It was when Sears realized that there was a large market for electric refrigerators that in 1934 it hired industrial designer Raymond Loewy to completely redesign the Coldspot refrigerator. The rest is history. Loewy had transformed the Coldspot (seen here in a 1930 catalog advertisement) from a squared box into a contemporary streamlined object, pioneering the use of aluminum for shelving. It was a great commercial success. In one year, sales of the Coldspot soared more than 300 percent.