Como se impreme un libro. Photographs and photomontages by Horacio Coppola & Greta Coppola. Design and drawings by Attila Rossi. Imprenta Lopez, Buenos Aires, 1942. 96 pp. Small quarto [10 7/8 x 8 1/8 in./27.7 x 22 cm]. Hardbound with illustrated boards. Spiral bound. 17 black-and-white reproductions & photomontages; 20 illustrations.
"A masterpiece of graphic art and modern design."--Horacio Fernandez, ed., The Latin American Photobook
One of two 'company' photobooks featured this week that were commissioned by printing firms (see also, Alec Soth: Farbenlehre!
The Italian-born desinger Attilio Rossi is probably best known for iconic posters for Campari from the early 50s. From 1933-1935 he was the editor of the avant-garde design journal Campo Grafico. The collective of typographers and designers, printers and photographers that produced that produced this seminal publication were heavily influenced by Marinetti's Futurism and Moholy-Nagy's Bauhaus teachings; they employing all of the latest aesthetic trends, from Photomontage and Collage to New Objectivlity, the 'typo-photo' techniques of Jan Tschichold, and so on.
Among Rossi's many activities in his adopted city of Buenos Aires, was a promotional publication--a 'company book'-- for the design and printing firm Imprenta Lopez. As the colophon states, "The painter Attilio Rossi conceived the modern graphic promotional expression of the work of the work, drew the cover, and did all of the other drawings"; the photos are credited to Grete and Horacio Coppola, fellow European expats who, like Rossi, also moved avant-garde circles prior to their emigration to Argentina.
"Como se impreme un libro uses various types of paper, including several inserts of onion paper and celluloid, which lend variety and complexity to the spiral bound book. The photos, the typography (mostly sans-serif typefaces, like the Futura of the cover), the different kinds of photomontages, and the varied papers and printing techniques make this collective work...a masterpiece of graphic art and modern design".--Horacio Fernandez, The Latin American Photobook.
Very Good; bright and clean internally with all fragile celluloids and onion skin in tact; some creasing and edge wear to boards; two small tears (3/4 in./2 cm] front; one tear of 1 in./2.5 cm rear panel; just 3 spiral 'tabs' detached from front cover; rear cover detached along about three-quarters of its length.