[Blue Band Margarine]
Piet Zwart Dutch
Not on view
A modernist whose projects integrated photography, architecture, and graphic design, Piet Zwart was a pioneer of the Dutch avant-garde. He assiduously collected commercial art from around the world and—together with peers in the Ring of New Advertising Designers—adapted innovative aesthetics to corporate ends. In this, the most experimental of his still lifes for a margarine brand, he takes inspiration from recent industrial work, including the 1927 NKF cable catalogue. With trick lighting and plate glass, he seems to suspend this margarine midair, above a branded crate. Scrapping stereotypical associations with the product—from the farmyard to the family table—he instead summons its site of manufacture. Though it barely registers as food, this product presents the eye with a confounding feast.
This image cannot be enlarged, viewed at full screen, or downloaded.