- Format: Paperback
- ISBN: 978-0-7190-8461-4
- Pages: 368
- Price: £19.99
- Published Date: January 2013
Now available in paperback for the first time, this study of the modern London art market establishes the central importance of London for the development of the modern retail market in fine art. Leading experts track the emergence and development of the structures and practices that have come to characterize the commercial art system, including the commercial art gallery, the professional dealer, the exhibition cycle and its accompanying rhetoric of press coverage and publicity, and an international network for the circulation of goods.
This new commercial system involved a massive transformation of the experience of viewing art; of the relationships between artists, dealers, collectors, art objects and audiences; and of the very criteria of aesthetic value itself. Its history is thus a vital part of the history of modern art, and this anthology will be of interest to art historians as well as scholars of Victorian Studies, Museum Studies, and Social History.
Andrew Stephenson contributes a gem of an essay, discussing the impact of social changes in the interwar period, the move of the prosperous middle classes into flats rather than houses, the rising demands of the newly independent single woman, and the way in which the art trade reacted to these demands."
"This is an important book, distinguished both by its detailed scholarship and by the breadth of its contextual understanding."
"Fletcher and Helmreich have opened many doors here, and one may hope that the art trade will join the currently favourite subject of Empire as a theme for fruitful academic research."
Introduction. The state of the field - Pamela Fletcher and Anne Helmreich
1. 'Florid-looking speculators in Art and Virtu': the London picture trade c.1850 - Mark Westgarth
2. Shopping for art: the rise of the commercial art gallery, 1850s-90s - Pamela Fletcher
3. The Goupil Gallery at the intersection between London, Continent and Empire - Anne Helmreich
4. Marketing Post-Impressionism: Roger Fry's commercial exhibitions - Anna Greutzner Robins
5. Strategies of display and modes of consumption in London art galleries in the Inter-war years - Andrew Stephenson
6. The art press and the art market: the art of promotion - Julie F. Codell
7. 'The Call of Commerce': The Studio magazine in the 1920s - Ysanne Holt
8. Decorative politics and direct pictures: Hugh Lane and the global art market, 1900-15 - Morna O'Neill
9. Matthew Smith, the Tate Gallery and the London art market - Alexandra MacGilp
10. Millais in the marketplace: the crisis of the late Fifties - Malcolm Warner
11. Branding the vision: William Holman Hunt and the Victorian art market -Brenda Rix
12. Negotiating a reputation: J.M. Whistler, D.G. Rossetti and the art market 1860-1900 - Patricia de Montfort
13. Home from home: some Australasian artists in London 1900-14 -Pamela Gerrish Nunn
Pamela Fletcher is Associate Professor of Art History at Bowdoin College. Anne Helmreich is Senior Program Officer at the Getty Foundation