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2020-10-08 06:12:02
Kiesler, Frederick
Contemporary Art Applied to the Store and its Display
London: Sir Isaac Pitman & Sons, LTD, 1930. 158 pp. book, illustrated throughout with reproductions of photos and drawings showing modernist environments, natural forms, and commercial displays. 4to. Very good overall, with closed tear at page center to leaf p.102/103, lightly traced architectural drawings in pencil on rear pastedown. Gray boards printed in black constructivist design backed in cream colored linen ; rubbed at extremities but for the most part clean and tight. [994]A better than usual copy of the rarely seen UK edition of Kiesler's high modern design bible for display and exhibition professionals, as relevant today as when it was first published. The work is equal parts manifesto and how-to, announcing its purpose as being to establish "a sound cooperation between public, artist, and industry." In place of a preface, Kiesler declares "This book was written because the country has been flooded with examples of poor and distorted modernism ; because the sudden influence of contemporary art makes it necessary to control its real value ; because the new beauty must be based on EFFICIENCY and not on decorative cosmetics ; because the established store is facing the problem of changing its front, its windows, or both, and probably its interior, too. It has to select designs and is not trained in the new art ; because the store window is a silent loud speaker and not a dead storage. Its language appeals to everybody and has proved to be the most successful Esperanto for promoting merchandise ; and, because good contemporary art will last—just as all good styles … [Click Below for Full Description]
Bookseller: Arthur Fournier Fine & Rare [United States]
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