“ONE OF THE BEST DESIGNED AND MOST INNOVATIVE VOLUMES IN THE HISTORY OF COMPANY PHOTOBOOKS”
(SCHULTEN, Barbara). 50 Jahre Madaus: Eine aufgeschlossene Firma [50 Year Anniversary of Madaus: An Innovative Firm]. (Köln-Merheim, Germany: Dr. Madaus), . Quarto, original white cloth spine, stiff laminated photographic wrappers, photographic slipcase. $1800.
First edition of the “‘Pop art’ extravaganza… a cornucopia of design and layout ideas” (Parr & Badger), specially created for the 50th anniversary of the innovative German drug firm, Dr. Madaus, with 120 black-and-white photogravures and four-color illustrations (including two gatefolds), along with laid-in publisher’s “reader-reply” card and original eight-page booklet.
Published on the 50th anniversary of the Cologne drug company, Dr. Madaus, "one of the world's leading producers of pharmaceuticals… Eine aufgeschlossene Firma was designed as a 'Pop art' extravaganza similar to Warhol's Index (1967)… Not only a cornucopia of design and layout ideas, it features several pop-up pages in the style of a children's book. The result combines high purpose with a sense of fun." In its 72 pages of photomontages and collages, printed on heavy laminated card stock, this one-of-a-kind photobook contains a whimsical array of pop-up inserts, pull-out tabs, double-page pop-up figures, various tipped-in ephemera, an original laid-in "reader-reply" card and eight-page booklet (measuring 6 by 8-1/2 inches), as well as a memorable fold-out display that "squeaks when opened-like Warhol's red accordion in Index-and features [photographer] Barbara Schulten's image of a mouse held by a scientist. The Madaus book certainly has enlivened the genre of the medical company book… [with] one of the best designed and most innovative volumes in the field of company photobooks" (Parr & Badger II:196).