1. The Moderncraft Laundry’s very name, as well as each L.A. location’s fierce, imposing Art Moderne facade, should have tipped off customers that this was no run-of-the-mill laundry service. But Angelenos who could afford the ritzy prices learned soon enough— usually after an evening dress came back with 18 additional pleats, or a jacket had been re-sewn and pressed into a ziggurat. Of course, Hollywood celebs were the most active in loving/hating Moderncraft; witness Clark Gable’s scrambling around for a new Oscar-evening tuxedo after his own white-tie duds were transformed into a replica of the Chrysler building. Being in love with the very concept of Los Angeles, however, the Surrealists immediately latched onto the Moderncraft aesthetic. Man Ray shot footage of the interiors (in total darkness), while Salvador Dali made every effort to open his own franchises in Madrid, London, and Cairo. No one really knows why that deal fell through; something about dry-cleaning fluid being rationed for the war effort.

  1. imnottrendy reblogged this from poorlilrichess
  2. poorlilrichess reblogged this from blueelectricroom
  3. villadicafa reblogged this from blueelectricroom
  4. 1950sunlimited likes this
  5. in-circles likes this
  6. stephanebednarek likes this
  7. maptic likes this
  8. erriliketurtles likes this
  9. les-sources-du-nil likes this
  10. coololdthings likes this
  11. lesleygores likes this
  12. rerull reblogged this from railwayshoes
  13. railwayshoes reblogged this from blueelectricroom
  14. evilgiraffes reblogged this from blueelectricroom
  15. honey-rider likes this
  16. nomadsdraw likes this
  17. blueelectricroom posted this