>Hamada Masuji and others. 現代商業美術全集 [Gendai Shogyo Bijutsu Zenshu - The Complete Commercial Artist]. Tokyo, Ars 1928-30 (Showa 3 - 5). 24 volumes quarto, publisher's wrappers & printed card slipcases. Thousands of illustrations, most colour. Some flaws and signs of use - spines of the first few volumes a bit ratty, others with chips, wear and tear to the card boxes; a very acceptable set. sold
A complete set of the Shogyo Bijutsu, one of the great monuments of Japanese modernism. Largely the work of Masuji Hamada - credited with the invention of design as a profession in Japan - it is an encyclopaedic gathering of all that is new and exciting in Russia, Europe, Britain and America from art nouveau to bauhaus and constructivism, with futurism, expressionism, dada and everything else along the way lavishly mixed with Japanese responses to, and digestion of, these western ideas.
Each volume is devoted to a topic or related topics and commercial design here means more than it does to us. So as well as volumes on posters, advertisements, typography, and similar graphic arts (like bookbindings, magazine, brochure and catalogue covers, packaging, labels, trademarks and placards), there are volumes devoted to the architecture of the shop from the mightiest department store to the most chic Parisian shop window and the display within. Exterior and interior design, showcases and fittings - shops, restaurants, cinemas, even a barber shop or beauty parlour is laid out. One volume is devoted to lighting: neon lights, the lighting of commercial spaces and illuminated signs. Another volume is devoted to kiosks, pavilions and floats, festive decoration, facades, gateways and entrances, while the following volume continues into international exhibitions. Volume 22 is devoted to traditional Japanese shop signs and banners, a treat in itself, while volume 14 explores photography and humour in graphic art - so German photo-montage and French caricature share a volume.
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