Research Catalog

Up is down : mid-century experiments in advertising and film at the Goldsholl Studio

Title

Up is down : mid-century experiments in advertising and film at the Goldsholl Studio / edited by Amy Beste and Corinne Granof ; with contributions by Dan Bashara, Amy Beste, Greg D'Onofrio, Thomas Dyja, Corinne Granof, Justus Nieland, Talia Shabtay, Lynn Spigel, and Andy Uhrich.

Publication

Evanston, Illinois : Mary and Leigh Block Museum of Art, Northwestern University, [2018]
©2018

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Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan Available - Can be used on site. Please visit New York Public Library - Schwarzman Building to submit a request in person.	Text	Use in library	JQF 20-673	Schwarzman Building - Art & Architecture Room 300

Details

Additional Authors

Description

207 pages : illustrations (chiefly color); 25 cm

Summary

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.

Alternative Title

Mid-century experiments in advertising and film at the Goldsholl Studio

Subjects

Genre/Form

Exhibition catalogs.

Note

Published in conjunction with an exhibition held at the Mary and Leigh Block Museum of Art, Northwestern University, Evanston, Illinois, September 18-December 9, 2018.

Bibliography (note)

Includes bibliographical references (pages 204-207).

Contents

Director's foreword / Lisa G. Corrin -- Acknowledgments / Lisa G. Corrin -- Plugged into the city: Morton and Millie Goldsholl in Chicago / Thomas Dyja -- Good design: Goldsholl Design Associates and Chicago's School of Design in mid-century America / Amy Beste -- The Goldsholls: eclectic modern / Greg D'Onofrio -- To find oneself an explorer: Millie Goldsholl and the early years at the Studio / Corinne Granof -- Designs for the small screen / Lynn Spigel -- Audiences first, buyers second: Morton and Millie Goldsholl's design approach to business films / Andy Uhrich -- Seeing under things: animation and the expansion of vision at the Goldsholl Studio / Dan Bashara -- Goldsholl vision: systems of display, technologies of design / Talia Shabtay -- Conference technique: the Goldsholls and the Aspen idea / Justus Nieland.

Call Number

JQF 20-673

ISBN

9781732568402
1732568405

OCLC

1066133581

Title

Publisher

Evanston, Illinois : Mary and Leigh Block Museum of Art, Northwestern University, [2018]

Copyright Date

Type of Content

text

still image

Type of Medium

unmediated

Type of Carrier

volume

Bibliography

Includes bibliographical references (pages 204-207).

Chronological Term

1900-1999

Added Author

Beste, Amy, editor, contributor.

Granof, Corinne, editor, contributor.

Bashara, Dan, contributor.

D'Onofrio, Greg, contributor.

Dyja, Thomas, contributor.

Nieland, Justus, contributor.

Shabtay, Talia, contributor.

Spigel, Lynn, contributor.

Uhrich, Andy, contibutor.

Goldsholl Associates.

Mary and Leigh Block Museum of Art, host institution.

Research Call Number

JQF 20-673

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