The Shell X100 By-plane

In 1951 Shell commissioned Rowland Emmett to create one of his famous "inventions" to promote X100 oil for the Festival of Britain. He subsequently invented the Shell X100 By-plane, also known as 'The Astroterramare' which was displayed at The Festival Gardens for 11 years. Emett's 'Astroterramare' reflects the company's own technological advances but also makes reference to the greed of post-war consumerism; 'since his machines can at best be seen as a peculiarly subversive form of alternative technology and at worst as an outright attack on the unacceptable face of capitalism, one must respect the ability of his corporate sponsors to laugh at themselves' (see John Murray, The Early Morning Milk Train: the Cream of Emett Railway Drawings, London, 1976)