In an era where too few women garnered public acclaim for their design and architectural talents, Greta Grossman enjoyed the spotlight in a number of articles in publications that ranged from daily newspapers to sophisticated magazines and journals focused on her architecture, interior- and furniture designs. She retired to Encinitas in a home she designed for herself in 1966.
Greta Magnusson Grossman rose to prominence in her native Sweden, followed sui in Los Angeles, and then dropped out of site in the late 1960s after moving to Encinitas.
Born in Helsingborg, Sweden in 1906, Greta Magnusson would remain in her hometown until the late 1920s following a woodworking apprenticeship. Awarded a scholarship, she attended Högre Konstindustriella Skolan where she reportedly focused on furniture, textiles and ceramics. In 1933, Magnusson and classmate Erik Ullrich opened Studio, a store and workshop, in Stockholm. From Studio, Magnusson took on numerous commissions designing furniture and interiors. In 1934, the Swedish Society of Industrial Design awarded her a scholarship to travel throughout Europe and she filed reports of her observations on interior design and architecture for the "Women and Home" section of the Swedish paper Nya Dagligt Allehanda.
In 1933, Greta Magnusson married jazz bandleader Billy Grossman with whom she immigrated to the United States in 1940. Immediately upon her arrival, Greta and business manager, Billy, opened a retail and design shop in Beverly Hills where she sold her designs as well as imports from her native Sweden. They settled in Los Angeles where Greta began designing furniture and fixtures for Glenn of California, Sherman Bertram, Martin Brattrud, Cal-Mode and Modern Line Inc. When Barker Brothers' Modern Shop launched in 1947, Grossman began designing exclusive pieces and taking on interior design commissions. Among her work for Barker Brothers, and later produced by Ralph O. Smith, were a line of lamps that were ultimately included in the "Good Design" exhibition at the Museum of Modern Art in New York City.
Between 1949 and 1966 Greta designed a number of projects - mostly private residences. Her architectural work, as well as her design work, was featured extensively in John Entenza's influential magazine Arts & Architecture as well as in numerous international exhibitions. In the 1950s, Greta taught industrial design courses at the University of California, Los Angeles and at the Art Center School in Los Angeles. She retired from design and architecture in the 1960s.
In 1966, Greta Grossman moved to Encinitas and dropped off the map – disinterested in sharing her past successes with her new network of friends – including fellow members of the San Dieguito Arts Guild where she was a member between 1967-1997. Billy Grossman passed away in 1979. Greta died in the same month, August, as her long-time partner, 20 years later.
Following Greta's death, her home and estate was sold by Teresa Laggner, "conservator of the estate of Greta M. Grossman." Probate trustee, and Lakeside resident, Laggner, was sentenced to 18 months in prison for draining hundreds of thousands of dollars from client trust accounts in 2011.
Atkinson Laboratory - Photography Chemicals Renovation (ca. 1959)
7070 Santa Monica Blvd, Hollywood
*Photographed by John Hartley
Backus, Mr. & Mrs. W. Clinton Residence & Garage (1949-50)
677 Nimes Road, Bel Air
*Photographed by Donald J. Higgins; published in Arts & Architecture in June, 1951
Barham Apartments (1950-51)
3254 Barham Boulevard, Los Angeles
*Photographed by Donald J. Higgins
Grossman, Greta Residence #1 (1948)
1659 Waynecrest Drive, Beverly Hills
*Photographed by Julius Shulman; published in Arts & Architecture in July, 1949
Grossman, Greta Residence #2 (ca. 1956)
9376 Claircrest Drive, Beverly Hills
*Demolished; photographed by John Hartley
Grossman, Greta Residence #3 (ca. 1965)
N. Highland Drive, Los Angeles
*Photographed by John Hartley
Grossman, Greta Residence #4 (ca. 1966)
1369 Hygeia Avenue, Encinitas
Hart, Mr. & Mrs. John W. Residence (1953)
Lorenzo Drive, Los Angeles
*Photographed by John Hartley
Hunsaker, John R. Residence (1951)
Kirkwood Drive, Los Angeles
Hurley, Mr. & Mrs. Joseph G. Residence (1958)
3320 Wonder View Plaza, Hollywood
*Photographed by John Hartley
Jensen Residence (ca. 1961)
Hollywood Knolls, Los Angeles
*Photographed by John Hartley
Kiernan, Mr. & Mrs. William R. Residence (1954)
12214 Iredell Street, Studio City
*Photographed by John Hartley
Levitt, Ruby R. Residence (1954)
3510 North Knoll Drive, Hollywood
Nelson, Mrs. Francis Residence (Lower and Upper Structure) (1954)
3056 Lake Hollywood Drive, Hollywood
*Photographed by John Hartley
Sundin, Mr. & Mrs. O.G. Residence (ca. 1958)
K.V. Granen, Hudiksvall, Sweden
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