OCTOBER 2019
Heiko Hoffmann, Felix Hoffmann (eds.)
No Photos On The Dancefloor
Berlin 1989–Today
Prestel, 2019
Comes with the original exhibition flyer for our subscribers
DEAR FRIEND OF 8 BOOKS A YEAR,
There have been a few moments in modern history when advertising was way ahead of its time. Do you remember the “1984” commercial created by apple? Or – going back to the late 50s – the incredible “Think small” ad for Volkswagen? Being respectively 35 and 60 years old, both campaigns still seem as modern as can be. (If you don’t recall them, you’ll easily find them online.) But intentionally or not, advertising has always been a valid snapshot of the current zeitgeist – not always in a flattering way, of course. I just rediscovered a poster which I found so weird in the 90s that I ordered it back then (which was not a typical thing to do, but I contacted the agency and finally got a print of it). It’s an ad by the tobacco brand “West” and it shows two female military pilots. There’s also a headline saying “The Power of Now”, raising the unsettling question of which form of power could be meant here? Ironically, a book with the exact same title, written by Eckhart Tolle, became one of the most important spiritual bestsellers shortly thereafter and, as a result, a forerunner in the up-and-coming trend of mindfulness. As I mentioned, I just recently rediscovered that poster in my storage, where it has been boxed for over 20 years. But no more than one week later did I re-encounter the same ad in a totally different context: as a part of a photo in a current photo exhibition. A very surprising synchronicity? Or just another coincidence? Either way the catalogue of this exhibition is both a journey in time and into a subculture which heavily contributed to Berlin’s creative reputation. You’ll find the West ad on its first few pages.
All my best,
Christian Kaspar Schwarm
Heiko Hoffmann, Felix Hoffmann (eds.)
No Photos On The Dancefloor
Berlin 1989–Today
Prestel, 2019
Comes with the original exhibition flyer for our subscribers
Read InscriptionDEAR FRIEND OF 8 BOOKS A YEAR,
There have been a few moments in modern history when advertising was way ahead of its time. Do you remember the “1984” commercial created by apple? Or – going back to the late 50s – the incredible “Think small” ad for Volkswagen? Being respectively 35 and 60 years old, both campaigns still seem as modern as can be. (If you don’t recall them, you’ll easily find them online.) But intentionally or not, advertising has always been a valid snapshot of the current zeitgeist – not always in a flattering way, of course. I just rediscovered a poster which I found so weird in the 90s that I ordered it back then (which was not a typical thing to do, but I contacted the agency and finally got a print of it). It’s an ad by the tobacco brand “West” and it shows two female military pilots. There’s also a headline saying “The Power of Now”, raising the unsettling question of which form of power could be meant here? Ironically, a book with the exact same title, written by Eckhart Tolle, became one of the most important spiritual bestsellers shortly thereafter and, as a result, a forerunner in the up-and-coming trend of mindfulness. As I mentioned, I just recently rediscovered that poster in my storage, where it has been boxed for over 20 years. But no more than one week later did I re-encounter the same ad in a totally different context: as a part of a photo in a current photo exhibition. A very surprising synchronicity? Or just another coincidence? Either way the catalogue of this exhibition is both a journey in time and into a subculture which heavily contributed to Berlin’s creative reputation. You’ll find the West ad on its first few pages.
All my best,
Christian Kaspar Schwarm