live on, not only in the movie on a mass scale, but in the permanent archives of the museum. I think it's this really wonderful connection, and I'm thrilled that it's brought us to this discussion.

Matt: Those are two things we love here: highway travel and roadside Americana. You get both of them in the Margolies collection. James, thanks for chatting with me.

James: I'm happy to be here, thank you.

1980s, 1970s, Illinois, Michigan, 20th century, 21st century, 2010s, travel, roads and road trips, popular culture, movies, John Margolies, cars

The Walking Office Wearable Computer is a visual prototype model that was created by the collaborative design group Salotto Dinamico in the mid-1980s. Salotto Dinamico, which translates to “dynamically, we grow,” was composed of Vincenzo Iavicoli, Paolo Bettini, Maria Luisa Rossi, Maurizio Pettini, and Letizia Schettini.

Image of poster advertising Salotta Dinamico’s “The Walking Office” THF291245

While all five members of the group had input in the project, Vincenzo Iavicoli submitted the concept as his 1983 undergraduate Industrial Design thesis at the ISIA school in Florence, Italy (under the guidance of his mentor, Paolo Bettini). The designers entered a physical model of the ideas in Iavicoli’s thesis in the 1985 Mainichi International Industrial Design Competition in Tokyo, Japan. The Walking Office won the top prize in the “Harmonization of Office Automation and Environment” category, attracting global attention in design, fashion, and technology publications. It was featured on the covers of Domus, ID, and Interni magazines, and received coverage in Brutus, Vogue, and approximately 70 other publications. The success of the project sparked the careers of the youngest members of the group, Iavicoli and Rossi, who formed their own successful design consultancy and became educators in Industrial Design programs around the world.


Designers Vincenzo Iavicoli and Maria Luisa Rossi at the 1985 Mainichi International Industrial Design Competition THF274743

The Walking Office model is made of polished chrome. Two pieces fit together to form a keyboard, the display arch fits into the keyboard to serve as a display, and a cassette recorder links up with an acoustic coupler modem to record and transmit data through any available telephone line. The Walking Office also doubles as personal adornment, with the keyboard pieces worn on the shoulder and the display arch as a headpiece (looking much like a mohawk). It combines the expressive aesthetic detail of 1980s Italian design with provocative high-tech materials to create an unapologetically cyberpunk-chic device. The Walking Office was not meant to be concealed (comparisons might be drawn between it and the Google Glass Explorer program of recent years), and its seductive styling was quite revolutionary in 1984. In a 2016 interview, Iavicoli recalled that though Japanese designers adeptly diffused new technologies into the mainstream, they had not yet begun to focus consistently on styling their devices.  Early in the prototyping process, Iavicoli decided not to try to compete with the fast pace of technology, prioritizing strategy and concept instead.


Model wearing “The Walking Office” prototype THF274747

Iavicoli’s thesis explored the design-thinking process behind the prototype: the history of physical office spaces (desks, lighting, cubicles, seating), the technology utilized within them (computers, calculators, modems, keyboards, online systems), and intangible aspects such as the psychology of work environments and spatial arrangements.


Page from Vincenzo Iavicoli’s undergraduate thesis THF275237

The designers of the Walking Office explored negative and positive elements of its proposed function. On one hand, they described it as “an Orwellian omen condemning portable work” (anticipating the desire of today’s knowledge workers to “unplug” themselves from the distractions of always-on technology.) A more positive spin situated the Walking Office as a route to freedom that would allow people to embrace the “amoral and amusing” aspects of creative work. They imagined “electronic machines…coming out of the office, conquering urban space, dwellings, golf courses, bars and beaches, becoming natural body accessories.”


Drawing imagining “The Walking Office” in use THF274752

The Walking Office was pitched as a “techno-human” object. As a modern prosthetic, it subverted where (and when) the office could be, essentially turning the human body into a mobile workstation. It proposed the same type of fluid interactions with technology as one would have with pens, watches, and eyeglasses. And finally, it provided an alternative method of accessing and using information in an efficient way.

Kristen Gallerneaux is Curator of Communications and Information Technology.

20th century, 1980s, Europe, technology, portability, design, computers, by Kristen Gallerneaux

Today, The Henry Ford mourns the passing of Damon J. Keith, a civil rights icon and courageous champion for social justice. Judge Keith was the driving force in high impact cases which shaped our local community, our country and our collective national conscience. He was a leader, scholar, beloved mentor and dear friend of many, including The Henry Ford. During his visits to our campus, he took particular delight that among the automotive, aviation, power generation and agricultural exhibits presented on the floor of the museum, a visitor could also experience our With Liberty and Justice for All  exhibition which presents the story of America’s historical and ongoing struggle to live up to the ideal articulated in the preamble of the Declaration of Independence.



