Art Deco Style Architecture became popular in Penang from the 1920's, about the same time that the style swept through the rest of the world. The name "art deco" however was only coined in 1966, during an exhibition in Paris, where the style was first established.
The Art Deco style of architecture was embraced because it was regarded as elegant and stylish in the early 20th century. The style does away with florid embellishments that were characteristic of earlier styles, for example, the Neoclassical.
51, 53, 55, 57 & 59 Beach Street are an ensemble of Art Deco buildings from the 1940s finished with Shanghai plaster. (25 July 2012)

In Penang, a number of important buildings were erected in this style. Identifying them provides a clue to the period when they were built. These buildings were either finished with stucco and painted over, or with Shanghai plaster, which gives it the distinct grey appearance.
Shophouses along Campbell Street in the Art Deco style (30 July 2012)

By the mid 20th century, the Art Deco movement was waning as the Modern style became popular in George Town. Nonetheless, there has been noted examples of the style being retained into the 21st century.
When the Burmah Road Gospel Hall was expanded, the Art Deco style of the original building completed in 1938 was extended to the new building that houses the English assembly of the church. The original building continues to function as the Chinese assembly. Both buildings as well as their annex retain the Art Deco style with Shanghai plaster finishing.
Examples of Art Deco Buildings in George Town, Penang
The following buildings are examples of the Art Deco style in George Town.
The English Assembly of Burmah Road Gospel Hall was completed in 2012, retaining the original Art Deco style (30 July 2012)
New Asia Heritage Hotel, Kimberley Street, Penang (30 August 2012)
306 Beach Street, George Town, Penang (15 September 2012)
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