Trying is Buying – Jacob Jongert 1883-1942
Trying is Buying – Jacob Jongert 1883-1942
Museum Boijmans Van Beuningen
19 December 2009 – 18 April 2010
Jacob Jongert (1883-1942) is one of the first advertising designers in the Netherlands. His career takes flight after he is given the advertising assignment for the tea, coffee and tobacco factories of Wed. J. Van Nelle. This is the start of a series of thousands of designs for the firm, for whom Jongert creates a recognizable image with clear shapes and primary colours.
Jongert plays an important role in the design education. In 1918 he is appointed as headmaster of the Rotterdam Academy of Visual Arts. He is driven by a great social idealism. With his designs Jongert creates art for the masses. While his designs have a commercial objective, Jongert always keeps a great interest in the artistic aspect.
Jongert is one of the pioneers of graphic design, however until now there was little attention for his work. This Autumn, Museum Boijmans van Beuningen showcases a great survey of his oeuvre. Around 300 pieces of advertising, book covers, textiles and glass objects, and free work present Jongert in all its versatility. His designs for Van Nelle fill half of the exhibition.
With the exhibition appears an extensive illustrated catalogue, with contributions from Wilma van Giersbergen, Jack Otsen, Mienke Simon Thomas (editor), Dingenus van de Vrie and Roosmarijn Hompe.
The exhibition is generously supported by the Stichting Bevordering van Volkskracht.
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