We were also honored to host Judge Keith as our honored guest in 2011 when The Henry Ford had the rare privilege of putting the original Emancipation Proclamation on public display. We wanted to preserve some of the special moments and memories the event generated in over 21,000 visitors who viewed the document during its 36-hour public presentation via a limited printing, non-commercial commemorative keepsake book, and we were honored to include Judge Keith’s reflections on the document’s significance as the book’s close.

Judge Keith’s passing is a true loss for Detroit, Michigan, and our nation, but his inspirational and unwavering commitment to justice and civil rights will be his living legacy. 

21st century, 20th century, Michigan, in memoriam, Detroit, Civil Rights, African American history

Many of us celebrate Easter with a number of traditions: dyed eggs, baskets full of candy, or decorations inspired by spring, just to name a few. Many of these traditions go back in history more than 100 years. 

At Edison Homestead in Greenfield Village, we showcase a variety of activities during the Easter weekend that would have been enjoyed around 1915. Where do we find our inspiration? Much of the instructional information used to plan these activities come from promotional booklets from companies like Dennison Manufacturing Co. and their Dennison’s Party Book, or from magazine publications like the Ladies Home Journal, both available to families at the time.

In 1915, Easter crafts ranged from decorative pieces for the table to edible delights.  Dennison Manufacturing Co., which today is now known as Avery Products Corporation, was a large supplier of inexpensive paper products that encouraged decorations for any number of parties, including an Easter celebration. Listings in the Dennison’s Party Book contain a rabbit with basket of eggs decoration, decorated crepe paper, bon bon boxes, and purple and white festoons, all of which were priced at 25 cents or less. They also suggest how a table might be decorated using the items they have listed for sale as well as homemade items (made of paper, of course). 

Easter cards are one of the projects suggested in The Ladies Home Journal, 1912 April edition, and would have been an inexpensive craft to make as a gift. In fact, the journal states that, “[Easter] gifts should always be simple and inexpensive; if they are made rather than bought, so much the better.” Using images from flower catalogues, garden and agricultural magazines, the picture is traced on a folded edge of thick paper to create the body of the card. Once cut out, the image is then colored in and an insert is created to write an Easter note to the recipient.

Like our own Easter traditions today, the journal included many references to sweet treats that could be given as gifts. Chocolate eggs could be made by carefully removing the raw egg from the shell, washing the shell, then filling it with melted chocolate. Once cooled, the egg shell could be colored and decorated with crayons and colored pencils, with a scrapbook pictured glued over the opening. Not only were sweets made, but so were displays to put them in. Moss glued onto a half egg shell provided a holding space for small candy eggs or jelly beans.

Feeling inspired and ready to try creating your own archive-inspired holiday decorations? Stop by the Benson Ford Research Center to see a copy of the Dennison's Party Book for yourself.

Emily Sovey is Supervisor of Inspiring and Living History at The Henry Ford.

20th century, 1910s, research, making, home life, holidays, Greenfield Village buildings, Greenfield Village, Easter, by Emily Sovey

It’s not every day that you get to see a newly acquired artifact in action – in Greenfield Village just weeks before the opening of the 2019 season.



Meet the 1971 Wooster, Ltd. Sno-Bob, recently acquired by The Henry Ford. A Sno-Bob, also referred to as a ski bike, ski bob, or ski toy, is a bicycle frame attached to skis instead of wheels, or sometimes to a set of foot skis. The origins of bicycle-ski contraptions like the Sno-Bob date back to the mid-1800s. Equipped with real skis and a steering system to give the rider more control than a standard sled, the Sno-Bob is a unique offering in the world of winter toys.



The Sno-Bob isn’t just a fun winter-themed toy, it’s a bit of a rare find for our collections. As a society, we don’t buy as many snow toys to begin with, let alone save them to be possibly donated to a museum in the future. The Sno-Bob also has a connection to the Beatles, too: those loveable Liverpudlian mop tops ride Sno-Bobs in the Austrian Alps during the “Ticket to Ride” sequence in Help!, their second movie.

