GRETA MAGNUSSON GROSSMAN
GRETA MAGNUSSON GROSSMAN
Born in 1906 in Helsingborg, Sweden, Greta Magnusson was an acclaimed award-winning architect, interior and industrial designer whose work spanned across Europe and America. Her prolific career led her to become recognised as a pioneer throughout the mid-century modern design era, at a time when the industry was male-dominated.
During the 1920s, she began her studies in design by completing a one year apprenticeship in woodworking in Helsingborg. She was then awarded a scholarship at the renowned arts institution, Konstfack based in Stockholm, which gave her the opportunity to study ceramics, textile and furniture design. She soon started to gain early recognition for her designs, as by 1933, the Stockholm Craft Association had awarded Greta with second prize for her furniture design. She was the first female recipient of an award within that category.
Within the same year, Greta opened her own design workshop and store in Stockholm with classmate Erik Ullrich, and also married jazz musician Billy Grossman.
In 1940, the couple escaped WWII by moving to the United States, where they established their life in Los Angeles. A move that would enable Greta’s professional career to burgeon and take onto new heights. In the same year, she opened her store on Rodeo Drive, Beverly Hills where she sold her own designs ranging from lighting, furniture and homewares. Greta famously introduced Scandinavian Modern design to the scene, at a time when the modern movement was flourishing in California. Her store and designs attracted a great following that included celebrity clients with the likes of Greta Garbo, Ingrid Bergman, Frank Sinatra, Joan Fontaine and Gracie Allen. At the same time, she was also commissioned to design pieces for companies such as Barker Brothers, Glenn of California, Modern Line and Sherman Bertram.
Greta soon became highly recognised and associated amongst the circles of the leading design figures of the modern movement, such as Charles Eames, Isamu Noguchi, Eero Saarinen, and George Nelson.
Her career between the 1940s to 1960s was marked with continued success. Within this time, she architecturally designed 14 homes across Los Angeles. Apart from being recognised among the elite designers of the time, she was also the only female architect to have registered her own independent practice during these two decades. Her products during the 40’s and 50’s were also exhibited at renowned museums worldwide including MoMA, New York.
Towards the later part of her career, Greta taught at the Art Center School in Los Angeles and at the University of California, Los Angeles.
Following a highly acclaimed career that helped shape the modern movement in California, she retired in 1966. She spent the next three decades of her life painting landscapes in her Californian home that she built in Encinitas, and died in 1999.
Subsequent to her retirement, Greta’s name had sadly faded from the world of design. However, today, her work and pieces are highly sought after. Her name has been reignited to receive the recognition that it truly deserves for her prolific contribution to design and architecture within the Modern movement. Her design contribution played a significant role towards shaping the Californian Design Movement.
PHOTO CREDITS I From top: Portrait of Greta M. Grossman, 1959 by Julius Shulman (© J.Paul Getty Trust. Julius Shulman Photography Archive, Research Library at the Getty Research Institute; Three seat sofa with tapered brass legs, c. 1952 (artsy); Desk, c.1952 (artsy); "Ironing board" coffee table, 1952 (artsy); "Cobra" table lamp, c.1948 (artsy); The Hurley House, 1958 (Peter Lavin/Links Real Estate); Grossman’s residence, Beverly Hills, c. 1956 (John Hartley); Perspective of San Francisco House, 1951 (RNDRD); Floor lamp with one "Gräshoppa" shade and one "Cobra" shade, 1950 (artsy);