Showcase C
Showcase C – Captions
C1
“What Is a Museum?”. Habitat, no. 9, Oct.-Dec. 1952, pp. 52-57.
Photos by Peter Scheier, unattributed text.
PAULO MAURO M. DE AQUINO COLLECTION
C2
Visitor to the MASP Picture Gallery, in front of Bathers on the Seine Academy (1874-1876), by Édouard Manet, MASP’s former headquarters on Sete de Abril Street, São Paulo, 1953
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
C3
Students at the MASP Picture Gallery; in the foreground, Sleeping Bacchante (1833) by Valério Villareale, MASP’s former headquarters on Sete de Abril Street, São Paulo, 1953
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
C4
View of the MASP Picture Gallery; to the left, statue of the goddess Hygieia (undated), unattributed; to the rear Sleeping Bacchante (1833) by Valério Villareale. MASP’s former headquarters on Sete de Abril Street, São Paulo, 1950
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
C5
Mounting the Le Corbusier Exhibition, MASP’s former headquarters on Sete de Abril Street, São Paulo, 1950
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
INSTITUTO MOREIRA SALLES COLLECTION
C6
“Museu de Arte de S. Paulo: ‘Citadel of Civilization’”.
O Cruzeiro, Year XXII, no. 42, 8.5.1950, pp. 94-103.
Photos by Peter Scheier, and Roberto Maia, text by Jorge Ferreira.
INSTITUTO MOREIRA SALLES COLLECTION
C7
The Diários Associados Building, MASP’s former headquarters on Sete de Abril Street, São Paulo, undated
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
C8
General View of the MASP Collection on Display, MASP’s former headquarters on Sete de Abril Street, São Paulo, 1950
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
C9
Visitor to the MASP Picture Gallery, in the rear, Portrait of a Florentine Nobleman (undated), from the studio of Alessandro Allori, MASP’s former headquarters on Sete de Abril Street, São Paulo, 1953
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
INSTITUTO MOREIRA SALLES COLLECTION
C10
General View of Educational Exhibition on the History of Art, MASP’s former headquarters on Sete de Abril Street, São Paulo, c. 1947
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
C11
“Art for the Millions”. O Cruzeiro, Year XX, no. 2, 11.1.1947, pp. 54-60.
Photos by Peter Scheier, text by Arlindo Silva.
INSTITUTO MOREIRA SALLES COLLECTION
MASP
Showcase D
Text 4
Peter Scheier worked with the São Paulo Museum of Art (MASP) from 1947 to 1955, photographing the many and diverse educational activities offered by the museum, which included ballet lessons for children and adults, art classes for young children, as well as photography and film classes. He also registered the activities of the Contemporary Art Institute, the first design design school in Brazil, which operated from 1951 to 1953. Scheier also photographed works from the museum’s collection, exhibitions, fashion shows, musical performances and lectures. Until 1968, the museum shared a building on Sete de Abril street in the center of São Paulo with the offices of the Diários Associados [Associated Dailies], a media group owned and managed by the journalist Assis Chateaubriand, the founder of the museum. Scheier`s photographs were published in the newspapers produced by Diários Associados, the weekly O Cruzeiro, and Habitat, a magazine covering arts and culture published by MASP and initially edited by the architect Lina Bo Bardi.
Along with his photographs of the 1st Biennale of the Museu de Arte Moderna de São Paulo, Scheier`s images of MASP are important historical records of the first years of modern museums in Brazil.
Showcase D – Captions
D1
Habitat, no. 22, May 1955.
Photos by Peter Scheier.
PAULO MAURO M. DE AQUINO COLLECTION
D2
Suzana Rodrigues Children’s Art Club, MASP’s former headquarters on Sete de Abril Street, São Paulo, c. 1948
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
D3
Concert by the Orquestra Sinfônica Brasileira, MASP’s former headquarters on Sete de Abril Street, São Paulo, 1953
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
D4
Suzana Rodrigues Children’s Art Club, MASP’s former headquarters on Sete de Abril Street, São Paulo, c. 1948
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
D5
Practical Filming Class, MASP’s former headquarters on Sete de Abril Street, São Paulo, 1951
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
D6
Landscaping Course, at MASP’s former headquarters on Sete de Abril Street, São Paulo, 1950
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
INSTITUTO MOREIRA SALLES COLLECTION.
D7
Life-drawing Class for the Sculpture Course at MASP, MASP’s former headquarters on Sete de Abril Street, São Paulo, undated
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
D8
Training Course for Teachers of Design, MASP’s former headquarters on Sete de Abril Street, São Paulo, 1953
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
D9
“Monitors at the ‘Museum of Art’”. O Cruzeiro, Year XIX, no. 48, 9.20.1947, pp. 54-58.
