YELLOWKORNER: COLORAMA, THE LEGENDARY SAGA. The new exhibition
These mythical photos, which comprise the greatest saga in the history of advertising photography, paint a cinemascope-like portrait of the American Dream. Starting in the 1950s and measuring 18 metres wide by 6 metres high (i.e. a total surface area of 100 m2) they were the world’s largest advertising photos.
For more than 40 years, the "COLORAMAS" were displayed – changing every three to five weeks - in the hall of Grand Central, New York’s most famous railway station. Each of these photos, which left a lasting impression on travellers from all over the world, showcased Kodak’s cameras, illustrating how they were a means of capturing and preserving life’s little moments of happiness, such as family celebrations or holidays in the heart of grandiose American landscapes.
Passers-by seeing these photos in the 1950s, marked as they were by WWII and feelings of nostalgia for the carefree pre-war years, immediately identified with these colourful scenes that portrayed an idealised version of family life. Great names of photography, such as Eliot Porter and Ansel Adams, were commissioned to work on producing these high quality photos that promoted picture-taking with the brand’s products and suggested that amateur photographers could take the exact same photos using Kodak’s cameras and films.
The "COLORAMA" saga conquered the world of advertising photos marking our collective imagination with its vivid and glossy images of the American way of life. A limited numbered edition of the "COLORAMA" photos will be on show from June 14th to August 22nd in YellowKorner’s galleries and on www.YellowKorner.com.