“I HAVE SEEN THE FUTURE”

Abstract

Seventy years ago, General Motors’ Highways and Horizons exhibit at the World’s Fair, designed by Norman Bel Geddes and Eero Saarinen, promoted demand for cars and federal highways without any concern for environmental sustainability, the theme of our 2010 conference. The main exhibit included a sequence of four parts (entrance ramps, map lobby, Futurama ride, and “intersection of 1960”) where the viewer’s perception of spatial scale was manipulated. Setha M. Low’s theory of “embodied space” helps decode why movement through these diverse spaces influenced millions of Americans’ views of transportation and urban form, a promotional success yet to be equaled by advocates of environmental sustainability.