While not quite the Austrian Alps, you can see our Sno-Bob in action in Greenfield Village earlier this winter as Conservator Cuong Nguyen takes it out for a spin. While we generally don’t “play” with the artifacts in our collection, we feel that this toy is unique enough to justify video documentation showing how it’s used. (We’re fortunate that the weather cooperated with our plans this winter.)

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2010s, 21st century, 20th century, 1970s, winter, toys and games, by Matt Anderson, by Jeanine Head Miller, by Charisma Tatum, #Behind The Scenes @ The Henry Ford

With mail order catalogs, rural Americans could choose from among a much wider variety of goods than at their local general store. THF119939 and THF115221

Today, shopping opportunities are everywhere—as a way to purchase things we need, as well as leisure time entertainment. We cruise the mall, trod the aisles of big-box stores, browse the shelves of trendy boutiques, roll our carts down the grocery store aisle, stop off at the convenience store, flip through store catalogs delivered to our door, and shop online. We can even shop from the convenience of our smartphone or tablet. Shopping is now a 24-7 opportunity filled with endless choices of goods made all over the world.

During the late 19^th century, things were quite different. Most Americans lived on farms or in small villages--shopping choices were limited. Yet, the advent of mail order shopping was opening up a world of new possibilities.

Shopping Locally
Where did most rural people shop during the late 19^th century? Usually the small stores located at a nearby village or town or perhaps a general store located at a country crossroads.  These stores provided a narrow selection of items that served the needs of the locals, yet offered shoppers the tactile experience of handling the goods before deciding to purchase. Factories were turning out consumer goods of all kinds, advertising trumpeted the merits of the products to potential customers, and railroads made it easier to get those goods to rural stores as well urban ones—so rural shoppers in America’s hinterland could obtain some of the same or similar items found in the city. 

Still—small town shopkeepers couldn’t afford to stock an endless variety of merchandise to broaden their customers’ choices. So, instead of selecting from dozens of shoe styles or tableware patterns, or printed fabric designs, rural customers often made their choices from whatever goods were at hand in the local merchant’s store.

Mail Order Shopping Debuts
During the final decades of the 19^th century, America’s farmers developed a growing discontent towards institutions they felt were stealing too large a share of their hard-earned profits: “middlemen” like the grain elevator operators who they felt were paying too low a price for their crops and the storekeepers who they felt charged them too high a price for the goods they bought at retail. Farmers organized themselves into “the Patrons of Husbandry,” also known as the Grange, to protest these inequities as well as seek opportunities to form cooperatives through which they could purchase goods at wholesale prices.

Aaron Montgomery Ward of Chicago recognized that his innovative idea for direct-mail marketing meshed well with this growing discontent on the part of farmers. In 1872, Montgomery Ward & Company launched what would become the first general mail order company in American history.  Advertising his company as “The Original Wholesale Grange Supply House,” Ward stated that the firm sold its goods to “Patrons of Husbandry, Farmers and Mechanics at Wholesale Prices.” His recipe for success—high volume, a wide selection of goods, ease of handling, and low prices—enabled Ward to extend the advantages found in urban marketplace directly to rural customers.

As Montgomery Ward & Company’s mail order business quickly grew, other companies joined in. The other mail order giant, Sears, Roebuck and Company, also located in Chicago, began offering mail order in 1888.  By 1900, these two mail order houses were the two greatest merchandisers in the world. Countless other firms offered a variety of goods from ready-made clothing to hardware and farm equipment, using the direct-marketing of mail order to extend their reach to customers all over the nation.

Mail order catalogs brought city and country together. The enticing products shown on their pages represented the new and modern to their rural readers, promising higher standards of living and material progress through the attractive goods and labor-saving devices displayed there. Mail order catalogs offered rural residents a “taste” of the urban experience, offering goods found in the shops and department stores that blossomed in the commercial districts of America’s burgeoning cities. Catalogs, of course, broadened the merchandise selection for some city people as well.

Montgomery Ward & Company launched America’s first general mail order company.  Over 22 years later, their 1894-1895 catalog still proudly trumpeted this fact:  “Originators of the Mail Order Business.”  THF119789

A Cornucopia of Material Delights
Flipping through these mail order catalogs brought a visual feast of tens of thousands of products—some satisfying needs and some gratifying wants.  For a farm family whose lives and daily activities brought little variety, these catalogs opened a world of new material possibilities:  fashionable ready-made clothing, hats and hat trimmings, jewelry of all kinds, sewing machines, cook stoves, and hardware for use on the farm or stylish hinges to update farmhouse doors. Even carriages and automobiles could be shopped for by mail.  