Photos by Peter Scheier, text by Arlindo Silva.
LUCAS LENCI COLLECTION
D10
Detail of The Virgin of the Blue Veil (1827), Jean-Auguste Dominique Ingres, MASP collection, at its former building on Sete de Abril Street, São Paulo, c. 1958
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. PRINTED IN 2019.
INSTITUTO MOREIRA SALLES COLLECTION
D11
Detail of The Virgin of the Blue Veil (1827), Jean-Auguste Dominique Ingres, MASP collection, at its former building on Sete de Abril Street, São Paulo, c. 1958
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. PRINTED IN 2019.
INSTITUTO MOREIRA SALLES COLLECTION
MASP
Showcase E
Text 5
The Museu de Arte de São Paulo Assis Chateaubriand (MASP) opened in 1947 with an impressive collection of pieces dating from the Renaissance to European Modernism, selected by Pietro Maria Bardi, the museum’s first Director. The museum was also committed to contemporary art and to educating the Brazilian public to appreciate modern art in a broad sense, including architecture and design.
In 1950, the architect Lina Bo Bardi planned and oversaw alterations to the museum’s first home, in a building on Sete de Abril Street in the center of São Paulo. One of the novelties she introduced was a large display case, which was baptized the “showcase of forms.” The case separated the gallery, which displayed ancient worksold masters in the permanent collection, from the area where the temporary exhibitions were shown, such as the solo exhibitions of Le Corbusier (1950) and Max Bill (1951), both of which were photographed by Scheier. The display case had an educational purpose: it was used to show archaeological objects next to industrial objects, such as an Olivetti typewriter and a Vogorelli sewing machine, as well as organic forms, sculptures, ethnographic objects and domestic utensils. The display was made of glass, and offered the visitor a simultaneous view of the objects it contained and the works in the exhibition, encouraging comparisons between forms from very different eras.
Showcase E – Captions
E1
The Showcase of Forms at MASP’s former headquarters on Sete de Abril Street, São Paulo, c. 1950
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
INSTITUTO MOREIRA SALLES COLLECTION
E2
The Showcase of Forms at MASP’s former headquarters on Sete de Abril Street, São Paulo, c. 1950
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
INSTITUTO MOREIRA SALLES COLLECTION
E3
The Showcase of Forms at MASP’s former headquarters on Sete de Abril Street, São Paulo, c. 1958
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. PRINTED IN 2019.
INSTITUTO MOREIRA SALLES COLLECTION
E4
The Showcase of Forms at MASP’s former headquarters on Sete de Abril Street, São Paulo, c. 1958
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. PRINTED IN 2019.
INSTITUTO MOREIRA SALLES COLLECTION
E5
“The Museum in an Album”. Habitat, no. 13, Oct.-Dec. 1953, pp. 78-79.
Photos by Peter Scheier, text by Flávio Motta.
PAULO MAURO M. DE AQUINO COLLECTION
E6
Fashion Show, MASP’s former headquarters on Sete de Abril Street, São Paulo 1951
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
INSTITUTO PETER SCHEIER COLLECTION
E7
Dressing Room for a Fashion Show, MASP’s former headquarters on Sete de Abril Street, São Paulo, 1951
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. PRINTED IN 2019.
INSTITUTO MOREIRA SALLES COLLECTION
E8
“Four Centuries of Fashion”. O Cruzeiro, Year XXIII, no. 27, 4.21.1951, pp. 114-119.
Photos by Henri Ballot and Peter Scheier, text by Margarida Izar.
INSTITUTO MOREIRA SALLES COLLECTION
E9
View of MASP’s Collection at MASP’s former headquarters on Sete de Abril Street. To the left, Mobile (1944) by Alexander Calder; on the right, The Little Fourteen- Year-Old Dancer (1880) by Edgar Degas. São Paulo, 1962.
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. PRINTED IN 2019.
INSTITUTO MOREIRA SALLES COLLECTION
E10
The Showcase of Forms at MASP’s former headquarters on Sete de Abril Street, São Paulo, 1950
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
E11
The Showcase of Forms at MASP’s former headquarters on Sete de Abril Street, São Paulo, 1950
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
MASP
Showcase F
Text 6
In 1965, Scheier started investing in audiovisual works, consisting of color slides projected to the accompaniment of a soundtrack and voiceover. Three years later, he started experimenting with multi-image devices, a new technology that allowed various slides to be projected simultaneously. Little by little, the Foto Studio Peter Scheier’s main activity became the production of institutional audiovisual presentations for trade fairs and corporate events. In 1968, the Ministry for External Affairs commissioned the studio to produce a multi-image work to present Brazil at the International Food Fair in Paris. In 1970, the Ministry contracted Scheier’s studio to produce a presentation involving the simultaneous projection of large-scale images in the Brazil Pavilion at the Expo ‘70 world fair in Osaka, Japan.
