Up Is Down: Mid-Century Experiments in Advertising and Film at the Goldsholl Studio

Name: Up Is Down: Mid-Century Experiments in Advertising and Film at the Goldsholl Studio
Brand: Block Museum
SKU: 9781732568402
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by Corinne Granof , Amy Beste , Lynn Spigel

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ISBN13: 9781732568402
Binding: Paperback
Subject: N/A
Publisher: Block Museum
Publisher Imprint: Block Museum
Publication Date: September 15, 2018
Pages: 210
Original Price: USD 25.0
Language: English
Edition: N/A
Item Weight: 567 grams
BISAC Subject(s): Graphic Arts / Advertising

About The Book

Winner of the 2019 Award for Excellence from the Association of Art Museum Curators

Up Is Down: Mid-Century Experiments in Advertising and Film at the Goldsholl Studio is the first illustrated guide to the innovative work of Goldsholl Design Associates and its impact on design and film.

Headed by Morton and Millie Goldsholl, the studio worked at the intersection of art, design, and media, producing trademarks, corporate identities, print advertisements, television commercials, and films for such clients as Motorola, Kimberly-Clark, Revlon, 7-Up, and the National Football League. The Goldsholls and their designers were compared to many of the most celebrated design firms of their day and are being rediscovered by many contemporary designers.

Inspired by Laszlo Moholy-Nagy, with whom they had studied at Chicago's School of Design, Morton and Millie Goldsholl fostered a culture of exploration and collaboration in their studio. The firm became known for its imaginative "designs-in-film," applying avant-garde techniques to commercial productions. Its groundbreaking work in the new media of television helped redefine the look of everyday visual culture in mid-century America. The trailblazing work of Goldsholl Design Associates remains an unexplored contribution within American design and advertising.

Published in conjunction with the exhibition of the same name at the Block Museum of Art, Northwestern University, this volume's research explores how a new visual language emerged from Chicago's cross-fertilization of avant-garde aesthetics, business, and cutting-edge media.

About The Author

AMY BESTE is the director of public programs and a senior lecturer in the Department of Film, Video, New Media, and Animation at the School of the Art Institute of Chicago.

CORINNE GRANOF is the curator of academic programs at the Mary and Leigh Block Museum of Art at Northwestern University and a specialist in twentieth-century German art.

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