This new technique of photomontage is relevant to our time in that way. For example photography is rarely a finality in itself, but a way to get to an other specific result. More and more of final projects aren’t only constructed of one medium. It felt relevant to our times and to how projects are now executed. This is what first appealed to me when I encountered this poster. Photography was newly used in the 1930’s in order to bring further other types of art. It was explained how photography, not yet considered as an autonomous art, was used for another medium’s finality. It was situated amongst others of his in the Stedelijk’s Design collection. This poster is an advertising print for food processing industries. He started to use Photomontage in 1926 and was one of the pioneers of this technique in the field of industrial design. These periods can be felt in his poster and the subject chosen. Paul Schuitema lived during the time of industrialization and of mass production after World War one. Repetition, geometrical forms and the use of primary colors are used in a similar way in both their posters. Those same influences can be found in the works of his colleague, Piet Zwart. El Lissitzky’s ideas, as well as Rodchenko’s (his way of using new angles in photography – such as from high above or down below the subject) influenced him in the design of his industrial advertisements.

He constructed his advertisements on the principles of De Stijl (more mathematical, abstract and simplified, when compared to previous styles) and Constructivism (as art had to contain social means). Paul Schuitema (1897-1973) is a Dutch graphic designer who also designed furniture, practiced photography and typography. In the Stedelijk’s permanent design collection, I chose one of Paul Schuitema’s posters.

Mass outfit redesign oblivion