Britische Sicht! Fotografie aus England.

Modular storytelling through variable pairs of images as an advertising concept

Description: Set of four posters. Publisher: Museum für Gestaltung, Zürich, 1988. Printer: Hug & Söhne, Zürich. Technique: Colour offset. Size: 4 × 64 × 90 cm – 25¼ x 35½ in. (4 sheets, not mounted).

Ref.: eMuseum M-0529, M-0858, M-0859, M-0860

Condition: An original poster in very fine condition, with no significant or at most slight signs of use commensurate with its age, such as slight folds, tears or bubbles.

Notes: Hans-Rudolf Lutz (1939–1998) gained international recognition for his experimental typography and design concepts. He was a professor of typesetting at the Zurich University of the Arts for over thirty years and the author and editor of numerous important books and treatises on typography. He also ran his own design studio in Zurich. The campaign for the ‘Britische Sicht!’ exhibition reflected his conceptual thinking in many respects. Four image motifs were printed to promote the exhibition and could be combined in any way when displayed. This theoretically resulted in six different poster designs. These reflected the diversity of the British photographs on display and enhanced the exhibition's promotional impact in public spaces through the creative interplay of the various visual motifs. The exhibition details were printed on a separate sheet and stuck over the posters on the billboard pillars (this sheet is not included in the series).

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Bibliography:
Zurich University of the Arts, Archive:
→ M-0529 ; M-0858 ; M-0859 ; M-0860

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