Fulvio IraceFulvio Irace

Estetica del Consumo

ProgramProgram

GLI IPERMUSEI

�I musei si riempiranno ben presto di oggetti totalmente inutili, grandi.ingombranti, così che sidovranno costruire nel deserto delle torri speciali per poterli contenere �

Salvator Dalì, 1931

Mostra di Armani, Guggenheim, NY

Times Square, NY

Smithson + N igel Henderson e Eduardo Paolozz i, Parallel o f Life and Art , I.C .A., London, 11 September – 18 October 1953

«These images cannot be so arranged as to form a consecutive statement. Instead they will establish an intricate series of cross relationships between different fileds of art and technics. Touching off a wide range of association andoff a wide range of association andoffering fruitful analogies….a kind of Rosetta stone.»

«The method will be to juxtapose photo-enlargements of those images d f lif t i d tdrawn from life, nature, industry, building, and the arts – of related phenomena that are parts of that New Landscape which experimental scienceLandscape which experimental sciencehas revealed and artists and theorists created.»

RichardHamilton, Just what isit that makes today's homes sodifferent, so appealing?,Collage, 1956

According to a 2007 article by the art historian John Paul Stonard, the collage consists ofimages taken mainly from American magazines. The principal template was an image of aimages taken mainly from American magazines. The principal template was an image of amodern sitting room in an advertisement in Ladies Home Journal for Armstrong Floors, whichdescribes the "modern fashion in floors". The title is also taken from copy in the advert, whichstates "Just what is it that makes today's homes so different, so appealing? Open planning of

d b ld f l " Th b d b ild i I i 'Z b ' K ki i f M L Acourse � and a bold use of color." The body builder is Irvin 'Zabo' Koszewski, winner of Mr L.A.in 1954. The photograph is taken from Tomorrow's Manmagazine, September 1954. The artistJo Baer, who posed for erotic magazines in her youth, has stated that she is the burlesquewoman on the sofa, but the magazine from which the picture is taken has not been identified., g pThe staircase is taken from an advertisement for Hoover's newmodel "Constellation", and itwas sourced from the same issue of Ladies Home Journal, June 1955, as the Armstrong Floorsad. The picture of the cover of Young Romance was from an advertisement for the magazinei l d d i it i t bli ti Y L ( 15 1950) Th TV i St b C lincluded in its sister publication Young Love (no 15, 1950). The TV is a Stromberg Carlson,taken from a 1955 advert. Hamilton asserted that the rugwas a blow up from a photographdepicting a crowd on the Whitley Bay beach. The image of planet Earth at the top was cut fromLife Magazine (Sept 1955). The original reference image for the collage from Life Magazinef g ( p ) g g g gsupplied to Hamilton is in the JohnMcHale archives at Yale University. It was one of the firstimages to be laid down in the collage.The Victorian man in the portrait has not been identified.The periodical on the chair is a copy of The Journal of Commerce, founded by telegraphi S l F B M Th t d i B iti h d B & H k "R t �pioneer Samuel F. B. Morse.The tape recorder is a British made Boosey & Hawkes "Reporter�,

but the source of the image has not been identified. The view through the window is a widelyreproduced photograph of the exterior of a cinema in 1927 showing the premiere of the early"talkie" film, The Jazz Singer starring Al Jolson; the actual original source of the image has not, g g ; g gyet been found.

Just what is it that makes today�s homes so different? is a remake of an image Hamilton originally created in 1956 as partof his contribution to the group exhibition This is Tomorrow held at the Whitechapel Art Gallery in London. The collageJust what is it that makes today�s home�s so different, so appealing? (Kunsthalle Tübingen, Zundel Collection) featured inth t l d l d i t t It i f H ilt � t f i d h b i fthe catalogue andwas alsomade into aposter. It is one of Hamilton�s most famous images and has become an icon ofBritish Pop art . In 1992 the BBC invited Hamilton to participate in a series of half hour programmes entitled QED. Hisrole, in a slot titled �Art and Chips�, was to demonstrate an artist�s use of a computer to generate art. He decided torecreate the experience of making the 1956 collage in a way that would be appropriate to the 1990s, remaking the imageto reflect the contemporary era using a Quantel Paintbox he had recently purchasedto reflect the contemporary era using a Quantel Paintbox he had recently purchased.

Smithson , H ouse of the Fu tu re, Ideal Home Exhibition, Olympia, London, August 1955-March 1956

François Dallegret, Bolla ambien tale, 1965

Francois Dallegret in his studio house, mid sixties

Defined by Art in America as the "'world's most avant gardeshopping centre," the Palas Metro is a multilevel labyrinthdevoted to commerce fairs and leisure activities Quoted indevoted to commerce, fairs and leisure activities.Quoted inReyner Banham'sMegastructure:Urban Futures of theRecent Past, 1976.

POPMASSMEDIA POPMEDIA

NETWORKS

TECHNOLOGYTECHNOLOGYMEDIUM

SEXCIT SEXSPACECIT

YSPACE

Archigram, It s All the Same, 1961

Archigram, Living Arts, 1963

Archigram, Living Arts, 1963

Archigram, Living City Exh ibition, Vienna, 1963

Ron Herron , Archigram, Walking City, 1964

Peter C ook, Archigram, Plug In City, 1964

«Oggi, dopo più di un secolodi tecnologia elettrica,g ,abbiamo esteso il nostrosistema nervoso centralefino a farlo diventare unabbraccio globale abolendoabbraccio globale, abolendolimiti di spazio e tempo perquanto concerne il nostropianeta»p

Marshall McLuhan, 1964

Marshall McLuhan, Understanding Media, 1964

Roy L ichtenstein, This Must Be The Place, 1965

«L’idea fondamentale della Plug-In City – della città consideratacome un’unica entità organica –come un unica entità organicaè vecchia quanto Urbino. Anchequi infatti la città costituiva unoscheletro di spazi urbani(passaggi, scalinate, strade,(passaggi, scalinate, strade,piazze) che tengono insieme lecose»Blake, 1964

Archigram, Montreal Tower, 1963-67

Archigram, Warren Chalk, Capsule H ome, 1964

L a s V e g a sL a s V e g a s

Robert Venturi, Vanna Venturi House, Chestnut Hill, Philadelphia, 1962

Robert Venturi, Guild House, Philadelphia 1964

Robert Venturi, Gordon Wu Hall, Princeton, NJ, 1983

Robert Venturi, Best Showroom, Oxford Valley, Langhorne, PA, 1978

Otto Wagner, Majolika Haus, Vienna 1898-99

Robert Venturi, B A S C O Showroom, Ph iladelph ia, 1976

Robert Venturi, Emergency Service, Orlando, 1993

Venturi, Exxon Gas Station for Disney World , Orlando, Flo rida, 1995