Art and Design in 1960s New York

258 Pages·2021·20.542 MB·English

by  Amanda Gluibizzi

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Art and Design in 1960s New York
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Frontispiece: Robert Rauschenberg, Skyway, 1964
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Art and Design in 1960s

New York
Amanda Gluibizzi
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Anthem Press
An imprint of Wimbledon Publishing Company
www.anthempress.com
This edition first published in UK and USA 2021
by ANTHEM PRESS
75– 76 Blackfriars Road, London SE1 8HA, UK
or PO Box 9779, London SW19 7ZG, UK
and
244 Madison Ave #116, New York, NY 10016, USA
Copyright © Amanda Gluibizzi 2021
The author asserts the moral right to be identified as the author of this work.
All rights reserved. Without limiting the rights under copyright reserved above,
no part of this publication may be reproduced, stored or introduced into
a retrieval system, or transmitted, in any form or by any means
(electronic, mechanical, photocopying, recording or otherwise),
without the prior written permission of both the copyright
owner and the above publisher of this book.
British Library Cataloguing- in- Publication Data
A catalogue record for this book is available from the British Library.
ISBN- 13: 978- 1- 78527- 665- 1 (Hbk)
ISBN- 10: 1- 78527- 665- 4 (Hbk)
Cover Image: Venturelli Luca / Shutterstock.com
This title is also available as an e- book.
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CONTENTS

List of Figures vii
Acknowledgments xi
Introduction: The Entire Visual World 1
1. Designs on 1960s New York: The Image of Pop and
North by Northwest 19
2. Breaking the Rules with the Beetle: Volkswagen’s Revolutionary
Advertising and the Visual Wit of Andy Warhol’s Pop Art 43
3. Navigating by the Vernacular Glance: Billboards, Signs, and
the Urban Combine 71
4. Way- Words: Wayfinding by Following Pieces 113
5. What’s the Matter with the Megalopolis? 141
Notes 185
Bibliography 219
Index 237
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FIGURES

Robert Rauschenberg, Skyway, 1964 ii
1 David Ogilvy, “The man in the Hathaway shirt,” 1951 29
2 Saul Bass, Vertigo (one- sheet poster), 1958 31
3 Saul Bass, North by Northwest (poster), 1959 32
4 North by Northwest (still), 1959 38
5 Saul Bass, North by Northwest (title sequence), 1959 39
6 Saul Bass, North by Northwest (title sequence), 1959 40
7 “Are they making the turnpikes shorter this year?,”
Advertisement for the 1961 Plymouth car, 1961 45
8 Doyle Dane Bernbach, “Lemon.”, Advertisement for the
Volkswagen Beetle, 1959 49
9 Doyle Dane Bernbach, “Think small.”, Advertisement for
the Volkswagen Beetle, 1959 51
10 Doyle Dane Bernbach, “How to do a Volkswagen ad.”,
Advertisement for the Volkswagen Beetle, 1962 55
11 Doyle Dane Bernbach, “2 shapes known the world over.”,
Advertisement for the Volkswagen Beetle, 1962 56
12 Robert Rauschenberg, Coca- Cola Plan, 1958 57
13 Andy Warhol, Coca- Cola, 1962 59
14 Andy Warhol, 210 Coca- Cola Bottles, 1962 60
15 Doyle Dane Bernbach, “No point showing the ’62 Volkswagen,”
Advertisement for the Volkswagen Beetle, 1962 63
16 Andy Warhol, Double Elvis, 1963/ 1976 66
17 Carl Rose, illustration from Robert Moses, “A Broadside against
Billboards,” New York Times, November 12, 1950 76
18 Robert Rauschenberg, Satellite, 1955 84
19 Robert Rauschenberg, Stripper, 1962 85
20 Robert Rauschenberg (recto), Untitled, ca. 1954/ 1958 88
21 Robert Rauschenberg (verso), Untitled, ca. 1954/ 1958 89
22 Robert Rauschenberg (detail), Untitled, ca. 1954/ 1958 90
23 Robert Rauschenberg, Trophy V (for Jasper Johns), 1962 91
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24 Robert Rauschenberg, Trophy I (for Merce Cunningham), 1959 93
25 Robert Rauschenberg (detail), Trophy I (for Merce
Cunningham), 1959 94
26 Robert Rauschenberg (detail), Trophy I (for Merce
Cunningham), 1959 95
27 Robert Rauschenberg, Black Market, 1961 98
28 Unimark International, one- way street signs, 53rd Street
project research photographs, 1967 99
29 Robert Rauschenberg (detail), Black Market, 1961 100
30 Unimark International, notes on New York City signage
(reference photographs), ca. 1968 103
31 Robert Rauschenberg, Estate, 1963 104
32 Robert Rauschenberg, Bait, 1963 105
33 Robert Rauschenberg (detail), Skyway, 1964 109
34 Massimo Vignelli, Bob Noorda, Unimark International,
design of the information tree, New York City
Transit Authority, Graphic Standards Manual, 1966– 70, p. 2 118
35 Vito Acconci, Following Piece, 1969 120
36 Vito Acconci (detail), Following Piece, 1969 125
37 Unimark International, mandatory sign: All persons are
forbidden to enter upon or cross the tracks, design for the
Metropolitan Transit Authority, New York, 1970 129
38 Vito Acconci, Following Piece, 1969 132
39 Massimo Vignelli (detail), Bob Noorda, Unimark International,
various situations showing how not to use the arrow(s) at any time
or in any place in the subway signage system, New York City
Transit Authority, Graphic Standards Manual, 1966– 70 133
40 Unimark International, NYC subway lines and proposed color
coding, late 1960s– early 1970s 134
41 Yoko Ono and John Lennon, Bagism, 1969 149
42 Van Ginkel Associates (detail), project proposal for Ginkelvan,
1972– 73 151
43 Unimark International, 53rd Street project reference photograph,
ca. 1967 153
44 Unimark International, 53rd Street signage proposal, 1967 158
45 Unimark International (detail), 53rd Street signage
proposal, 1967 159
46 Hans Haacke (detail), Sol Goldman and Alex DiLorenzo Manhattan
Real Estate Holdings, a real- time social system as of May 1, 1971 161
47 Hans Haacke, Shapolsky et al. Manhattan Real Estate Holdings,
a real- time social system as of May 1, 1971 164