Exhibition Dates: March 11–August 4, 2024
Location: The Met Fifth Avenue, Gallery 852, The Howard Gilman Gallery
(New York, March 12, 2024)—On March 11, 2024, The Metropolitan Museum of Art opened The Real Thing: Unpackaging Product Photography, an exhibition exploring how commercial camerawork contributed to the visual language of modernism. The photographs featured depict the familiar trappings of everyday life—from toothpaste to tombstones to hats—but at times these subjects will be unrecognizable, so altered by the camera as to constitute an entirely new view.
Spanning the first century of photographic advertising, The Real Thing unites more than 60 works from across the commercial sector. In these photographs, artists—some famous, some forgotten—transform common objects into covetable commodities. Corporate commissions by celebrated innovators, such as Paul Outerbridge, August Sander, and Piet Zwart, appear alongside obscure catalogues and trade publications. Bringing these photographs together, the exhibition reveals links between the promotional strategies of vernacular studios and the radical tactics of the interwar avant-garde.
The exhibition is made possible by The Robert Mapplethorpe Foundation, Inc.
“This dynamic exhibition looks anew at the commercial history of photographs in the Museum’s collection,” said Max Hollein, The Met’s Marina Kellen French Director and Chief Executive Officer. "By embracing this discerning lens, we gain a renewed appreciation of the intricacies and aesthetics of our everyday surroundings."
“Not many of the photographers in this exhibition would have identified as fine artists, but their inventive commercial work harnesses the artistic potential of the camera to persuade and enchant,” added the show’s curator, Virginia McBride, Research Associate in the Department of Photographs. “Now that photography’s place in museums no longer needs defending, The Real Thing considers how working photographers, in corporate studios and industrial storerooms, advanced modern art’s visual revolution.”
The first advertising photographs were published in albums and used to peddle products door to door. For early retailers and ad agencies, photography offered unprecedented realism and, better still, an aura of truth; the medium’s perceived objectivity bolstered consumer confidence. Beginning in the late 1850s, new demand for manufactured goods subsidized commercial photography, spurred by evolving technologies of image reproduction. In the decades that followed, increasingly inventive approaches to the still life, from dizzying perspectives to extreme modulations of scale, adapted modernism for the mass market. Historically framed as avant-garde experimentation, this work is rarely acknowledged in its original context of commercial enterprise. This exhibition resituates such innovation within the realm of advertising and investigate its unlikely origins.
Drawn entirely from The Met collection and featuring many photographs from The Ford Motor Company Collection of modernist European and American photography, the exhibition brings together a wide range of photographic media. Included are proof prints, tear sheets, and sample books used by travelling merchants, along with photomontages and rare examples of early color printing. Such masterworks as André Kertész’s elegant study of a fork and Grete Stern and Ellen Auerbach’s surrealist-inflected advertisements for hair dye and gloves are presented together with the projects of overlooked studios and anonymous makers. Debuting dozens of objects from the Department of Photographs that have never before been shown, and introducing timely new acquisitions, the exhibition considers photography in an expanded field of commercial practice.
The Real Thing: Unpackaging Product Photography is organized by Virgina McBride, Research Associate in the Department of Photographs at The Met.
Programs
On Thursday, April 11, from 6 to 7 p.m. in the Grace Rainey Rogers Auditorium, The Met will host a panel with celebrated photographers Sara Cwynar and Bobby Doherty and photo director and editor Emily Keegin. Moderated by exhibition curator Virginia McBride, the conversation will explore commercial strategies of visual seduction in contemporary product photographs and their historical precursors.
The exhibition is featured on The Met’s website as well as on social media using #MetPhotographs.
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March 12, 2024
Contact: Matthew Tom
Communications@metmuseum.org
Image: Murray Duitz (American, 1917–2010), A.S. Beck “Executive” Shoe, 1957. Gelatin silver print. The Metropolitan Museum of Art, New York, Gift of the artist, 1975 (1975.601.2.1) © Estate of Murray Duitz
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