How the White Cube Came to Dominate the Art World

“If you look at the original installation shots of 1939 through the ’40s, you’re looking at a picture that could have been taken yesterday,” McClellan said. “It’s really not changed much since then.”

“Even in the middle of the 19th century, it was generally recognized that museums should isolate works of art on walls to avoid overcrowding and to accentuate quality for visitors,” Andrew McClellan, a professor of art history at Tufts University, told me. “It was recognized that crowded walls hampered proper appreciation of individual works of art

Taking note of these criticisms, the National Gallery in London began to experiment with picture placement in the mid-1800s. Instead of forcing visitors to crane their necks or crouch down to see the art on display, director Charles Eastlake began to hang the works at eye level. “This resulted in the gallery wall suddenly being emptier and its own

it was MoMA’s first director Alfred Barr who finally cemented its strategy for display. That’s not to say that the New York museum was the first to pull together these various threads; as McClellan notes, the Harvard Art Museum and the Wadsworth Atheneum both mounted exhibitions in the early 1930s that utilized the white cube approach. “But MoMA, b

Today, the history of the white cube and modern art are more or less inseparable. Formalist painting from the 1960s, for example, is “isolated from the world,” noted art critic David Carrier, on the phone from Berlin. “The work is complete in itself. You want it in that enclosed space, you don’t want to be able to look out the windows. It’s a very

it wasn’t until the Third Reich took hold of the country during the 1930s that white became the standardized color for German gallery walls. “In England and France white only becomes a dominant wall colour in museums after the Second World War, so one is almost tempted to speak of the white cube as a Nazi invention,” Klonk said. “At the same time,

Today, New York’s Museum of Modern Art is widely credited with institutionalizing the approach in the 1930s. But the evolution of the white cube goes back much further, with MoMA representing the culmination of a long stretch of experimentation and debate by museum directors and curators spanning continents and centuries.

So it was that Eastlake replaced an earlier grayish-green hue with red, based on the latest research into sensory physiology. “The interaction with the golden frames and the mainly cooler colours of the paintings themselves led, according to this research, to a harmonious effect in the beholder’s visual experience,” Klonk claimed.

MoMA’s new 53rd St. building, which opened its doors in 1939, perfectly reflected this sensibility. Its design was commercial rather than monumental, taking cues from the department store with its glass-fronted first floor. Inside, the building featured small, intimate galleries that focused attention on the artwork rather than the architecture.