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Home European Mail-Order Warehouse/Fluxshop.

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Larger Image	Larger image may be viewed by UofL faculty, staff, and students only (log-in required using ULink username/password) at: http://echo.louisville.edu/login?url=http://vrc-web.louisville.edu/Jpegs/820/826-41.jpg
Title	European Mail-Order Warehouse/Fluxshop.
Alternative Title	European Mail-Order House/Fluxshop.
Creator	Ridder, Willem de (Dutch painter and printmaker, born 1942) Hendricks, Jon (American artist, born 1940) Ay-o (Japanese painter and conceptual artist, born 1931, active in the United States)
Date	1964-1965 (as reconstructed in 1984 by Jon Hendricks)
Cultural Context	European Dutch Netherlandish
Style/Period	Fluxus
Theme	Photographs Montages (visual works) Installations (visual works) Fluxus Promotional materials Mail order catalogs Sales catalogs Publicizing Mass production Advertisements Advertising Companies Business enterprises Kits (sets) Art objects (object genres) Figurative art Figures (representations) Front views Profiles (figures) Women Hairstyles Sitting
Subject	Photographs Montages Promotional materials Sales catalogs Publicity Publicity photographs Advertisements Advertising Mail-order businesses Business enterprises Business & finance Commerce Art objects Women Hairstyles Sitting Posing
Description	Originally arranged for photograph and reassembled 1984 by Jon Hendricks as installation, Contemporary Arts Museum, Houston, Texas; "This is an installation which closely follows a promotional photographic montage for de Ridder's distribution company. The location recorded in the original montage was actually the artist's living-room in his home in Amsterdam with his friend Dorothy Meijer posing. Among the Fluxus products on view, the Japanese-born Ay-O's Finger Box Set, in the open briefcase at center right, demonstrates further permutations of [Marcel] Duchamp's Boîte." (Caption, p.106); "In 1964 [George] Maciunas set up a 'Fluxshop' in his Canal Street loft in Manhattan. Although spectacularly unsuccessful, it spawned European offshoots such as Willem de Ridder's European Mail-Order House/Fluxshop. An installation based on a photograph advertising this, complete with a female 'commodity', shows the quantity of 'Fluxkits' and 'Fluxus Year Boxes' that came to be produced. All in all, such ventures amounted to a Marxist recognition that the dynamics of commodity circulation needed to be addressed if art's finance-based institutions were to be challenged. Ironically, of course, much Fluxus 'mass-production' was pledged not to profit-making but to the elimination of artistic 'auras', to reprise Walter Benjamin's terms." (Excerpt, pp.108-109)
Location Depicted	Amsterdam (Netherlands) Netherlands North Holland (Netherlands) Holland (Netherlands : Province)
Technique	Photography Photographic processes Photographic techniques
Work Type	Photographs Montages Installations (visual works)
Repository	Gilbert & Lila Silverman Fluxus Collection (New York)
Source	Hopkins, David. After Modern Art: 1945-2000. Oxford History of Art. Oxford; New York: Oxford UP, 2000. (p.107, fig. 52)
Rights	Photo Rick Gardner. Reproduced in Hopkins courtesy of Gilbert & Lila Silverman Fluxus Collection Foundation, New York.
Digital Publisher	University of Louisville Department of Fine Arts/Allen R. Hite Art Institute Visual Resources Center
Format	image/jpeg
Digital File Name	VRC 826-41.jpg
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