Scheltema & Holkema's Boekhandel before 1893

This image of Scheltema & Holkema's Boekhandel in Amsterdam, was created by Georg Meisenbach, using a photomechanical printing process. This technique revolutionized the printing industry, by using photographic images to create a printing plate. The flat, graphic quality of the image, with its contrasts between light and dark, reflects the material properties of the printing process. Lines were etched into a metal plate, which was then inked and pressed onto paper, and this demanded skilled labor in both the photographic reproduction and printing stages. The image itself captures a moment in the life of a commercial enterprise, drawing attention to the cultural significance of books and art within the city. This kind of advertisement blurs the lines between art and commerce, reminding us that all creative production is situated within economic systems. It’s a testament to how materials, making, and context, all converge to give an artwork its full meaning.