The northern Indiana family shown in this circa 1900 parlor photograph could have obtained many of the goods by mail order—even the piano. THF119591

The photograph above depicts a middle-class family from a farm or small town surrounded by the mass-produced goods that provided an attractive, comfortable lifestyle.  Many of the items could have been purchased from a mail order catalog. (Keep in mind that, while rural residents might have access to many of the same goods, they often had far less spending power than urban America.)

Delivering the Catalogs—and the Goods


From placing the order to delivery of the goods, the image on the cover of this 1880s Jordan Marsh catalog suggests the ease of “successful” shopping by mail—allaying any concerns for those new to the process.  THF119786

Mail order catalogs came to farmers—not surprisingly--through the mail. Yet, for many years, that did not mean convenient delivery to their doorstep. Though city dwellers had enjoyed free home delivery of mail since 1863, rural residents still had to pick up their own mail at the nearest post office—even though they paid the same postage as the rest of the nation. Bad roads and distance often meant that farmers rarely picked up their mail more than once a week. So placing a catalog order could take longer for farm folk than city dwellers.  A farm family might pick up a catalog on a trip to town one week, then place the order the next time someone went to town. Payment for mail orders was made by money order, purchased through the post office.

In 1896, the success of mail order retailing helped encourage the introduction of rural free delivery, which began as an experiment with mail being delivered at no charge to customers on a few rural routes.  Delivering mail throughout the countryside soon proved successful and sustainable, and additional routes continued to be added.  In July 1902, rural free delivery became a permanent service. Now all rural Americans enjoyed mail delivery to their homes, opening their mailboxes to find not only letters from family and friends, but a growing number of mail order catalogs presenting enticing goods for their consideration. 

How did merchandise ordered get to the person who ordered it? Before the advent of rural free delivery, people could pick up small packages at the post office. Private express companies delivered larger packages shipped to the nearest railroad station, transporting them to the customer’s home. Farmers might use their own wagons to transport goods shipped by rail to them. 

Heavy or large packages sent by mail were shipped to the local railroad station.  An express company would then deliver them to the customer.  If the customer owned a horse-drawn wagon, they might pick up the package at the railroad station themselves. THF204912

After the beginning of rural free delivery, mail carriers delivered packages weighing up to four pounds to their customers’ mailboxes. By law, heavier packages had to be delivered by private express companies.  

In January 1913, the U.S. Postal Service established parcel post—now goods could be delivered directly to homes. It was an instant success, boosting mail-order businesses enormously. During the first five days of parcel post service nearly 1,600 post offices handled over 4 million parcel post packages. Within the first six months, 300 million parcels had been delivered. Weight and size limits were gradually expanded. By 1931, parcel post deliveries included packages weighing up to 70 pounds and measuring up to 100 inches.

In the early years of rural mail delivery, farmers could use whatever was at hand as a mailbox—pails, cans or wooden crates. When rural free delivery became permanent and universal in 1902, the United States Post Office required rural customers to have regulation mailboxes in order to receive their mail. THF158049

Something Gained, Something Lost
While catalog shopping brought variety and convenience to rural Americans during the late 19^th and early 20^th century, there was an important trade-off. The face-to-face communication and personal relationship that had existed between a local storekeeper and his customers was eroding, helped along by national advertising which told potential customers what to buy—rather than customers seeking the advice of the storekeeper. Too, stores became increasingly self-serve. This trend toward less personal, “non-local” shopping continued to grow throughout the 20^th century for rural and urban people alike, involving not only orders by mail, but by phone and, eventually, the internet.  In the 21^st century, sales of consumer goods increasingly take place online. 

Yet, more recently, people have come to value the attentive personal service offered and unique goods stocked by many local retailers. Many shoppers combine the advantages of shopping online for the wide variety goods available there, with the personal touch and service-oriented experience of shopping locally. Encouraging this shop-local trend are national campaigns like Small Business Saturday, which takes place Thanksgiving weekend, encouraging shoppers to patronize small retailers.

