A companion to the State Library of Victoria's 'As modern as tomorrow' exhibition. Includes images held in our Pictures Collection and links to external sites. Explores individual photographers and photographic styles.
A vibrant and creative culture emerged with many photographers establishing commercial studios around the thriving arts precinct in Collins Street.
After the war, Wolfgang Sievers and Helmut Newton set up studios in Collins Street and Flinders Lane respectively, and Athol Shmith's studio was nearby; during the 1950s Norman Ikin had a studio in Waratah Place.
The New Photography movement in Europe (also known as New Objectivity), encouraged the proliferation of images through mass distribution.
For photographers of this era, the printed page became a primary exhibition space and exposure through commercially distributed material was highly regarded.
Other studios operating at the time were the Hans Bonney Studios at Camberwell Junction, the Ritter-Jeppesen Studios at 107-111 Lonsdale Street, Melbourne and Beaver Photographic.
Images above: Left - Maggie Diaz at work. The Library holds a large range of Maggie Diaz works
Right - Mark Strizic H2008.11/1777. The Library holds a large range of Mark Strizic works
This was a vibrant period for commercial photography, when corporate bodies such as the Australian Wool Board, British Nylon Spinners, Imperial Chemical Industries (ICI), Kodak and Shell sought to present a new, progressive image of all aspects of their operations.
Photographers, art directors and designers had opportunities to produce sophisticated corporate publications, advertising and promotional material.
The photographs of Victoria’s flourishing postwar industries express what the émigré photographer Wolfgang Sievers described as ‘the dignity of man as a worker’.
Images below: Left: Uncatalogued item ca. 1968 - ca. 1969. See these other images of Schulim Krimper furniture by the photographer.
Right Wolfgang Sievers, Sebel showrooms, St. Kilda Road, Melbourne 1968,. H2004.100/49 See also other Wolfgang Sievers commercial interiors
Left - Siemens building, Richmond, Mark Strizic. 1963, H2008.142/101
Right - Savoy Plaza Hotel Wolfgang Sievers. Try these other images of buildings and residences by Wolfgang Sievers
Images above: Left - Ford Motor Plant, Wolfgang Sievers, 1952, H88.40/945. See more examples of Sievers factory photographs.
Right - Shell Company, Helmut Newton, ca 1953, H2006.47/445-688
As modern as tomorrow: photographers in postwar Melbourne showcased striking commercial photography from the Library's collection.
Displayed with the corporate and advertising material in which they originally appeared, the photographs provided unique insights into the changing social fabric of mid-20th-century Melbourne.
Featured photographers included Maggie Diaz, Norman Ikin, Helmut Newton, Athol Shmith, Wolfgang Sievers, Mark Strizic, Dacre Stubbs and Henry Talbot.
Working in fields as varied as fashion, advertising, architectural and industrial photography, the talented group of commercial photographers had an eye for capturing images unlike anything Australia had ever seen.
The exhibition was held from 1 July 2011 to 5 February 2012.
Some international influences
Some international influences
