The Seagram Spotlight photograph collection

About this collection

Joseph E. Seagram and Sons, Inc. was one of the world's largest alcoholic beverage firms. This collection is composed of photographs used as illustrations in The Seagram Spotlight, a monthly magazine published by the staff of Seagram Distiller's Corporation and which targeted Seagram's national salesforce and Seagram distributors. This collection has not been digitized in its entirety. The online collection is a small selection of images depicting the design and construction of the Seagram Building in New York, N. Y., and some of the images feature architects Ludwig Mies van der Rohe, Phyllis Lambert, and Philip Johnson. For a detailed description of the entire collection, click here to view the finding aid.

    Image: Mies van der Rohe and Phyllis Lambert. Click to view

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Construction of The House of Seagram
[Description and dates], Hagley ID, Box/folder number, 'The Seagram Spotlight' photograph collection (Accession 1996.310), Audiovisual Collections and Digital Initiatives, Hagley Museum and Library, Wilmington, DE 19807
Construction of The House of Seagram
[Description and dates], Hagley ID, Box/folder number, 'The Seagram Spotlight' photograph collection (Accession 1996.310), Audiovisual Collections and Digital Initiatives, Hagley Museum and Library, Wilmington, DE 19807
Construction of The House of Seagram
[Description and dates], Hagley ID, Box/folder number, 'The Seagram Spotlight' photograph collection (Accession 1996.310), Audiovisual Collections and Digital Initiatives, Hagley Museum and Library, Wilmington, DE 19807
Full scale model of a window frame
Caption from the article: A full scale model window frame and mullions being studied by Mies van der Rohe and Phyllis Lambert. The floor mirror, to which an assistant is pointing, helps the architect visualize the artistic effect of a repeating pattern of the frames. Mies van de Rohe later took the model to the actual building site to examine the detail of the window frames and mullions so that he could determine the effects of light and shadow under realistic conditions., [Description and dates], Hagley ID, Box/folder number, 'The Seagram Spotlight' photograph collection (Accession 1996.310), Audiovisual Collections and Digital Initiatives, Hagley Museum and Library, Wilmington, DE 19807
Victor A Fischel, president of Seagram-Distillers Company, poses with preliminary model of the proposed new national headquarters
Image Caption: Victor A Fischel, president of Seagram-Distillers Company, poses with preliminary model of the proposed new national headquarters which the company plans to build at the sit of 375 Park Avenue. Preliminary proposals call for a 34 story structure with four stories of marble and bronze covering the entire street area from 52nd Street to 53rd Street on the east side of Park Avenue. The projected skyscraper, which will cost in excess of $15 million, is scheduled for completion in 1957, the year marking the 100th anniversary of the House of Seagram. Plans for the building were announced for the first time at the Seventh Annual Meeting of Seagram-Distillers Company held at the Waldorf-Astoria during the week of July 12, 1954., [Description and dates], Hagley ID, Box/folder number, 'The Seagram Spotlight' photograph collection (Accession 1996.310), Audiovisual Collections and Digital Initiatives, Hagley Museum and Library, Wilmington, DE 19807
Discussing image design features of Seagram Park Avenue
Image Caption: Discussing design features of Seagram Park Avenue, the new 38 story skyscraper to be erected by Joseph E. Seagram & Sons Inc. on New York's Park Avenue, members of the Building Planning Service Council of the National Association of Building Owners and Managers are shown above at a recent meeting with members of the Seagram building committee. Also present at the meeting, which was held in the Hotel Commodore in New York, were architects, contractors and engineers associated with the design and construction of the new building., [Description and dates], Hagley ID, Box/folder number, 'The Seagram Spotlight' photograph collection (Accession 1996.310), Audiovisual Collections and Digital Initiatives, Hagley Museum and Library, Wilmington, DE 19807
Final model of Seagram Park Avenue building
[Description and dates], Hagley ID, Box/folder number, 'The Seagram Spotlight' photograph collection (Accession 1996.310), Audiovisual Collections and Digital Initiatives, Hagley Museum and Library, Wilmington, DE 19807
A planning huddle
Image caption from article 'The Birth of a Building' from The Seagram Spotlight: A candid glimpse into a planning huddle between architect Mies van der Rohe, in center, his associate, Philip Johnson and Phyllis Lambert. Mrs. Lambert is coordinating all phases of the planning of the new building., [Description and dates], Hagley ID, Box/folder number, 'The Seagram Spotlight' photograph collection (Accession 1996.310), Audiovisual Collections and Digital Initiatives, Hagley Museum and Library, Wilmington, DE 19807
Discussing construction issues
Image caption from article 'The Birth of a Building' from The Seagram Spotlight: Architect Mies van der Rohe and Mrs. Phyllis Lambert discuss some of the problems involved in the construction program, as they study a model of The House of Seagram. The interesting lines of the structure and the plaza and park areas are indicated in the model., [Description and dates], Hagley ID, Box/folder number, 'The Seagram Spotlight' photograph collection (Accession 1996.310), Audiovisual Collections and Digital Initiatives, Hagley Museum and Library, Wilmington, DE 19807
Viewing a model of an interior section of the building
Image caption from article 'The Birth of a Building' from The Seagram Spotlight: A model of an interior section is assembled in order to acquire a better perspective of the relationship of elements. All of the models of the Seagram skyscraper are prepared in the architect's workshop. The large area directly in front of Phyllis Lambert is the proposed auditorium. The architectural staff creates exact models of various portions of the building in order to best evaluate construction problems., [Description and dates], Hagley ID, Box/folder number, 'The Seagram Spotlight' photograph collection (Accession 1996.310), Audiovisual Collections and Digital Initiatives, Hagley Museum and Library, Wilmington, DE 19807
Preparing a model of the window and spandrel connections
Image caption from article 'The Birth of a Building' from The Seagram Spotlight: A member of the architectural and designing staff is shown in the workshop preparing a special model so that the problems of window and spandrel connections can be solved. Mies van der Rohe wants to maintain a clarity in design and yet at the same time must consider such aspects as the casting of shadows and basic relative proportions of many different units., [Description and dates], Hagley ID, Box/folder number, 'The Seagram Spotlight' photograph collection (Accession 1996.310), Audiovisual Collections and Digital Initiatives, Hagley Museum and Library, Wilmington, DE 19807