Jugoslovanska socialistična umetnost na ameriškem trgu : primer prodajne galerije Adria Art v New Yorku 1967–1968

Zgonik, Nadja (author)

Leta 1967 je bila v New Yorku odprta prva jugoslovanska prodajna galerija, Adria Art Gallery. Med ZDA in komunistično Jugoslavijo je od petdesetih let dalje potekala živahna ekonomska in kulturna izmenjava, kar je v času hladne vojne Jugoslavijo med komunističnimi državami postavljalo v poseben položaj. Eksperimentalno je razvijala družbo, v kateri se je v šestdesetih letih začel socializem mešati s tržnim gospodarstvom in vplivi ameriške potrošniške kulture. Članek pojasnjuje kulturnopolitični kontekst, ki je omogočil, da je socialistična država v mestu, ki je po drugi svetovni vojni postalo zahodna umetnostna prestolnica sveta, odprla svojo prvo prodajno galerijo in preizkusila umetnike na prostem trgu. Njeno zgodovino in odzive na njeno delovanje raziskujemo s sekundarnim gradivom, časopisnimi članki, dostopnimi na dLib in v hemeroteki MG + MSUM, arhivsko gradivo o njenem delovanju se namreč ni ohranilo. Z ustanovitvijo prodajne galerije sta združila moči ameriško zastopstvo jugoslovanskega podjetja za mednarodno trgovino Intertrade iz Ljubljane in Zoran Kržišnik, ravnatelj ljubljanske Moderne galerije, kot njen programski vodja, ki si je prizadeval, da bi se z mednarodnimi nagradami potrjeni jugoslovanski umetniki uveljavili še na umetnostnem trgu. Zaradi gospodarske krize leta 1968 in ker podjetje, ki se je ukvarjalo s prodajo smuči in stolov, ni razumelo načel umetnostnega trga, je šla galerija po letu dni v likvidacijo.

• Language: Slovenian
• Keywords: umetnostni trg, ameriško-jugoslovansko kulturno sodelovanje, kulturna diplomacija, vesternizacija, amerikanizacija, Jugoslavija
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: ALUO - Academy of Fine Arts and Design
• Publication status: Published
• Publication version: Version of Record
• Year: 2021
• Number of pages: Str. 30-43
• Numbering: Let. 49, št. 283
• PID: 20.500.12556/RUL-148782
• UDC: 316.7:069
• ISSN on article: 0351-4285
• COBISS.SI-ID: 101987843

Copyright

Licenca Creative Commons CC BY-NC-ND je navedena na dnu vseh spletnih strani revije (https://www.ckz.si/), pridobljeno soglasje s strani založnika. (Datum opombe: 31. 1. 2024)

• Publication date in RUL: 31.08.2023

Record is a part of a journal

• Title: Časopis za kritiko znanosti
• Shortened title: Čas. krit. znan.
• Publisher: Inštitut Časopis za kritiko znanosti
• ISSN: 0351-4285
• COBISS.SI-ID: 672783

Licences

• License: CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
• Link: http://creativecommons.org/licenses/by-nc-nd/4.0/
• Description: The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.

Secondary language

• Language: English
• Title: Yugoslav socialist art on the American market : the case of the Adria Art sales gallery in New York (1967–1968)

Abstract

In 1967, New York saw the opening of Adria Art Gallery, the first Yugoslav sales gallery in the city. Since the fifties, there had been a blooming economic and cultural exchange between the U.S. and Yugoslavia, making Yugoslavia an important exception among the communist countries during the Cold War. Yugoslavia was experimenting by combining socialism with aspects of the market economy and American consumer culture. The paper explains the cultural and political context that enabled the socialist country to establish an art dealership in the art capital of the West and offer the works of Yugoslavian artists on the free market. The gallery’s history and public reception are examined through secondary sources such as newspaper articles available on dLib and the MG+MSUM newspaper library (archive sources about Adria Art Gallery’s operations have not been preserved). The sales gallery was founded when the Ljubljana-based international trade company Intertrade joined forces with Zoran Kržišnik, the director of the Museum of Modern Art in Ljubljana. One of Kržišnik’s main goals was to give award-winning Yugoslavian artists the opportunity to make a name for themselves in the international art market. However, the economic crisis in 1968 and Intertrade’s poor understanding of the art market (they primarily dealt in ski apparel and chairs) resulted in the gallery closing down after a year of operations.

• Keywords: art market, American-Yugoslavian cultural exchange, cultural diplomacy, Westernization, Americanization

Projects

• Funder: ARRS - Slovenian Research Agency
• Project number: P6-0376
• Name: Gledališke in medumetnostne raziskave