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Abstract
Lincrusta is a wall covering made of linseed oil by the inventor of Linoleum, Frederick Walton, that was popular in Europe and North America during the late 18th and early 19th centuries. It is water-proof, sanitary, and easily imitates more expensive materials such as carved wood or pressed metal for a fraction of the cost. Lincrusta can be found in all types of buildings, from the White House to hospitals. The curious placement of Lincrusta can be determined by how it was advertised, and the greater historical context in which it was invented. Three major events intersected to create the very specific need for Lincrusta: The Victorian Era, advances in printing, and germ theory. Analyzing Lincrusta’s advertisements reveals clues about its historical context and provides a new strategy for identifying important materials that may have otherwise been overlooked.