Corporate patronage of art & architecture in the United States, late 19th century to the present / edited by Monica E. Jovanovich and Melissa Renn.

Format:

Book

Contributor:

Jovanovich, Monica, editor.

Renn, Melissa, editor.

Series:

Contextualizing art markets.

Contextualizing art markets

Language:

English

Subjects (All):

Art and business--United States.

Art and business.

Art patronage--United States.

Art patronage.

Physical Description:

1 online resource (294 pages) : illustrations

Edition:

First edition.

Other Title:

Corporate patronage of art and architecture in the United States, late nineteenth century to the present

Place of Publication:

London ; New York : Bloomsbury Visual Arts, 2019.

Summary:

"This interdisciplinary collection of case studies rethinks corporate patronage in the United States and reveals the central role corporations have played in shaping American culture. This volume offers new methodologies and models for the subject of corporate patronage, and contains an extensive bibliography on corporate patronage, art collections and exhibitions, sponsorship, and philanthropy in the United States. The case studies herein go beyond the usual focus on corporate sponsorship and collecting to explore the complex organizational networks and motivations behind corporate commissions. Featuring chapters on Margaret Bourke-White, Julie Mehretu, Maxfield Parrish, Pablo Picasso, Diego Rivera, Eugene Savage, Millard Sheets, and Kehinde Wiley, as well as studies on Andrew Carnegie, Andrew Mellon, John D. Rockefeller Sr. and Jr., and Dorothy Shaver, and companies such as Herman Miller and Lord and Taylor, this volume looks at a wide array of works, ranging from sculpture, photography, mosaics, and murals to advertisements, department store displays, sportswear, medical schools, and public libraries."--Bloomsbury Publishing.

Contents:

List of Illustrations

Acknowledgments

Introduction

Beyond the Commercial: Corporate Patronage Reconsidered

Monica E. Jovanovich and Melissa Renn

Part I: Rethinking Corporate Patronage

Chapter 1: Corporate Patronage at the Crossroads: Situating Diego Rivera's 'Rockefeller Mural' Then and Now

Mary K. Coffey

Chapter 2: Maxfield Parrish's Creative Machinery for Transportation

Jennifer A. Greenhill

Chapter 3: Connections and Conflicts: Margaret Bourke-White's Corporate, Commercial, and Documentary Photography

Mark Durden

Chapter 4: Incorporated Philanthropy: The General Education Board, Abraham Flexner, and the Architecture of American Medical Schools in the Early Twentieth Century

Katherine L. Carroll

Part II: From Tastemaking to Marketing: Corporate Patronage Networks

Chapter 5: The Corporate Person as Art Collector: Andrew Mellon's Capital and the Origins of the National Gallery of Art

Seth Feman

Chapter 6: 'To live is to look and move forward': Lord and Taylor's 1928 Exposition of Modern Art and Design

Elizabeth McGoey

Chapter 7: Merchants, Manufacturers, and Museums: The Patronage Networks of Modern Design in the United States, 1930s-1950s

Margaret Maile Petty

Chapter 8: Marketing Hawaii: Eugene F. Savage and the Matson Murals (1938-1940)

Elizabeth B. Heuer

Part III: Corporate Commissions as Branding and Public Relations

Chapter 9: Civic Space and an Iconic Brand: Paradoxes of Corporate Patronage in the Carnegie Library Phenomenon

Douglas Klahr

Chapter 10: Banking with Family in Postwar California: Howard Ahmanson, the Millard Sheets Studio, and the Home Savings and Loan Commissions, 1953-1991

Adam Arenson

Chapter 11: Rusting Giant: U.S. Steel and the Promotional Material of Sculpture

Alex J. Taylor

Chapter 12: From Bank Lobbies to Sportswear: Julie Mehretu, Kehinde Wiley, and the Shift in Corporate Patronage in the Twenty-First Century

Daniel Haxall

Bibliography

List of Contributors.

Notes:

Compliant with Level AA of the Web Content Accessibility Guidelines. Content is displayed as HTML full text which can easily be resized or read with assistive technology, with mark-up that allows screen readers and keyboard-only users to navigate easily.

Includes bibliographical references and index.

ISBN:

9781501343759

1501343750

9781501343766

1501343769

9781501343742

1501343742

OCLC:

1100835404