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Book-59415.Pdf Ward_fm 1/8/01 2:41 PM Page i Weimar Surfaces Ward_fm 1/8/01 2:41 PM Page ii Ward_fm 1/8/01 2:41 PM Page iii Weimar and Now: German Cultural Criticism Edward Dimendberg, Martin Jay, and Anton Kaes, General Editors 1. Heritage of Our Times, by Ernst Bloch 2. The Nietzsche Legacy in Germany, 1890–1990, by Steven E. Aschheim 3. The Weimar Republic Sourcebook, edited by Anton Kaes, Martin Jay, and Edward Dimendberg 4. Batteries of Life: On the History of Things and Their Perception in Modernity, by Christoph Asendorf 5. Profane Illumination: Walter Benjamin and the Paris of Surrealist Revolution, by Margaret Cohen 6. Hollywood in Berlin: American Cinema and Weimar Germany,by Thomas J. Saunders 7. Walter Benjamin: An Aesthetic of Redemption, by Richard Wolin 8. The New Typography, by Jan Tschichold, translated by Ruari McLean 9. The Rule of Law under Siege: Selected Essays of Franz L. Neumann and Otto Kirchheimer, edited by William E. Scheuerman 10. The Dialectical Imagination: A History of the Frankfurt School and the Institute of Social Research, 1923–1950, by Martin Jay 11. Women in the Metropolis: Gender and Modernity in Weimar Cul- ture, edited by Katharina von Ankum 12. Letters of Heinrich and Thomas Mann, 1900–1949, edited by Hans Wysling, translated by Don Reneau 13. Empire of Ecstasy: Nudity and Movement in German Body Culture, 1910–1935, by Karl Toepfer 14. In the Shadow of Catastrophe: German Intellectuals between Apoca- lypse and Enlightenment, by Anson Rabinbach 15. Walter Benjamin’s Other History: Of Stones, Animals, Human Beings, and Angels, by Beatrice Hanssen 16. Exiled in Paradise: German Refugee Artists and Intellectuals in America from the 1930s to the Present, by Anthony Heilbut 17. Cool Conduct: The Culture of Distance in Weimar Germany, by Hel- mut Lethen, translated by Don Reneau 18. In a Cold Crater: Cultural and Intellectual Life in Berlin, 1945–1948, by Wolfgang Schivelbusch, translated by Kelly Barry Ward_fm 1/8/01 2:41 PM Page iv 19. A Dubious Past: Ernst Jünger and the Politics of Literature after Nazism, by Elliot Y. Neaman 20. Beyond the Conceivable: Studies on Germany, Nazism, and the Holocaust, by Dan Diner 21. Prague Territories: National Conflict and Cultural Innovation in Franz Kafka’s Fin de Siècle, by Scott Spector 22. Munich and Memory: Architecture, Monuments, and the Legacy of the Third Reich, by Gavriel D. Rosenfeld 23. The UFA Story: A History of Germany’s Greatest Film Company, 1918–1945, by Klaus Kreimeier, translated by Robert and Rita Kimber 24. From Monuments to Traces: Artifacts of German Memory, 1870–1990, by Rudy Koshar 25. We Weren’t Modern Enough: Women Artists and the Limits of Ger- man Modernism, by Marsha Maskimmon 26. Culture and Inflation in Weimar Germany, by Bernd Widdig 27. Weimar Surfaces: Urban Visual Culture in 1920s Germany, by Janet Ward Ward_fm 1/8/01 2:41 PM Page v Weimar Surfaces Urban Visual Culture in 1920s Germany janet ward University of California Press berkeley los angeles london Ward_fm 1/8/01 2:41 PM Page vi University of California Press Berkeley and Los Angeles, California University of California Press, Ltd. London, England © 2001 by the Regents of the University of California Library of Congress Cataloging-in-Publication Data Ward, Janet, 1963–. Weimar surfaces : urban visual culture in 1920s Germany / Janet Ward. p. cm.—(Weimar and now ; 27) Includes bibliographical references and index. isbn 0-520-22298-9 (cloth : alk. paper)—isbn 0-520-22299-7 (pbk. : alk paper) 1. Arts, German. 2. Arts, Modern—20th century—Germany. 3. Modernism (Aesthetics)—Germany. 4. Popular culture— Germany—Influence. 5. Germany—History—1918–1933. I.Title. II. Series. nx550.a1 w37 2001 306.4′7′094309042—dc21 00–055963 Manufactured in the United States of America 10 09 08 07 06 05 04 03 02 01 109876 54 321 The paper used in this publication meets the minimum requirements of ansi / niso z39 0.48-1992(r 1997) (Permanence of Paper). ∞ Ward_fm 1/8/01 2:41 PM Page vii For my parents, Joan and Alfred Ward, with love and gratitude Ward_fm 1/8/01 2:41 PM Page viii Ward_fm 1/8/01 2:41 PM Page ix Contents Acknowledgments xv introduction modern surface and postmodern simulation: a retrospective retrieval 1 Agendas of Surface and Simulacrum, 1; Weimar Surfaces Now, 8; Tactility in the City, 14; Exhibiting Superficies, 18; Philosophies of Counterfeit, 24; Resistances to Weimar Surface, 37; Surface, Academy, and World, 41 chapter 1. functionalist façades: the reformation of weimar architecture 45 The Building’s New Face, 45; Decoration Do’s and Don’ts, 52; Brave New World, 56; Glass Culture, 62; The Pains of Tabula Rasa, 69; Surface Art at Home, 74; Fashioning the Female Body, 81 chapter 2. electric stimulations: the shock of the new objectivity in weimar advertising 