In 1923, Dr. Béla Horovitz, Frederick ‘Fritz’ Ungar, and Ludwig Goldscheider, bonded by their love of the classics, decided to found a publishing company that championed its continued influence on 20th-century cultural pursuits. The name? Phaidon—a nod to Phaedo, a Greek philosopher and pupil of Socrates.
100 years later, the humble Viennese house has become the utmost chronicler of the artistic and fashion zeitgeist: When Rihanna had the idea to create a visual autobiography, she worked with Phaidon. When Steven Meisel and Linda Evangelista wanted to chronicle their model-as-muse relationship, Phaidon published it. (“When working with Phaidon on our first book together, Steven and I sought to honor the many images that have resulted from the years of friendship and working together,” Evangelista tells Vogue. “The joy that went into making these pictures, and our celebration of fashion and our love for it is undeniable.”) And when Thom Browne chose to commemorate his own brand’s 20th anniversary, he did so with—you guessed it—Phaidon. “My first ever monograph with Phaidon, is made even more special due to it being published during Phaidon’s centennial year,” Brown says.
Phaidon now has global headquarters in London and New York, as well as offices in Paris and Berlin. Their books are published in over 100 countries and in English, Chinese, French, Spanish, Japanese, and German—with continued plans of expansion.
But how, exactly, did Phaidon become such a behemoth? That’s the very question examined–and answered—at a new exhibit at Christie’s Rockefeller Center, “100 Years of Creativity: A Century of Bookmaking at Phaidon.” Revisiting over 150 of their most notable titles, the exhibit not only offers a feast for the eyes by showcasing the many dynamic photographs published within its many pages, but also provides fascinating insight into the evolution of the visual publishing process itself: in the 1930s, for example, Phaidon published their first large-format book on Van Gogh, arguably crafting the first prototype of what is now colloquially known as the “coffee table book.”
“Phaidon elevates bookmaking into an art form,” architect Peter Marino says of their legacy. (He has published multiple titles, including The Architecture Of Chanel, Art Architecture, Theodore Deck, and Adrien Dalpayrat, with the company.)
Vincent van Gogh, by the way, is featured in the exhibit, as is a first edition of E.H. Gombrich’s seminal 1950 art history text The Story of Art, which has sold more than 8 million copies. Rihanna’s book will be there, presented on an 18-carat gold stand designed by the Haas brothers, as well as Rashid Johnson’s upcoming tome which is part of their critically acclaimed “Contemporary Artists” series. (“I am especially honored to be published alongside some of the most important artists of our time,” the artist says of his project.)
Also highlighted is Phaidon’s commitment to letting its subjects tell their own visual story: whereas many books are written about artists or designers, Phaidon instead supports them in their own literary process. “Phaidon [helped] me share my secret to life: Own It,” Diane von Furstenberg says of her publishing process.
All in all, over 150 books will be on display that span the full centennial from the 1920s to the present day. “100 Years of Creativity will tell the story of how our books championed the great creative voices that defined the last 100 years,” Keith Fox, CEO of Phaidon, says.
The exhibit runs from September 5 through September 18.
