![A cream poster for an exhibition of modern architecture. In the center is an image resembling an abstracted hourglass, with tan and blue conical geometric shapes linked by a black rectangular element. Surrounding the image are words pertaining to the exhibition. At the top in blue, tan, and black capital letters [NEW ARCHITECTURE / EXHIBITION OF] is printed; across the central image, in various orientations: [THE ELEMENTS OF MODERN ARCHITECTURE / DESIGNED BY / MARS GROUP] is printed. Below this, in lines of alternating black and tan capitalised text: [NEW BURLINGTON GALLERIES / BURLINGTON GARDENS W 1 / JANUARY 12TH TO 29TH 1938 / 10 A.M. TO 8 P.M. ADMISSION 1/-] is printed. The capital letters [M] and [A] can be found inside the abstracted hourglass in blue and black with a white outline, respectively. In the top right corner [MADE IN ENGLAND] is printed in small red capital letters. On the right hand side of the hourglass the work is signed by the designer, [E McKnight Kauffer '37], in small tan letters.]( https://images.collection.cooperhewitt.org/65797_026768c95fc76609_b.jpg
"Poster, New Architecture")
There are 2 other images of this object. See our image rights statement.
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Object Timeline
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1963 |
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Poster, New Architecture
This is a Poster. It was designed by E. McKnight Kauffer and made for (as the client) MARS Group. It is dated 1937 and we acquired it in 1963. Its medium is lithograph. It is a part of the Drawings, Prints, and Graphic Design department.
<!--td {border: 1px solid #ccc;}br {mso-data-placement:same-cell;}--> This poster publicized an important exhibition by the MARS (Modern Architectural Research) Group (1933–57) that promoted modern architecture in Britain as a solution to social needs. The exhibition was intended to allow the public to view modern architecture and understand its role in contemporary life. It is no surprise that the group commissioned E. McKnight Kauffer, then London's top modern graphic artist, to design the exhibition poster, shown here, and catalog cover. Kauffer had helped revolutionize poster design in Britain, applying fine-art sensibilities and styles, such as Cubism and abstraction, to the commercial arts. He believed art and commerce, though distinct, could exist harmoniously. Kauffer closely analyzed how people viewed posters, recognizing the importance of color and determining that geometric design attracted attention. The simplified form and colors of this poster were in line with British modernist styles at the time. The exhibition, open for less than three weeks, attracted 7,000 visitors, gaining attention and support for modern architecture in Britain.
This object was
donated by
Mrs. Edward McKnight Kauffer.
It is credited Gift of Mrs. E. McKnight Kauffer.
- Poster, Schweizerische Stadtbau-Ausstellung (Swiss Urban Planning Exhibit)
- lithograph on white wove paper.
- Museum purchase through gift of Eric Kellenberger Collection, Switzerland and....
- 2008-33-1
- Reproduction, Circular Staircase at Holthanger, Surrey
- photograph.
- Architectural Press Archive / RIBA Collections.
- s-e-3330
Its dimensions are
76.2 × 51 cm (30 in. × 20 1/16 in.)
It has the following markings
Stamped in red ink, upper left: MADE IN ENGLAND
It is signed
Printed in script, in tan ink, lower center right: E. McKnight Kauffer '37
Cite this object as
Poster, New Architecture; Designed by Edward McKnight Kauffer (American, active England, 1890–1954); Client: MARS Group; USA; lithograph; 76.2 × 51 cm (30 in. × 20 1/16 in.); Gift of Mrs. E. McKnight Kauffer; 1963-39-97
This object was previously on display as a part of the exhibition Underground Modernist: E. McKnight Kauffer.
