juiced on joost

die form. november 1926. the only issue i own of this marvelous journal. this particular copy was designed by joost schmidt. stunning, don’t you think? you normally see the magazine in this design configuration. walter dexel, if i understand mr. weider correctly, designed the format in subsequent years. moma’s collection of joost’s items has one design in a similar vein, also done in 1926. lovely, too.
collecting can be so gratifying but until i started this blog i never spent enough time really looking at my collections. i have forty or so archival boxes filled with stuff that i have found over the years, and i am only beginning to share them. this journal is certainly one of the specific pieces of modernist design and typography in my collection. at the beginning, it was my wish to focus on this particular window into my collection, and i found along the way that my collection tends to ramble this way and that. i’m not the strict modernist that i thought i was. this issue of die form was bought from another collector-friend in germany. he is an avid collector, more active than i. he knows what i collect, and when he comes across something that’s not too expensive he gives me a call. he is responsible for many of fine examples of letterheads i own. buying from a dealer has a similar feeling to buying on the internet. it’s missing the flea market or the book fair experience. there’s no dealer telling you the merits of the piece, why you should buy, showing off his knowledge and trying to impress you. it’s devoid of that sense of discovery.’i found it!’ however, i do recall walking thought the paris flea market six years ago and seeing a stack of this journal; over a hundred issues. needless to say, i was speechless. i did not look through them nor buy them, though i should have done both. i see individual issues priced at a hundred dollars each. this group was priced at several thousand dollars. i try and forget these moments but they continue to haunt me. for now, i’ll just keep staring at this one. time to frame it, wouldn’t you say?



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  1. dear jp — this is an amazing cover — as the whole magazine is — and your blog ! love your posts — find them very inspiring . many warm greetings from berlin . julia ( an «intern from very very very long ago» )

    Comment by julia — 26/01/2012 LINK TO THIS COMMENT

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