Reconsidering PVC window frames (1975-2000). Technological advancements and commercial strategies

In the wake of World War II, plastics, particularly polyvinyl chloride (PVC), emerged as key innovations. PVC window frames, a prevalent application of PVC in construction, experienced a surge in Western Europe during the 1970s. This growth was driven by the unique context of oil crises and was further propelled by the desirable thermal properties, cost-effectiveness, and low maintenance requirements associated with PVC windows. Despite their numerous advantages, plastic components, including PVC window frames, have often faced criticism or been overlooked. This paper challenges the prevailing criticism directed at PVC window frames by delving into the technological advancements that this product underwent between 1975 and 2000. By examining advertisements, we aim to uncover aspects beyond mere technology, illustrating the relevance and resilience of PVC window frames within construction, as well as the remarkable adaptability of PVC window frame manufacturers in response to the ever-evolving market dynamics. Furthermore, our study transcends the component level to offer a broader perspective on the evolving building culture. This includes an exploration of the notion of specialization within production industries and the transition towards high-tech production processes and materials. The study draws from product catalogues by window frame manufacturers, advertisements and articles in contemporary construction journals, as well as publications by scientific organizations and institutes for vocational training, to enable a variegated perspective on the topic within its wider architectural and construction context.