Evergleam. The enduring love affair with the aluminum Christmas tree

Few times in history does a company dare innovate on a century-old, widely commercialised and beloved tradition to begin with, but doing it successfully converts it into a memorable rarity.

Evergleam

In the late 1950s, under the propitious atmosphere of mid-century modern design, a representative artificial Christmas tree was machined. Notions such as a fake tree or tree substitute were not considered in the conception of the Evergleam. It stood on its own as a coveted addition to the season's spirit decor, bringing a heavy dose of holiday sparkle.

Factual motivators to invent this ingenious tree are unclear; it may well be a logical result of the post-war boom, as it rose from the creativity of metal manufacturing experts, those who had achieved the perfection of the aluminum foil production and needed to put it to use outside a war-like reality, and savingly introduced in the market by talented salespeople and marvelous marketing pitch.

An excerpt from Sears’ 1963 Christmas Book reads: “This exquisite tree is sure to be the talk of your neighborhood. High luster...dazzling brilliance... handsome realistic fullness. ... you can use it year after year.” Year after year, ironically the metal robotic looking counterpart of the natural evergreen wins the title of the greenest of all Christmas trees as aluminum is an environmentally sound material that can be recycled indefinitely without loosing quality and properties.

It could have been inspired by the Space Age, then again this era certainly influenced the popularity of the Evergleam in the United States. It is perfectly in line with the light, gleaming colour palettes, and clean streamlined furniture of the decade.

It comes as no surprise visionary collectors and artists are rescuing the vintage Evergleam from basements, attics, pricey auctions and thrift store

The most famous of its manufacturers, Aluminum Specialty Company of Manitowoc, managed to produce and sell the aluminum tree for a fraction of a cost of its previous maker (Modern Coatings Company), creating the kind of availability that made it obtainable for most modern households.

But the Evergleam’s popularity was short lived. Its decline by the end of the 1960s, related to the tired association with the 1965 A Charlie Brown Christmas Special. The cartoon picks on two defenseless trees, ridiculing the majestic pink aluminum foil Evergleam and a tiny real evergreen tree, sealing the fate of both to be thrown away after that Christmas. This inadvertently helped the consumerism it criticised: to each year go out and buy a newly cut tree. 

Evergleam making of
How to put together and Evergleam Aluminium Christmas Tree

By 1971 Manitowoc's emblematic aluminum tree manufacturing line shut down when people shifted back to idealising the natural tree as the real meaning of Christmas. Naturally there was a change in social culture as well, with the emergence of movements like the Summer of Love, modernity became part of the past. No longer en vogue silver, sharp and shiny items, every word describing the Evergleam faded to memory.

The shimmery, futuristic needles, reflecting light supplied by its better half the rotary spotlight of swapping coloured plastic screens, its own different coloured versions in green, gold or pink aluminum foil or the branches with pompom ends. The use of intense striking ornaments when any, in mirrored colors or in satin, and not forgetting the possibility of a revolving base, taking the experience to a higher level. 

By 1971 Manitowoc's emblematic aluminum tree manufacturing line shut down when people shifted back to idealising the natural tree as the real meaning of Christmas

It comes as no surprise visionary collectors and artists are rescuing the vintage Evergleam from basements, attics, pricey auctions and thrift stores either out of a nostalgic feeling or for true appreciation of conceptual art and history, becoming a part of design studios and museum exhibits, like the one on show now at the Winsconsin Historical Museums in Madison, US.

Meanwhile there is also a resurgence in manufacturing to face the growing demands from a fashion-crazed crowd that will pick up the trend sooner rather than later. It only takes a moment staring at the Evergleam to understand its ability to rise again from the ashes as the Phoenix. Once you have seen one in all its splendor, the mesmerising effect is undeniable, giving an intense sensorial twist to the most familiar warm festive feelings. 

Opening image: J. Shimon & J. Lindemann, Self-portrait in Neo-Post-Now Gallery, Manitowoc, Wisconsin, with aluminum forest installation, December 1996

Exhibition title:
“Ever Gleaming: The Enduring Love Affair with the Aluminum Christmas Tree”
Museum:
Winsconsin Historical Museum
Opening dates:
until 12 January 2019
Images:
J. Shimon & J. Lindemann

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