THIS IS TOMORROW (aka "THIS IS TOMORROW")

click to see video
This Is Tomorrow was a seminal art exhibition in August 1956 at the Whitechapel Art Gallery, facilitated by curator Bryan Robertson. The core of the exhibition was the ICA Independent Group.
I found this video while i was researching about Richard Hamilton to finish this assignment i have for this week,anyway!
Hamilton is the pop art artist (Born in London in 1922, Richard Hamilton took art classes when he was 12 and left school at 14 to work for an engineering firm. At 15 he moved to a commercial design studio, before becoming a student at the Royal Academy Schools.)Often called the intellectual father of Pop Art, Richard Hamilton is as active now as when he organized some of the most forward-thinking exhibitions of the 1950s. Hamilton, who has recent work at Tate Britain and one of his famous artwork is 'just what is that makes today's homes so different,so appealing?'

So 'This Is Tomorrow'was conceived by architectural critic Theo Crosby, who was the editor of Architectural Design magazine, and a member of the ICA. Theo Crosby had attended a congress in Paris in 1954 on the drawing together of fine and applied arts, and was later approached about a similar concept to This Is Tomorrow by representatives of Groupe Espace in London.
Everything about that exhibition was so perfectly developed!The This Is Tomorrow exhibition included artists, architects, musicians and graphic designers working together in 12 teams—an example of multi-disciplinary collaboration that was still unusual. Each group took as their starting point the human senses and the theme of habitation.

The exhibition catalogue featured essays by Reyner Banham and Lawrence Alloway. McHale wrote the text for the page Are they Cultured?Colin St John Wilson designed the exhibition guide. The graphic designer Edward Wright (1912-88), who taught typography at the Central School of Art from 1950 to 1955 and then the Royal College of Art, designed the catalogue for This Is Tomorrow. Theo Crosby found the money for it, and it was printed by Lund Humphries. The director of Lund Humphries, Peter Gregory along with Peter Watson were among the original founding patrons of the ICA.
The TIT show is now considered a watershed in post-war British Art and in some respects kick started the development of the British arm of Pop Art.




Parts of This Is Tomorrow were recreated in 1990 for an exhibition at the Institute of Contemporary Arts.