The poster celebrates am exhibition of modern architecture, designed by the MARS group, held at the New Burlington Gallery in London, from January 12th to 29th, 1938. Central image, resembling an abstracted hourglass, consists of gray and blue solid geometric shapes linked by a black linear element. Surrounding the image are words pertaining to the architecture exhibition. At top in blue, tan, and black lettering: NEW ARCHITECTURE / EXHIBITION OF; across the central image, in various orientations: M / THE ELEMENTS OF MODERN ARCHITECTURE / A / DESIGNED BY / MARS GROUP; below, in lines of alternating black and tan text: NEW BURLINGTON GALLERIES / BURLINGTON GARDENS W 1 / JANUARY 12TH TO 29TH 1938 / 10 A.M. TO 8 P.M. ADMISSION 1/-.

There are 2 other images of this object. See our image rights statement.

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Object Timeline

-0001	We photographed this object.
1937	Work on this object began.
1963	We acquired this object.
2013	We photographed this object.
2016	We photographed this object.
2021	You found it!

Poster, The Elements of Modern Architecture, 1937

This is a Poster. It was designed by Edward McKnight Kauffer and made for (as the client) MARS Group. It is dated 1937 and we acquired it in 1963. Its medium is lithograph on tan wove paper. It is a part of the Drawings, Prints, and Graphic Design department.

This poster publicized an important exhibition by the MARS (Modern Architectural Research) Group (1933–57) that promoted modern architecture in Britain as a solution to social needs. The exhibition was intended to allow the public to view modern architecture and understand its role in contemporary life. It is no surprise that the group commissioned E. McKnight Kauffer, then London's top modern graphic artist, to design the exhibition poster, shown here, and catalog cover. Kauffer had helped revolutionize poster design in Britain, applying fine-art sensibilities and styles, such as Cubism and abstraction, to the commercial arts. He believed art and commerce, though distinct, could exist harmoniously. Kauffer closely analyzed how people viewed posters, recognizing the importance of color and determining that geometric design attracted attention. The simplified form and colors of this poster were in line with British modernist styles at the time. The exhibition, open for less than three weeks, attracted 7,000 visitors, gaining attention and support for modern architecture in Britain.

This object was donated by Mrs. Edward McKnight Kauffer. It is credited Gift of Mrs. E. McKnight Kauffer.

A simply constructed three story building in the shape of a Z, signifying the Zurich museum is the single element of this poster; the only ornament is the lettering running over the flat roof. Executed in black, gray and blue with white lettering.

Poster, Schweizerische Stadtbau-Ausstellung (Swiss Urban Planning Exhibit), 1928
lithograph on white wove paper.
Museum purchase through gift of Eric Kellenberger Collection, Switzerland and....
2008-33-1

Its dimensions are

76.2 × 50.6 cm (30 × 19 15/16 in.)

It has the following markings

Stamped in red ink, upper left: MADE IN ENGLAND

It is signed

Printed in script, in tan ink, lower center right: E. McKnight Kauffer '37

Cite this object as

Poster, The Elements of Modern Architecture, 1937; Designed by Edward McKnight Kauffer (American, active England, 1890–1954); USA; lithograph on tan wove paper; 76.2 × 50.6 cm (30 × 19 15/16 in.); Gift of Mrs. E. McKnight Kauffer; 1963-39-97

Short URL http://cprhw.tt/o/2CyjF/
Accession Number 1963-39-97
Object ID 18449259