The refrigerator was the one appliance that, with its upright bulk, necessarily broke the sweeping horizontally of the streamlined kitchen. Yet, as the biggest and most expensive item in the kitchen, it was the epitome of the technological, styling change made in the 30s. The old icebox, once outside the kitchen to be nearer the delivery of ice, was a cabinet container on legs, but the new form was invented for the new technology in 1934. when Henry Dreyfuss unveiled his Flatop for GE. The motor was incorporated in the base of the tall casing. The same year, Sears Roebuck came out with Coldspot by Raymond Loewy.