Kalenderblad juli met koekoek 1903

Curator: So, here we have Theo van Hoytema’s "Kalenderblad juli met koekoek" from 1903, currently residing in the Rijksmuseum. It's a print. What strikes you about it? Editor: It has a quiet, almost somber mood. The colour palette is very muted. It also seems to be carefully designed, almost like a fusion of illustration and functional design, with the calendar integrated into the scene. What do you see in it? Curator: I’m immediately drawn to the materiality and production. As a print, this calendar reflects the democratization of art in the early 20th century. Consider the labor involved in producing these prints—the choices Hoytema made in terms of inks, paper, and printing techniques. Each material contributes to the final product and was available on a massive scale because of the new advancements in manufacturing and distribution, enabling art to be accessible. How do you think this widespread access to images would affect our current views on art consumption and labor? Editor: I see your point. The print medium allows mass production but does the art nouveau style with its focus on craft, become a contradiction? Curator: Not entirely. Art Nouveau often embraced industrial production. The stylized botanical motifs and the flowing lines—while appearing handcrafted—could be efficiently replicated through printing technologies. The goal was often to elevate everyday objects through artistic design. Notice the choice of a calendar, a functional, temporal item and elevated through craftsmanship, and newly emerging techniques in material production and reproduction. Editor: That’s interesting. I hadn’t considered how the calendar format itself played into the work's significance as a reproducible item. Curator: Exactly. It makes me appreciate the piece even more, to think of it within the context of labor, production, and consumption of art back then. Editor: Definitely. It provides a different lens through which to see the intentions behind this beautiful print.