The Modern Line Collection was designed in 1949 by Greta M. Grossman.
Modern Line was one of her most elegant and minimalistic designs and was praised in particular for being representative of her background in Scandinavian design. Her timeless sofa collection has a sleek, feminine and light expression that is supported with elegant slender legs, which is a true signature for Greta M. Grossman’s designs. In Grossman’s own words, the sofa was “developed out of our own preferences for living in a modern way.” Modern Line was also at the forefront of championing Nozag springs, new materials and technology. The sofa was one of the first to use industrialized technology for upholstery of sofas.
Greta M. Grossman
Greta Grossman (1906-1999) maintained a prolific forty-year career on two continents: Europe and North America. Her achievements were many and encompassed industrial design, interior design and architecture. In 1933, having successfully completed her fellowship at the renowned Stockholm arts institution, Konstfack, she opened Studio, a combined store and workshop. During the same year Grossman married jazz musician, Billy Grossman with whom she later emigrated to the United States, settling in Los Angeles.
Through the 40's and 50's Grossman exhibited her designs at museums worldwide, including MoMA in New York and The National Museum in Stockholm.
"The fact that she is relatively unknown just makes the process for Gubi more interesting, as we have an honest opportunity to continue to convey Greta Grossman's designs.Greta Grossman was known in her time in both Sweden and California, USA. However, she ended up largely unknown and almost forgotten. I am very happy that we can give this magnificent female designer a second comeback." - Jacob Gubi