Wendell August Forge – The Beginning & Evolution
As we retire the commemorative line Rising from the Ashes, a collection symbolizing a fresh beginning for Wendell August Forge, we take a moment to reflect on the true **origins** of our company.
Many know that Wendell August Forge didn’t start with **retail products** but rather with **architectural elements** like gates, railings, and doors. However, a single project for Alcoa’s Aluminum Research Laboratories set us on an **unexpected path** toward craftsmanship for the home.
The Start of Something New
This excerpt from the book Wendell August Forge – Seventy Five Years of Artistry in Metal beautifully narrates the beginning of our business. It all started just after Wendell August completed the **gates** and **elevator doors** for Alcoa’s laboratory.
When the doors were completed, **Henry Hornbostel** [Pittsburgh Architect retained to design Alcoa’s Aluminum Research Laboratory] apparently requested that two trays, incorporating design elements from the elevator doors, be made as mementos for **Alcoa’s Chairman, Arthur V. Davis, and President, Roy A. Hunt**.
According to **Arthur Armour**, “when the building was done, **Hornbostel** wanted to have some keepsakes for himself and his friends. So, he asked that parts of the elevator doors’ design be crafted into trays.”
The Alcoa executives were captivated by the **beauty and uniqueness** of the trays and soon requested additional pieces. Recognizing a potential market, they introduced the items to **Edgar Kaufmann**, the Pittsburgh department store magnate, who later commissioned the **Fallingwater** retreat by **Frank Lloyd Wright** in 1936.
The Birth of Aluminum Giftware
**Kaufmann**, intrigued by the craftsmanship, commissioned the Forge to create a **tray featuring his estate’s motif**. He then suggested that the **aluminum repoussé process** be used to craft an **exclusive line of art and giftware**.
At the time, **brass and copper** had been popular materials for home decor, and Russ Wright’s **Spun Aluminum** was gaining widespread acclaim. Trade journals noted a “**growing trend of metal home décor**” and highlighted the **rising interest in newer white metals like aluminum, chromium, and nickel**.
Aluminum, being **affordable and versatile**, provided an edge in the marketplace, especially during the weighty years of the **Great Depression**.
A Legacy That Lives On
The excerpt clearly illustrates how **elevator doors** and an architect’s vision led Wendell August Forge to **crafting home products**. A chance introduction between **Alcoa and Kaufmann** pushed the Forge into **retail**, shaping the company into what it is today.