Jeanine Head Miller is Curator of Domestic Life at The Henry Ford.

shopping, by Jeanine Head Miller, 20th century, 19th century

"Monkees" Lunchbox and Thermos, 1967 (THF92313)

Beaver Cleaver may have carried a plain metal lunch box to school, but lunch boxes with pictures on them have been big business since the days of the Leave It to Beaver television show. Since the 1950s, children have been persuading their parents that they absolutely must have a school lunch box sporting their favorite character. For, to show off a Davy Crockett or a Beatles or a Star Wars lunch box to the world (or to your friends, which meant basically the same thing) when these were popular was simply the essence of cool. And, for young children, this is still true today -- only the characters and the lunch box materials have changed.

The first true pictorial lunch box was created in 1950, when a painted image of Hopalong Cassidy was applied to a steel lunch box and matching thermos bottle. In the first year of its production, Nashville, Tennessee manufacturer Aladdin Industries sold an unprecedented 600,000 of these, at a (not inexpensive) retail cost of $2.39.

Three years later, American Thermos introduced a fully lithographed steel lunch box depicting Roy Rogers and Dale Evans. Sales of these reached an astonishing 2 1/2 million the first year, and these types of lunch boxes -- with pictures covering all sides -- immediately became the industry standard. The pictorial lunch box industry was off and running, and competition between companies became fierce. Over the next three decades, steel lunch boxes featured dozens of television shows, movies, popular musicians, sports stars, special events, fads, and famous places.

Pictorial lunch boxes made of waterproof vinyl wrapped around cardboard first came on the market in 1959. Their shiny, purse-like qualities lent themselves to pictorial themes marketed to girls, like the highly popular Barbie lunch boxes, introduced in 1961. Unfortunately, these could not stand up to heavy use -- their seams split and their corners crushed easily.

During the 1970s, vocal parents and school administrators began to complain that metal lunch boxes were to blame for students' injuries-enough so that, by 1987, lunch box manufacturers were forced to cease using steel in favor of safer (and cheaper) plastic.


Hopalong Cassidy, 1950 (THF92292)
William (Bill) Boyd brought this fictional character to life, first at the movies then on television in 1950. "Hoppy" became the first television hero for many American children. This show precedes the major era of television westerns ushered in by Gunsmoke in 1955, when the huge popularity of westerns signaled Americans' nostalgia for a simpler past and their need for clear-cut heroes and villains during an uncertain time.


Tom Corbett: Space Cadet, 1954 (THF92296)
On television from 1950 to 1955, this early science fiction show was a spin-off of a comic book and teen adventure novel series. The show, which took place in a futuristic world of scientific marvels, was made somewhat believable by the technical expertise of Willy Ley, an associate of Werner von Braun.


Rocky and Bullwinkle, 1962 (THF92316)
Like The Simpsons, Rocky and His Friends disguised adult entertainment in the form of a cartoon. The show aired from 1957 to 1963 during prime time, and with its clever, tongue-in-cheek scripts, it could well be considered the most subversive show about the Cold War of its time. From 1964 to 1973, the show continued under the new name The Bullwinkle Show, and it has since been entertaining children and adults alike through reruns and videos.


"Sock It To Me," 1968 (THF92319)
Rowan and Martin's Laugh-In was a mid-season replacement in 1968, and no one expected it to be very popular. That's probably why its producers were able to experiment with virtually a new format-a rapid-fire pace using video editing and no narrative structure-and a new kind of hip topicality couched in one-liner jokes. Although its novelty is lost to us today -- the one-liners seem hopelessly outdated, even old-fashioned -- catch-phrases like "Sock It to Me" have become instantly recognizable cultural icons, while the show's short skits, slapstick humor, and use of topical material helped to revolutionize television.


Happy Days, 1976 (THF92322)
A mid-season replacement in 1974, this show had its origins in a 1972 Love, American Style episode and took great advantage of the popularity of the film American Graffiti. The first television show to take place in an era where television had already been invented, this version of the 1950s was embraced especially by young people who had not known the real decade first-hand. The show's true star was "The Fonz," who may have seemed like an unlikely role model but became television's biggest star for several years.


Sesame Street, 1983 (THF92308)
From the time this show premiered on PBS in 1969, it quickly established itself as the most significant educational program in television history. Envisioned as an entertaining show for preschoolers-especially those from underprivileged backgrounds-to help prepare for school, Sesame Street incorporated the rapid-fire style of both television commercials and television programs like Laugh-In. With its consistently high quality and humor geared toward both children and their parents, this show continues to be extremely popular today.

Donna Braden is Senior Curator and Curator of Public Life at The Henry Ford. 

20th century, TV, school, popular culture, music, movies, food, childhood, by Donna R. Braden