92 Advertising as Power, 92; Electric Modernity, 101; The Architecture of Light, 110; Shock Treatments, 116; “Light Lures People,” 128; Rejecting the Modern, 133; The Embrace of the Avant-Garde, 136; Postmodernity and the Space of Advertising, 140 Ward_fm 1/8/01 2:41 PM Page x x / Contents chapter 3. into the mouth of the moloch: weimar surface culture goes to the movies 142 From Caligari-Effect to Film-Set Omnipotence, 142; Kracauer versus the Weimar Film City, 147; Celebratory Film Streets, 155; The Weimar Movie Palaces: Façades on Façades, 163; “The Total Artwork of Effects,” 172; Cinema and the Secularization of Ritual, 181 chapter 4. the display window: designs and desires of weimar consumerism 191 The Phantasmagoria of Selling, 191; Through the Looking Glass, 198; The Opening in the Wall, 208; Window Techniques, 215; The Display Window as Mechanical-Age Artwork, 220; Transparencies of Truth and Lie, 223; Mannequins on Both Sides of the Glass, 228; The Murderer at the Window, 233; Post-Wall Re-Creations, 240 Appendix: Selected Weimar Periodicals and Newspapers 241 Notes 245 Illustration Sources 321 Index 325 Ward_fm 1/8/01 2:41 PM Page xi Illustrations 1. Bauhaus building, Dessau, by Walter Gropius, 1926 12 2. Christo and Jeanne-Claude’s Wrapped Reichstag, Berlin, 1995 20 3. Hindenburg Platz, Stuttgart, 1930 27 4. Design entry for the Berlin exhibition area competition, by Hans Scharoun, 1925 28 5. The Tiller Girls, 1929 35 6. “Modernization: The house-owner Gieselmann before and after the renovation of his façade,” 1929 46 7. Before-and-after sketch of the corner of Uhlandstraße— Kurfürstendamm, Berlin, 1929. 47 8. Project for the Potsdamer/Leipziger Platz, by Martin Wagner, 1929 50 9. Bauhaus Stairway, by Oskar Schlemmer, 1932 61 10. Der neue Mensch, by George Grosz, 1921 62 11. Mosse House, by Erich Mendelsohn, Berlin, 1926 68 12. Project for a Glass Skyscraper, by Ludwig Mies van der Rohe, 1921 69 13. Horseshoe Housing Project, Berlin-Britz, by Bruno Taut and Martin Wagner, 1925–1931 77 14. “The spirit of the new fashion corresponds to the spirit of the new architecture,” 1929 82 15. Front cover for Die Reklame, 1929 83 Ward_fm 1/8/01 2:41 PM Page xii xii / Illustrations 16. “The make-up machine,” 1931 84 17. “The woman of today!” Advertisement for Creme Mouson, 1929 85 18. Advertising column, 1931 94 19. Electric clock tower, 1925 95 20. Poster for Berlin trade exhibition on advertising, 1929 97 21. Advertisement for Osram Nitra electric light bulbs, late 1920s 104 22. “The city in advertising’s sea of lights,” 1926 105 23. Berlin exhibition area, 1929 108 24. Siegessäule decorated by Osram for the Berlin in Light week, 1928 109 25. “Edison-Spike” for the Amsterdam light week, 1929 110 26. “Monumental building” advertisement, 1929 113 27. Design entry for Alexanderplatz competition, 1929 115 28. “Persil stays Persil” advertisement, Berlin, 1929 117 29. Protos Corner on the Ku-Damm, Berlin, 1927 118 30. Petersdorff textiles store, Breslau, by Erich Mendelsohn, 1928. 120 31. “S-Bahn Crossing” sketch by Robert Herlth for Asphalt, 1929 122 32. “Pedestrian barriers” for street intersections in Stuttgart, 1929 126 33. “Light lures people” advertisement, 1926 129 34. Poster for Die Straße, 1924 131 35. Zeppelin in its hangar, Berlin, late 1920s 145 36. “A Street in the Atelier during Filming of Asphalt,” by Rudi Feld, 1929 157 37. Ufa-Palast am Zoo, with Rudi Feld’s façade for Asphalt, 1929 158 38. AEG advertisement for cinema apparatus, 1923 165 Ward_fm 1/8/01 2:41 PM Page xiii Illustrations / xiii 39. Ufa-Palast am Zoo, with Rudi Feld’s façade for Das Girl von der Revue, 1929 167 40. Ufa-Pavillon am Nollendorfplatz, with silver-painted exterior for Metropolis, 1927 168 41. Ufa-Palast am Zoo, with Rudi Feld’s façade for Die Frau im Mond, 1929 170 42. Sketch for the façade advertisement of Wings, by Rudi Feld, 1929 171 43. Nighttime view of the Titania-Palast, Berlin, 1927 174 44. Lichtreklame for Babylon movie palace, Berlin, by Hans Poelzig, 1928 175 45. Auditorium of the Titania-Palast, Berlin, 1928 178 46. Plans for the modernization of the Gloria-Palast exterior, Berlin, 1926 183 47. Movie palace advertisement for Der letzte Mann, 1924 188 48. Display window opposite Gloria-Palast, Berlin, 1929 194 49. “The display window—the key to success” advertisement, 1929 203 50. “Organization—Advertising—Sales techniques—Display Window Decoration” advertisement, 1928 205 51. Doll show at the Ka De We, 1928 206 52. “Every new department store—a thousand destroyed existences,” 1928 207 53. Stainless steel frames for display window, Düsseldorf, 1928 211 54. Schocken department store, Stuttgart, by Erich Mendelsohn, 1928 212 55. Elevator shaft for the Grünfeld department store, Berlin, by Otto Firle, 1928 213 56.
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