Loraymo

What’s special about this special Lancia?

Story and photos (except as noted) by Graham Gauld

This year Retromobile was bigger than ever with a surprise every ten yards. And that’s why most of what is contained in this early story is a mere fragment of the kind of stuff you can find if you look in all the nooks and crannies. I’ll be writing more about this year’s Retro so just stay tuned to VeloceToday.

I am always on the lookout for cars that remind me of times gone by when they were new and fresh and so it came as a surprise to find a very interesting stand supported by Fiat Group, concessionaires and associated car clubs as they had brought along a number cars that all had stories to tell.

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Lancia Loraymo And The Loewy Logic of Industrial Design
By Brandes Elitch
ISBN-978-0-9909214-1-7
Fetherston Publishing, 2016
Hardbound, 11.5 by 9 inches, 128 pages
$59.95 USD plus shipping Order from www.loewylancia.com

Review by Pete Vack

Well, it finally arrived. I had asked the author, Brandes Elitch, if he would send me a finished copy of his book, not a spiral bound proof copy; the hands on, touchy-feely experience of the final hardbound product is important.

And indeed it was. Elitch’s long-awaited book on Raymond Loewy and the Loraymo came in a very elegant but simple white cardboard box. When that was opened, the cover stared at me and said, ‘Finally, here I am’; Lancia Loraymo And The Loewy Logic of Industrial Design with an artistically grainy color shot of the fabled and often misunderstood Loraymo beneath the title. Nice; impressive.

It had been a long road. [Read more…] about Raymond Loewy and the Lancia Loraymo: A Review