Modernity and Kitsch.


I recently came across these 50-year-old photographs by Allan Grant that were published in the November 23, 1962 Life Magazine.

They show a brand new supermarket, Piggly Wiggly,that had recently opened at 15821 Ventura Blvd. in Encino. The structure is now gone, replaced by a long, white office building.

What surprised me most was seeing the blend of modernity and kitsch, an architectural and marketing precursor to present day Gelson’s.

There is a view of the exterior, decorative concrete canopies, very 1962. But in front are also 19th Century street lamps, an old wagon, and even trees.

Signs are in decorative fonts.

Inside there is the astonishing sight of butchers in straw hats and bow ties; in another photo is a large sign: “Foods of the World”; and in one image… diagonally stacked shelves of barware: highball, martini and wine glasses, ice buckets, long tapered candles and ash-trays.

Female clerks, done up in beehive hairdos and made up faces, sell cosmetics beside a Victorian wood turret front display case. Lady shoppers (were there any other kind?) could stop off here, pick up a bottle of Shalimar and run home to take a dip in the backyard pool, then broil some lamb chops, and have the table set before Leonard or Irv pulled up in the driveway.

And behind a glass counter, a behatted chef shows off pots of soups to women in pearls and old retired gentlemen peering over.

A lineup of cashiers, stand in formation under the watchful eyes of their male bosses, next to carriage lamp lit checkout lanes. The girls wear puffy shouldered, black and white dresses with their names embroidered on lace.

These photos are fine testament that they had perfected, half a century ago, the California ideal, blending kitsch fantasy with cold, hard business acumen.

Up on White Oak Place


san fernando valley, originally uploaded by dugm2.

Up on White Oak Place last night: a party for a magazine launch.

The winds were blowing. Buzzing flocks of valet parkers ran to grab cars as partygoers arrived.

A for-sale mansion had been rented, an ornate and preposterously rococo place, elaborate and overdone; sunk under the weight of marble, chandeliers, heavy furniture and cartoon grandeur.

The event celebrated a new publication that will cater to the top one percent of income in the San Fernando Valley and those whose world stretches along Ventura Boulevard and up into these hills.

A Casa de Cadillac Cadillac in red was parked on the driveway. Young and sexy girls in leggy dresses, bartenders carrying trays of wine, and opulent tables of food from various restaurants in the Valley, were sprinkled around the backyard pool.

At one cheese table, I was instructed to eat ginger with a stinky Italian and to place honeycombs atop a goat, and consume silver painted chocolate.

Another table was full of thimble-sized pies whose ingredients were too small for my middle aged eyes to discern.

Big poster boards printed with San Fernando Valley photographs and graphics kept blowing over as the gusts blew across the panoramic backyard and pool.

After my second or third glass of wine, my tongue was unhitched from head, and anything that came to mind I spoke.

An ad salesman told me that his typical reader lived in a mansion “just like this” and that his Facebook page already had “4,000 fans without any publicity”.

I talked with a sharp Italian born professor who teaches languages at CSUN. Tragically, she was imported from Milan to Porter Ranch where she has lived for half a century.

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I went back into the house, detective and decorator, attempting to relate to the exotic style of furnishing inside.

In the dining room, a wide and tall glass fronted cabinet was filled and packed-like a rush-hour Tokyo subway- with Judaica: silver menorahs and tea sets, picture frames, glasses, engraved plates, silver Etrog holders, Kiddush cups, wine goblets. Three enormous black chandeliers danced satanically along the ceiling above onyx tinted granite countertops.

Near the center hallway, a heavy carved wooden desk presented the owner’s business cards for inspection, as if it were a hotel concierge conducting business. Multiple mezuzahs bedecked every interior door, bestowing blessings on bathrooms and bedrooms.

An enormous bathtub was surrounded by plastic bottles of Lubiderm which opened, without shame, to a stadium-sized bedroom where a leonine carved king-sized bed sat under a photographic portrait of a white-bearded Lubovitcher rebbe.

The house swung crazily between devoutness and decadence, minyan and orgy. Sadaam Hussein, Khaddafi, LL Cool J, Angelyne, Donald Trump: if they had collectively hired an architect, this is how it might have looked.

A small red room in the front was crammed full of more gold painted velvet baroque couches and chairs, pushed against the walls-like a Syrian police interrogation room- with a ghastly autographed, NBA orange basketball placed atop a pedestal for admiration….. or possibly worship.

The long wagon train of Jewish history had made its stops in Jerusalem, Tashkent, Tehran, Warsaw, Vienna, Tel Aviv; and finally stopped and unloaded 2,000 years of wares here on White Oak Place in Encino.

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Back in the backyard, I struck up a conversation with a quiet tanned gentleman dressed in an exquisitely tailored Italian blazer.

He had removed himself from the crowd, and sat alone on a lower level of the patio, where he and his wine surveyed the San Fernando Valley.

He told me he had just purchased the jacket that day, in a Goodwill store in Sherman Oaks. He worked as a caregiver to his 93-year-old mother and in his spare time took photos. One of his nighttime photographs of Ventura Boulevard was published in the premiere issue.

I knew then and there that he was like me, a real person in a fake environment, an honest loser at a party celebrating winners, an unemployed man, like many, who had lived in California his whole life and dreamed of escape from the Golden State.

I challenged him to arm wrestle but he said he wouldn’t because he might beat me. He warned me about driving intoxicated. And then he got up and said good-bye.

I waited and sat alone, around the floodlit pool, as sobriety slowly returned. Below me were miles of twinkling lights. And the wind was strong, the air bracing and refreshing.  And I was lost in my thoughts, cleansed, relaxed and free of worry, somewhere atop White Oak Place.

Oblivious to the Fire.


 

Oblivious/ March 30, 2007
Oblivious/ March 30, 2007

In shooting the fire yesterday, I have to admit that 9/11 was not far from my mind. I thought of the contrast of normality v. disaster as in this image.