Nybrogatan 32, Stockholm
Category: Books about books, Periodicals, Language
ROSENTHAL, GEORGE - ZACHARY, FRANK - BRODOVITCH, ALEXEY (editors). (3). Portfolio. A Magazine for the Graphic Arts. 1950:1-2 + Portfolio. The Annual of the Graphic Arts. Cincinatti (Zebra Press) 1950-51.
Folio (about 330x255 mm.). Profusely illustrated in color and black & white and with inserted examples of printed material.
Original decorated wrappers. Wrapper to number 1 partly damaged spine and the inlay loose from the spine, number 2, some wear to spine and with inscription at head, the Annual worn at the extremities and spine. 3 volumes.
PORTFOLIO, a magazine created under the leadership of Frank Zachary and George S. Rosenthal (editors) and legendary art director Alexey Brodovitch. Only three volumes were published, each issue exquisitely crafted and curated. Brodovitch's refusal to allow advertising to mar the flow of this magazine led to its quick demise.
Volume I, Number 1, includes for example 6 bound-in giftwrap paper samples, a Paul Rand trademark insert and a tipped-in Bodoni type specimen sheet, and the highest quality printing available in the early 1950s.
Provenance: Lars Hall (1938-2018), prominent in Swedish public relations, designer and art collector, who studied at Konstfack in Stockholm. Hall was an Art Director and one of the founders of the advertising agency Hall & Cederquist AB in 1973. He also started Gallery Camera Obscura and later Lars Hall AB, (art direction and design). He was also an avid collector of books and Fine Art photography.