This is Tomorrow

About

Fusing art with architecture, science and the mass media, this iconic show is brought vividly to life through the Whitechapel Gallery's archives. Advertised with Richard Hamilton's poster, Just what is it that makes today's homes so different, so appealing?, This is Tomorrow highlighted the way new technology and popular culture came to reanimate life in Britain in the postwar austerity of the 1950s. Opening at the Whitechapel Gallery in 1956 it was the brain child of architect and writer Theo Crosby in collaboration with members of the Independent Group. Their idea was to form groups of artists working with architects and designers to create a series of installations. Spanning constructivists and proto pop artists, 12 groups created immersive environments that integrated structure and image, sensory stimuli and optical illusions. The show, opened by a robot, was attended by a 1000 people a day. Unique and rarely seen material on display includes the full set of 12 promotional posters the groups designed, photographs of the opening and individual displays, press cuttings and documentary films. The Gallery is issuing a limited edition of the original This is Tomorrow catalogue. Designed by Edward Wright, it is an important example of innovative graphic design and has been out of print for over 50 years. For more information please click http://www.whitechapelgallery.org/exhibitions