Text 7
MASP presented the exhibition 30 anos de visão e multivisão [30 Years of Image and Multi-image] from August 7 to 28, 1970 – the only retrospective of Scheier`s work during his lifetime. It consisted of an audiovisual work of about 2,000 images, which were projected onto a three by ten meter screen, accompanied by a voiceover and musical soundtrack. 26 computer-synchronized slide projectors behind the screen projected 12 to 15 images simultaneously.
The presentation was divided into two sections. The first section lasted 35 minutes and consisted of Scheier showing the highlights of his career as a professional photographer, with an emphasis on his work for the press, starting with his first works for the photographic supplement of the newspaper O Estado de S. Paulo, at the end of the 1930s. The photographs were shown alongside the pages where they appeared in the newspaper, in order to draw attention to the layouts and photo montages common at the time. The exhibition also included his photographs from the period of almost a decade that he worked for the magazine O Cruzeiro, which were also displayed alongside the pages of the magazine. Scheier also included his work for MASP in the 1940s and 50s in this section, as well as the photographs of TV Record`s artists and shows which he took during the 1960s. Also included were photographs from his visit to Israel in 1959 and the series of reports on the visit published in the newspaper Diário de S. Paulo. In this overview of his career, Scheier included family albums and photographs of children.
The second section of the exhibition lasted 25 minutes and consisted of two multi-image audiovisual shows of color slides commissioned by the Ministry of Foreign Affairs to be shown at events abroad.
When speaking of his career, Scheier did not distinguish between his private and commissioned works. He gave special importance to showing how the images had been published in the press, displaying the pages of the magazines as an essential example of the visual culture prevalent during each period of his career.
Showcase F – Captions
F1
Mounting the Exhibition 30 anos de visão e multivisão [30 Years of Image and Multi-image] by Peter Scheier, Museu de Arte de São Paulo Assis Chateaubriand, Paulista Avenue, São Paulo, 1970
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
INSTITUTO PETER SCHEIER COLLECTION
F2
“What Mr Scheier Is up to”.
Novidades Fotoptica: Revista de fotografia, som, cinema, óptica e recursos audiovisuais, Year 14, no. 42, Sept. 1970.
INSTITUTO PETER SCHEIER COLLECTION
F3
Mounting the Exhibition 30 anos de visão e multivisão [30 Years of Image and Multi-image] by Peter Scheier, Museu de Arte de São Paulo Assis Chateaubriand, Paulista Avenue, São Paulo, 1970
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
INSTITUTO PETER SCHEIER COLLECTION
F4
Poster for the Exhibition 30 anos de visão e multivisão [30 Years of Image and Multi-image] by Peter Scheier, 1970
MASP RESEARCH CENTER COLLECTION
F5
Multi-image Projection Equipment, undated
DIGITAL INKJET PRINT ON COTTON PAPER. PRINTED IN 2019.
INSTITUTO MOREIRA SALLES COLLECTION
F6
The Exhibition 30 anos de visão e multivisão [30 Years of Image and Multi-image] by Peter Scheier, Museu de Arte de São Paulo Assis Chateaubriand, Paulista Avenue, São Paulo, 1970
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
INSTITUTO PETER SCHEIER COLLECTION
F7
“30 Years of Image and Multi- image: Peter Scheier”. Foto Notícias Kodak, Aug.-Sept. 1970, no. 35.
INSTITUTO PETER SCHEIER COLLECTION
F8
Retrospective Exhibition of the Works of Max Bill, MASP’s former headquarters on Sete de Abril Street, São Paulo, 1951
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION
F9
View of MASP’s Collection at MASP’s former headquarters on Sete de Abril Street. To the left, Mobile (1944) by Alexander Calder; on the right, The Little Fourteen- Year-Old Dancer (1880) by Edgar Degas. São Paulo, 1962.
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. PRINTED IN 2019.
INSTITUTO MOREIRA SALLES COLLECTION
F10
The Showcase of Forms at MASP’s former headquarters on Sete de Abril Street, São Paulo, 1950
PHOTOGRAPH ON PAPER, GELATIN AND SILVER. VINTAGE PRINT.
MASP RESEARCH CENTER COLLECTION