The Social Vision of Design in Postwar Netherlands
After 1945, companies had to rebuild their production facilities. This period also gave them the opportunity to rethink their design processes and manufacturing methods. Once enough machinery had been acquired, Pastoe resumed production.
From 1945 to 1978, Cees Braakman, as director and head designer, developed several furniture lines intended for export, giving the brand’s catalogue a new identity.
At the same time, the Netherlands embraced a modernist and socially minded approach to reconstruction, particularly through architecture. Braakman was fully part of this movement, designing furniture for smaller living spaces that combined functionality and aesthetics, in keeping with the period’s values of rationality and the democratization of design.
Inspiration from the United States
In 1947, Braakman was sent to the United States to study the design methods and manufacturing processes used by American furniture makers.
During a visit to Herman Miller, he became fascinated by the work of Charles and Ray Eames. After returning to the Netherlands and becoming director of Pastoe, he introduced plywood-bending techniques — notably with the SB series from 1950 onwards — as well as new lines of modern wooden furniture. Wood would remain central to his work in many forms, including solid wood, plywood, oak and rosewood, while others such as Friso Kramer specialized in bent metal furniture.
The “Good Living Foundation”
During the 1950s, Braakman’s furniture was supported by the Stichting Goed Wonen (Good Living Foundation), an association bringing together manufacturers, designers, consumers and retailers to promote products based on a shared aesthetic vision.
The association published a magazine in which Pastoe furniture was featured on several occasions for its modern, elegant and highly functional design. Articles highlighted practical details, such as drawer interiors made from a single piece of moulded plywood, making them particularly easy to clean.
This pragmatic support helped the company reconnect with its customers and establish a reputation as a forward-thinking furniture manufacturer.
Modular Designs
From 1955 onwards, Braakman devoted a large part of his work to the design of modular cabinets. His approach was based on allowing users to choose from a variety of woods and different modules, combining them to create a “made-to-measure” system.
His exploration of modular furniture earned him an award at the Milan Triennale in 1957 for his “Made-to-Measure” cabinets, presented at the exhibition in a teak version.
Iconic Pieces at the Stedelijk Museum Amsterdam
Today, Braakman is regarded as one of the leading figures of Dutch design, and several examples of his work are held in the collection of the Stedelijk Museum in Amsterdam.
His SM15 and FM15 wire chairs reflect his admiration for the Eameses, while the “Mobilo” trolley, designed in 1953, demonstrates his precise approach to materials and form.
Pastoe continues its activities today, still strongly shaped by the modular and combinatorial approach introduced by Braakman nearly seventy years ago.
Documentary References:
- Dommisse, J. (2017). Pastoe: 100 years of design innovation. nai010 publishers.
- Stichting Goed Wonen archives, available through the Nederlands Instituut voor Architectuur.
- Stedelijk Museum Amsterdam: Collection online
- Herman Miller and the Eames legacy: Kirkham, P. (1995). Charles and Ray Eames: Designers of the Twentieth Century. MIT Press.