On Site review

on site review group

back issues

34: on writing

33: on land

32: weak systems

31: mapping | photography

30: ethics and publics

29: geology

28: sound online

28:sound links site


27: rural urbanism

27:rural urbanism online


on site 26: DIRT onlineonsite 25: identity online

onsite 24: migration onlineonsite 23: small things online

read onsite 22: WAR online

On Site 22: WAR has sold out in the print version, but you can read it online

read onsite 21: weather online

read onsite 20: museums and archives onlineonsite 20 individually archived articles

onsite 20:museums and archives has sold out in the print version, but you can read it online

read onsite 19: streets onlineOn Site 19 has sold out in the print version, but you can read it online.

onsite 19 individually archived articles

read onsite 18: culture onlineonsite 18 individually archived articles

onsite17 individually archived articles

« Shelter box: urgent architecture | Main | the Gruen effect: shopping centres »

Victor Gruen: Grayson's, 1939

Victor Gruen and Elise Krummeck, two Grayson's storefronts, circa 1939-40. From Anette Baldauf and Katharina Weingartner's documentary, The Gruen Effect, 2009When the Gruen's left Germany, just before the outbreak of war, they went to New York and did a number of shops (Lederer's, Ciro's) plus eleven branches of Grayson's, a clothing store.  Both of these images contain all sorts of first iterations of something so commonplace that we don't even see them anymore: strange leaps of scale, an ambiguous play of sun, shadow, neon and armature in the signage itself, so that it is never quite the same at any one time, the facade as billboard, the ambiguity about where the sidewalk ends and the store starts – the blurring of boundaries between in and out, private and public: it is all chimerical, but still involved in the serious business of commerce.

How does one make shopping accidental, inadvertent yet habitual, where one drifts into an impulsive purchase rather than marching, money clutched in fist, to buy something very specific?  The blur between cash and credit is anticipated in these storefronts.  Consumption has indeed become inadvertent, the point of purchase is never quite clear.

PrintView Printer Friendly Version

EmailEmail Article to Friend

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>