Expo 58 and the Yugoslav pavilion by Vjenceslav Richter, book by Jasna Galjer

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1 Dear Sirs, We felt free to approach you wishing to present our editions and draw your attention to the titles which could be of a particular interest to your prestigious institution. Zenit, Svetokret, Dada tank, Dada Jok and Dada Jazz The Complete Reprint of the avant-garde magazines first published in Zagreb and Belgrade Expo 58 and the Yugoslav pavilion by Vjenceslav Richter, book by Jasna Galjer We would like to thank you for having dedicated your time to this information letter and cordially invite you to visit our website where you could find a more detailed overview of other available titles published by our company We remain at your entire disposal in case you may wish to have any additional information and will be happy to provide details with regard to ordering. Looking forward to hearing from you soon, we remain, Very truly yours, Ranko Horetzky Our company Horetzky ( has been in publishing since 1973 specializing in titles from the areas of fine arts, design, architecture and town planning. Our list of titles includes topics from the history of the avant-garde and Modernism, studies and monographs about particular authors, recent and contemporary phenomena, critical reviews and essays, works of theory, and reprints. The company is also well known for its activities in the field of artistic printing. Our production of prints and print portfolios by renowned artists remain exclusively our own limited and strictly controlled editions, many of which have also found their places in the collections of museums and galleries. Editor: Ranko Horetzky, Publisher: Horetzky, Zagreb Kalinovica Zagreb, Croatia info@horetzky.net

2 Zenit, Svetokret, Dada tank, Dada Jok and Dada Jazz The Complete Reprint of the avant-garde magazines first published in Zagreb and Belgrade Limited edition of 320 copies, with all the copies numbered. The magazine Zenit was the voice of the Zenithist movement. It came out as a monthly from February, 1921, to December, 1926, in Zagreb up to May 1923, and after that in Belgrade. A total of 43 issues came out, in 34 volumes of variable format and size. The originator, editor and publisher, Ljubomir Micić, managed in a short time to attract a large number of local and foreign writers. Zenit owed its international character to its collaboration with similar journals of other European cultural centres, and to Micić s contacts with a number of important avant-garde writers and fine artists of the time. Thus Zenit continued to publish pieces about Expressionism (a circle of authors around Der Sturm, Herwarth Walden, Ivan Goll, Claire Goll); about Dadaism (Raoul Hausmann, George Grosz); about Futurism (Filippo Tomasso Marinetti); Constructivism (Lajos Kassák); Abstract Art (Wassily Kandinsky, Kazimir Malevich, Theo Van Doesburg). A large number of contributions consisted of poetic writings (of Velimir Khlebnikov, Vladimir Mayakovsky, Alexander Blok, Sergei Yesenin, Jaroslav Seifert) and writings about theatre and the dance (Alexander Tairov), about film (Jean Epstein), and architecture (Walter Gropius). Almost as a rule the foreign articles were printed in the original language, while the contributions of local authors were printed in either Latin or in Cyrillic script. Zenit was graphically designed as a collage of visual and textual material with the use of Constructivist typographic approaches. Apart from the reproductions of works of foreign and domestic artists (Leopold Survage, Albert Gleizes, Vladimir Tatlin, Georg Grosz, Robert Delaunay, Alexander Archipenko, Pablo Picasso, Wassily Kandinsky and Josip Seissel), the numerous graphic contributions of authors such as Lajos Kassák, El Lissitzky, László Moholy Nagy, Karel Teige, Louis Lozowick, Vilko Gecan and Mihailo S. Petrov also enhanced the visual appeal of the journal. The reprint consists of a total of 42 volumes and foreword including data about the edition and an Introduction in English. All the issues of the journal Zenit (1-43) have been reprinted, in 36 volumes as well as the Zenithist Manifesto, the journals Svetokret, Dada Tank (uncensored edition), Dada Tank 2nd (censored) edition, Dada Jok, Dada Jazz and the manifesto Nemo propheta in patria. The edition faithfully reproduces the journal from the time of its publication in the 1920s. In the production we have used papers in the colors, structures and weights that correspond entirely to the papers on which the originals were printed. All the numbers have been printed in the original size. Thus the maximum visual and tactile faithfulness to the original has been achieved. The box holding the reprints has been specially designed for this edition. Only few institutions in the world have in their possession the complete original material comprised in this unique re-print, while several important scholarly institutions and organizations have parts of the original edition in their archives.

