die neue linie. Bauhaus at the kiosk

16 August until 8 November 2009

Bauhaus Museum Weimar
Mon-Sun 10am – 6pm
Adults € 4.50 / red. € 3.50 / pupils € 1

An exhibition by the Klassik Stiftung Weimar in cooperation with the University of Erfurt

Between 1929 and 1943, »die neue linie« (»the new line«) was published by the Beyer-Verlag, Leipzig, as the prominent lifestyle magazine of its time. No other magazine implemented the ideas of typographic Modernism in such a consistent way. Leading graphic designers from the Bauhaus such as László Maholy-Nagy and Herbert Bayer formed the appearance of the publication. Modern typography, clear forms, ornament-free letters, dynamic diagonals and dramatic photo montages gave it a striking appearance. The contents lifted »die neue linie« to a superior standard. Literary guest authors such as Aldous Huxley, Gottfried Benn and Thomas Mann contributed articles. The fashion section portrayed ingenious designs that appealed to the elegant ladies of the Weimar Republic. The emphasis was on everything that had to do with »Better Living« – which made »die neue linie« into a pioneer of today’s lifestyle magazines. Walter Gropius introduced the most recent architectural trends, among other things, and Bauhaus furniture or the “Frankfurt Kitchen” were presented as exemplary designs.

The modern design of the magazine was spared any repercussions during the years after 1933, because it served an artistic alibi function within the largely »gleichgeschaltete« (politically coordinated) Nazi press. The borders of journalistic freedom were narrow, there were never articles critical of the regime, but yet it was possible to completely do without anti-Semitic propaganda. When the war began, military illustrations dominated the covers, and German classics and old masters took their places within the contents.