I've had a fascination with Novelty Architecture since being a little kid and going to the Enchanted Forest in Baltimore off of Route 40. The storybook land is now a shopping center with the Humpty Dumpty Brick Wall and a Jester to attract visitors. In California my perception as a kid was the Cabazon Dinosaurs off of I-10 outside of Palm Springs. In a recent New York Times article they discussed Googie architecture which I initially perceived to be the same thing as novelty architecture as both are playful. What I learned was the distinctive architectural styles of Googie and Novelty stand out, but they have different origins, purposes, and design characteristics.
So for anybody else curious here's a breakdown of their differences:
1. Definition
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Novelty Architecture:
Refers to buildings designed to look like objects, animals, or other unconventional forms. The focus is on creating a whimsical or attention-grabbing structure, often used for roadside attractions or themed businesses.- Example: A building shaped like a dinosaur, teapot, shoe (think LL Bean HQ in Maine), or hamburger.
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Googie Architecture:
A futuristic architectural style that emerged in the mid-20th century, particularly during the post-war boom in the 1940s-1960s. It is inspired by the Space Age, car culture, and optimism about the future. The most examples are in the Los Angeles area like Norms Diner.- Example: Coffee shops, gas stations, and motels with angular shapes, neon lights, and space-age motifs.
2. Aesthetic
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Novelty Architecture:
- Emphasizes literal representation.
- Designs mimic objects or characters (e.g., a donut shop shaped like a giant donut like Randy's Donuts outside of LAX and yes it was featured on the Simpsons).
- Often whimsical, humorous, or kitschy.
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Googie Architecture:
- Emphasizes abstract, futuristic elements.
- Features include upswept roofs, bold angles, boomerang shapes, and starbursts.
- Sleek and modern, inspired by technology and space exploration.
3. Purpose
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Novelty Architecture:
- Designed to grab attention and draw in customers.
- Commonly used for roadside businesses (e.g., diners, motels, gas stations) along highways in the early 20th century. Wigwam Motel off of Route 66.
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Googie Architecture:
- Reflects cultural optimism and fascination with the future during the Space Age.
- Often associated with mid-century commercial establishments, like diners, bowling alleys, and car dealerships.
4. Cultural Context
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Novelty Architecture:
- Popular in the 1920s-1940s as part of the roadside culture boom, when highways were expanding and businesses needed to stand out to drivers.
- Associated with kitsch and Americana.
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Googie Architecture:
- Emerged in the 1940s-1960s, influenced by post-war prosperity, car culture, and the Space Race.
- Rooted in mid-century modernism with a more stylized and futuristic approach.
5. Examples
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Novelty Architecture:
- The Big Duck (Flanders, New York) — a duck-shaped building.
- Lucy The Elephant (Margate, New Jersey) — a giant elephant outside of Atlantic City.
- Luxor Hotel (Las Vegas, Nevada) - Giant pyramid and replica of Luxor, Egypt.
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Googie Architecture:
- The original McDonald’s restaurants with their golden arches.
- Theme Building at Los Angeles International Airport (LAX).
- Space Age-inspired coffee shops like Pann’s in Los Angeles.
So are we still confused about the differences between Novelty Architecture and Googie Architecture? Novelty architecture is about literal, eye-catching shapes, while Googie architecture is a stylized, futuristic design reflecting mid-20th-century optimism. Both are iconic in their own way and contribute to the charm of American roadside and commercial architecture but are not limited to only being in the USA. There's something Googie or something Novelty in your area you probably just haven't noticed it. For example in Fort Lauderdale, Florida we have a giant Beach Chair at our welcome sign!
The Enchanted Forest Entrance in Baltimore, Maryland as an example of Novelty Architecture: