"For the first time in world history, mechanical reproduction emancipates the work of art from its parasitical dependence on ritual." Walter Benjamin, "The Work of Art in the Age of Mechanical Reproduction"
The 1936 essay “The Work of Art in the Age of Mechanical Reproduction” written by German cultural theorist Walter Benjamin is definitely one of the most quoted pieces in any kind of analysis of political, technological and artist developments under capitalism.
Moving from the changes brought to art by mechanical reproduction, Benjamin mentioned in his essay newspapers, lithography and photography, though he mainly focused on film, considering it as the art form for modern times and as a form of mass communication made possible by the advent of mechanical reproduction.
The theorist also wrote in this essay about the implications brought by the loss of "the aura of the work of art” and the dramatic change of the cult value.
There has been a huge interest in Benjamin’s writings since 1968, when his works were first published in English and in book format.
Since then, the theorist inspired cultural studies, essays, books and dissertations.
Despite its fragmentary nature due to its author's death, Benjamin's The Arcades Project, conceived as an analysis of Parisian shopping malls in the 19th century that touched upon advertising, progress, prostitution, fashion and photography, turned into an inspiring work for scholars, but also for fashion critics, artists and designers.
Yet I must admit I had never seen a shop inspired by Walter Benjamin's works and in particular by his 1936 essay until I discovered Art in the Age of Mechanical Reproduction in Philadelphia.
Located in the area of the Old Town (highly recommended for pleasant strolls and to check out galleries, book/record shops), Art in the Age (AITA) is a cleverly organised store, selling clothes and accessories, but also books (you’ll find here a good selection of Benjamin’s titles as well) and magazines and offering an exhibition space for thought-provoking events and gigs.
Everything started in 2006 when Steven Grasse launched his own brand, opening two years later this store.
The most striking thing about the shop is its carefully selected stock.
There is indeed a wide selection of T-shirts (the ones on sale start from as little as $10), hoodies, stationery, prints, preserves, soaps and even a root beer (the alcoholic version of the 1876 formula that included sarsaparilla, wild cherry and ginger) and a ginger Snap all by Art in the Age (the brand and spirits were bought this year by William Grant & Sons).
You'll also find womenswear by textile brand Le Mont St Michel, designs by New York-based Lauren Moffatt and by French label Roseanna, tops in soft blends of cotton and cashmere by Japanese label V::room, footwear by Yuketen and accessories by Billykirk, a brand that produces all its bags, wallets and belts in the US (many of them are made by Amish craftsmen), plus interesting pieces of jewellery such as Elke Kramer's sculptural resin bangles (check out AITA's "shop online" link to see further men/women's wear brands and designers available from the store).
AITA often organises gigs and events with different musicians and artists. The month of October has been dedicated to husband and wife team Walter and Margaux Kent (of Peg and Awl fame) with the exhibition "There is a Great Deal I Do Not Want to Know".
Walter added to the shop's 1940s pieces of furniture an apothecary cabinet made out of reclaimed lumber, decorated with sculptures by Philadelphia-based artist Darla Jackson and antique miniature leather notebooks (incorporated also in her beautiful necklaces) by Margaux.
Walter and Margaux will be in the shop again on Thursday 28th October (6-8pm) for a pumpkin carving night, while AITA will also be at the Philadelphia Bike Expo from 30th to 31st October, so there's no excuse not to visit the shop if you're in Philadelphia next week (while you can keep updated about future events by reading the shop's blog).
So far AITA's main mission has been to move from Benjamin's essay and analyse the connection between art and industry while proving the possibility of increased artistic accessibility across cultural forms without the sacrifice of value.
Walter Benjamin stated his investigations were a way of penetrating "into the depths", meaning with this expression to explore dynamic interrelations.
In a way, Art in the Age of Mechanical Reproduction has been doing the same, plumbing into the depths to find a fresher and more dynamic relation between art, fashion and consumers.
If one of your goals or ambitions in life is opening a shop, you should maybe take note of AITA's innovative approach not only to retail, but also to lifestyle in general.
With special thanks to AITA's shop assistant who showed me around the shop and patiently answered my questions (even the most boring ones...).
Art in the Age of Mechanical Reproduction, 116 North 3rd Street, Philadelphia, PA 19106; Tuesday-Saturday: 11am-7pm; Sunday: 12pm-6pm.
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