Backstreet moderne
I don’t know much about Shropshire House, tucked away in Capper Street off Tottenham Court Road, except that it was built in 1931–32, and is in that combination of pared-down modernism (strips of windows, white walls, flattish roof) and moderne (curved corners, bulbous balconies, horizontal bands), that people insist on calling Art Deco.
I think of Art Deco as the style of cinemas and chrome-trimmed restaurants from the interwar period – something altogether more over the top and wilfully decorative than this building. But, like postmodernism, Art Deco isn’t one style, but several – which is appropriate because both postmodernism and deco are reactions to modernism, ways of saying, ‘We can have pluralism, decoration, wit, style in buildings; we don’t have to wear the hair shirt of modernism, or the silk shirt of minimalism.'
So Art Deco can be, amongst other things, smart industrial deco, like the west London factories; deco with a touch of ancient Egypt; exuberant cinema deco, often adorned with reliefs and statues; or rich deco interior design using marble, chrome, and bakelite. Or this winning combination, not on a major road like a trophy factory but refreshingly gracing an obscure London backstreet.
