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Making a Poster, 'How to Do It' Series, Number Nineteen
 Making a Poster, 'How to Do It' Series, Number Nineteen
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Our focus in this area is primarily on the early 20th Century with an emphasis on Dada and Surrealist movements in Europe and America. However, listings are not limited to those movements.

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Kiesler, Frederick, Contemporary Art Applied to the Store and its Display, New York, Brentano's Inc., 1930, first edition, 4to (11.25" x 8.25"), HB, goldenrod cloth boards w/ red decorative titles, VG+ / none. Spine faded, extremities bumped, owner's sticker to front pastedown.

158 pp. Profusely illustrated; index; book design - cover and typography - by the author. Kiesler's manifesto on the essential relationship between art and design and the specifics of his beliefs - not unlike so many other "isms" emerging early in the 20th Century - about the artists' obligation to serve a modern society by elevating the everyday experience of its citizens. In laying out his theories, Kiesler cites numerous works by his European and American avant garde contemporaries in painting, sculpture, architecture, together with several of his own architectural sketches, window displays and furniture designs. Through his association with several figures of the European avant garde (he worked with Adolf Loos and became a member of the De Stijl group in 1923) and his keen observation of the explosive new crosscurrents of other Modernism movements, Kiesler took a wealth of inspiration for the design of applied arts objects. He presents an analysis of the influence the works of these artists exert on the development of his theories of aesthetic law - most specifically his concepts as they apply to his own work in department store merchandising and display.

He considered it the mandate of the designer to create an experience that affords the user a bridge between art and his/her daily life . He refers to this concept as psycho-function: "Function and efficiency alone cannot create art works. "Psycho-function is that "surplus" above efficiency which may turn a functional solution into art". (p. 87)

A rare copy of this classic title on the confluence of works by early 20th Century avant garde artists and functional design.    [Book ID # 1553]


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