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Fagus - Industriekultur zwischen Werkbund und Bauhaus (German, Hardcover, 1., Aufl.)
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Fagus - Industriekultur zwischen Werkbund und Bauhaus (German, Hardcover, 1., Aufl.)
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Fagus is the story of a Gesamtkunstwerk and an early example of
corporate identity: the Fagus factory in Alfeld an der Leine, built
by Walter Gropius and Adolf Meyer from 1911, is regarded as the
founding structure of modernism. The architects succeeded in giving
a medium-sized company a completely unusual face that was anything
but traditional. This was possible because the client and architect
formed an extraordinarily favorable constellation. The factory
owner combined an affinity toward the life reform movement with
American corporate philosophy. With its representative objectivity
and extensive use of glass, the factory is also an expression of a
new entrepreneurial self-confidence and a modern advertising
strategy. The avant-garde further influenced the design of the
company's machines and its printed matter. The list of
collaborators reads like a Who's Who of international modernism:
some of Fagus's advertising, for instance, was designed by Johannes
Molzahn, Theo von Doesburg, and Herbert Bayer. And with his series
of photographs from 1928, the photographer Albert Renger-Patzsch
created what can today be called a classic image of the Fagus
factory and its products.
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