You explain that the white cube was initially only a variance of a rich tradition of differently coloured rooms in museums around 1900.

Here we see a really pivotal moment of change, when art must become something that does not make people uncomfortable, so that they will spend money. The kind of person who is expected to consume art is transformed in the mind of the producer. The people who might very possibly love being expanded by what they see are never given the chance.

And when does this cleansing process, leading us to the idea of the gallery as ‘white cube’, begin?

*Charlotte Klonk

*The disciplining began at an early stage with the design of reverential entrance halls and exhibition rooms. They were sumptuously decorated, but weren’t intended to distract from viewing the art.