Not everyone had the chance to shop the Frank Bros. store when it was open from 1938 to 1982 in Long Beach.
So the University Art Museum of Cal State Long Beach’s new exhibition gives visitors a chance to dive into what made this modern furniture and design retailer such a powerful force in Southern California.
Known for revolutionizing many of the hallmarks that still define great retail, Maurice and Edward Frank pioneered a high-low price mix, wildly creative in-store displays, and advertisements and mailers so innovative they stood alone as works of art. The shop was first located in downtown, and then relocated north, on Long Beach Boulevard.
Guest-curated by Long Beach architectural history experts Cara Mullio and Jennifer M. Volland, the exhibition holds such treasures as furniture designs from luminaries Charles and Ray Eames, and newly uncovered pieces from the Frank family’s personal collection, including their children’s toys, which manage to incorporate modern influences.
The bright and brilliant work on display is highlighted by exhibition design centered around bold typographic signage, a rush of color and humor-flecked imagery, just as the original store was.
“Maurice and Ed were genuinely concerned about educating the public on the precepts of good design,” says Volland.
It’s safe to say this exhibition would get their well-styled seal of approval.
Frank Bros.: The Store That Modernized Modern
When: Noon to 5 p.m. Sundays through Thursdays, to 7 p.m. Wednesdays. Ends April 9.
Where: The University Art Museum of Cal State Long Beach,1250 Bellflower Blvd., Long Beach
Cost: Free; on-site parking is $7
Info: (562) 985-5761; www.csulb.edu
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