Opening Celebration - Up Is Down with author Thomas Dyja: Block Museum - Northwestern University
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Opening Celebration - Up Is Down with author Thomas Dyja

Opening Celebration - Up Is Down
2 PM

Event Details

Date & Time:

Sat October 6, 2018
2 PM


The Block Museum of Art
40 Arts Circle Drive
Evanston, IL 60208


Open to the public


Join us for the Opening Celebration of the exhibition "Up Is Down: Mid-century Experiments in Advertising and Film at the Goldsholl Studio."

"Improvisation, experimentation, social justice: all these things form the spine of what comes out of Chicago” – Thomas Dyja

In the 1950s, Chicago-based design firm Goldsholl and Associates made a name for itself with innovative "designs-in-film." Headed by Morton and Millie Goldsholl, the studio produced artistically-inspired television spots, films, trademarks, and print advertisements for international corporations like Kimberly-Clark, Motorola, and 7-Up. Combining Bauhaus-influenced aesthetics with commercial advertising success, the firm exemplified the way in which Chicago served as the nation’s design capital and a crucial testing ground for ideas connecting art, industry, design, and film. Thomas Dyja, third-generation Chicagoan and author of the award-winning "The Third Coast: When Chicago Built the American Dream", will discuss why Chicago was fertile ground for the Goldsholls’ work— and explore the mid-century circumstances that united culture and industry across the city. In conversation with Dyja, exhibition co-curators Amy Beste and Corinne Granof will share insight into the groundbreaking work of the Goldsholl Associates, tracing its artistic influences, including those of artist and designer László Moholy-Nagy, as well as the Firms’ lasting design legacy.

The 2PM Talk is preceded by an all-ages Up Is Down Opening: Hands-On Design Lab beginning at 10:30AM

This exhibition and opening day is presented in conjunction with Art Design Chicago, a wide-ranging initiative to explore the breadth of Chicago’s role as a catalyst and incubator for innovations in art and design. Art Design Chicago is a spirited celebration of the unique and vital role Chicago plays as America’s crossroads of creativity and commerce. Led by the Terra Foundation for American Art with presenting partner The Richard H. Driehaus Museum, this citywide partnership of cultural organizations explores Chicago’s art and design legacy with more than 25 exhibitions and hundreds of events in 2018.

Contact The Block Museum of Art for more information: (847) 491-4000 or email us at