Video: Behind the Scenes at the Block Museum of Art

Goldsholl Design Associates, 7UP liter-size packaging design for “Uncola,” c. 1975, from 27 Designers Annual Publication, 1976. Courtesy of Dr. Pepper Snapple Group.

The third video in the editorial partnership series between Sixty Inches from Center and Art Design Chicago takes a close look behind the installation process for the Block Museum of Art’s new exhibition Up is Down: Mid-century Experiments in Advertising and Film at the Goldsholl Studio.

Featuring video footage from the show, including 1957’s Night Driving, Sixty Inches from Center follows co-curators Amy Beste and Corinne Granof, as well as the Block Museum’s Dan Silverstein, as they walk through the technology-heavy installation and its curatorial process.

“The title Up is Down references one of Millie and Morton Goldsholl’s own works, but at the same time we wanted to convey that the studio was invested in turning conventions upside down—applying avant-garde techniques to commercial works.”    —Amy Beste, Director of Public Programs in the Department of Film, Video, New Media and Animation at the School of the Art Institute of Chicago.

Watch the video, produced by On the Real Film, below and read the accompanying article at Sixty Inches from Center’s website.

And for bonus Up is Down material, check out the latest Storytelling Series podcast, recorded at the Chicago Athletic Association Hotel and featuring Chicago-based artist Jan Tichy in conversation with Amy Beste and Corinne Granof.

Up is Down: Mid-century Experiments in Advertising and Film at the Goldsholl Studio is on view at the Block Museum of Art at Northwestern University through December 9 as part of Art Design Chicago.



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