COMMERCIAL ARCHIVE (TRANSPARENCIES)
September 11th - November 20th, 2016
To__Bridges__ is proud to present Gary Perweiler's Commercial Archive (Transparencies).
Active in New York City from the late 70's to the early 90's, Perweiler experienced a successful career as a still-life photographer specializing in meticulous presentations of commercial products ranging from motor oil to menstrual pads.
Commercial Archive (Transparencies) marks the first time Perweiler's work has been presented in a gallery context, unmarred by the advertising copy seen in print by its intended consumer-audience. The exhibition delivers his photographs in what would have been their earliest visible form: 8x10 inch master transparencies from a large format camera. Referencing the traditional editing process of commercial photography, three custom light tables present a selection from Perweiler's catalogue.
Throughout the pages of his archival binders, outtakes and test shots accompany finalized images. At times, the uncropped nature of these full-frame photographs reveals the building blocks of a studio-generated image. These components—sandbags, bounce cards, framing apparatuses, gaffers tape—provide the viewer with a unique understanding of an image destined for perfection.
Perweiler was born in 1946 in Newark, NJ and studied graphic design under Armin Hofmann at Philadelphia College of the Arts. His clients included American Express, Benson & Hedges, CBS, Coca-Cola, Eastern Airlines, Estee Lauder, General Electric, General Foods, Gucci, Johnson & Johnson, Owen-Corning, J.C. Penny, Proctor & Gamble, Sony, Valentino and 3M.
This exhibition has been designed and directed in collaboration with Alex Perweiler.