3 Contributors: Aleksić, Archipenko, Arnauld, Asseiéff, Barbusse, Belling, F.R. Behrens, Billerova, P.A. Birot, Blok, Buzzi, Delaunay, Depero, Dermee, van Doesburg, C. Einstein, Epstein, Erenbourg, van Eesteren, Fels, Felchin, Gallien, Gleizes, Gorky, Gropius, Ivan and Clara Goll, Grosz, Hausmann, Hoffmeister, Hemskeerk, Hlebnikov, Haynicke, Yessenine, Jacob, G. Kaiser, Kandinsky, Kassak, Klek (Seissel), Liebmann, Lissitsky, Lozowick, Loos, Lounacharsky, Mayakovsky, Malevich, Malespine, Marinetti, Mendelsohn, Meierchold, Mid, Milef, Micić, Mikac, Moholy-Nagy, Nina-Nai, Pannwitz, Parnach, Peeters, Picasso, Polianski, Pocarini, Rodchenko, Seifert, Salmon, Survage, Sauvage, Seuphor, Stolzer Slavenski, Schlichter, Tairoff, Teige, Tatlin, Trotsky, Torre, Vasari, Vandercammen, Walden, Zadkin Referential sources about the journal: This edition has been written about in The Eye magazine No 73, September 2009 by Steven Heller, Steven Heller, Pop: How Graphic Design Shapes Popular Culture, Allworth Press, New York 2010, as well as in other different publications: Krisztina Passuth, Les avant-gardes de l'europe centrale , Flammarion, Paris 1988, Steven Mansbach, Modern Art in Eastern Europe From the Baltic to the Balkans, , Cambridge University Press, Cambridge 1999, Timothy O. Benson and Éva Forgács (Eds.) Between Worlds: A Sourcebook of Central European Avant-Gardes, , Los Angeles County Museum of Art and The MIT Press, 2002, Jaroslav Andel, Avant-garde Page Design , Delano Greenidge Editions, New York 2002, Steven Heller, Merz to Emigre and Beyond Avant-Garde Magazine Design of the Twentieth Century, Phaidon, London 2003 Acquiring this exceptional complete reprint would give you a unique opportunity to have at your disposal a priceless source of information, a valuable artistic and cultural landmark of its era, one of the key witnesses to the European cultural heritage. Publication date: May 2008 Box size: 40 x 29 x 7.5 cm Price: / $350.00

4 Expo 58 and the Yugoslav pavilion by Vjenceslav Richter Book by Jasna Galjer The book is an accomplishment of a vast archive research work; the majority of its results have had their first publishing in this book. The text is richly illustrated with photographs and archive materials illustrations (more than 700 illustrations drawings, photographs, facsimiles from contemporary magazines), including many previously unpublished, which document the text with detailed data about particular aspects of the appearance at the World Exhibition in Brussels in 1958, and about different sections of the display. It is structured in several thematic units: A historical overview of the world exhibitions and their cultural impact, primarily as a phenomenon of modern times. The entire history of the world exhibitions, from their beginnings to the World Exhibition in Brussels in 1958, is systematically and thoroughly presented in this section of the book. Presentation of the World Exhibition in Brussels in 1958 in the political context and from the economical, philosophical, artistic and architectural aspects which define this event as a symptom of that era. Almost all the exhibition units are exhaustively presented. The most important pavilions and appearances of certain countries are particularly addressed. The history of Croatia s appearances at the world and big international exhibitions. The emphasis is put on the most important and the most representative examples, such as Paris 1925 and 1937, Barcelona 1929, New York A separate thematic unit is dedicated to the Yugoslav appearance at the World Exhibition in Brussels in 1958, which is shown as one of the most successful examples of promotion of ultimate cultural values. In this context, Vjenceslav Richter's work has a key role which this scientific study has brought out. Presentation of the exhibition architecture of Vjenceslav Richter ( ), one of the most important authors in the history of Croatian architecture. A particularly complex personality of Vjenceslav Richter, as an author, is regarded here from the exhibition architecture and museum projects angle, while he was equally thriving as architect, townplanner, designer, graphic artist and sculptor, as well as theoretician and promoter of architecture, town-planning and design.

5 Why this book is important: The book points out that the Croatian modern architecture, therefore exhibition concept as a modern medium of mass communication shown through the example of this achievement, was entirely on the worldwide production quality level of its time. The book gives an exhaustive and comprehensive overview of all world exhibitions until and including the Expo 58. Using the cultural-history method, it summarises the specific meaning that appearances at world exhibitions have had in promotion of different states and political systems. A specific scientific contribution of this book lies in shedding more light on the role of socialist Yugoslavia in the cold-war politics, as it was one of the few countries that had not belonged to either block involved in the conflict. The book gives an in-depth and systematic analysis of the phenomenon of socialist modernism and its significance in promoting of the values of socialist Yugoslavia. Annex to the book: Reprint of the brochure which was the integral part of the first-prize winning competition project for the Yugoslav pavilion at Expo 58. About the author: Dr. Jasna Galjer is art historian and professor at the Art History department of the Faculty of Humanities and Social Sciences University of Zagreb. Until 2001, she worked as a curator of the design and architecture collection of the Museum of Arts and Crafts is Zagreb. She is the author of the following books: Likovna kritika u Hrvatskoj (Zagreb: Meandar, 2000), Design of the Fifties in Croatia : From Utopia to Reality (Zagreb: Horetzky, 2004), Expo 58 and the Yugoslav Pavilion by Vjenceslav Richter (Horetzky 2009) and Arsovski (Horetzky 2010). For her book Expo 58 and the Yugoslav pavilion by Vjenceslav Richter dr. Jasna Galjer was awarded the 2009 National Yearly Award for Science in the field of Human Sciences. Details: Language: Croatian/English Size: 22x24 cm Pages: 552 Illustrations: 632 b/w color Hardcover ISBN Price / $49.00