The Iva Agency | design marketing that matters
Marketing and PR
When we got a call from Mark Davis in Palm Springs asking us to do national press for Aluminaire, we assumed it was some kind of metal building product. What we learned, of course, is that Aluminaire is a pioneering building, famous among architects and design historians, designed for the 1931 Allied Arts and Industries and the Architectural League of New York exhibition by Lawrence Kocher, former managing editor of Architectural Record, and Albert Frey, a 28 year old Swiss architect who had worked for Le Corbusier in Paris.
Frey became one of the iconic architects working in Palm Springs in the middle of the last mid-century. In New York the Aluminaire was disassembled, re-built on an estate on Long Island, used as a guest house, and then moved to the campus of New York Institute of Technology in Westbury, where two architects, Michael Schwarting and Frances Campani, protected and restored the building, using it as a teaching tool for their architecture students.
Our goal was to garner national press for the event of the Aluminaire being driven from New York to Palm Springs, where it will be re-assembled again, hopefully permanently, in the newly constructed main park across the street from the Palm Springs Art Museum. It departed on the morning of February 9, 2017 (just a day before a massive snowstorm came into the New York area).