Willi Moegle - DO NOT DROP
05.10.2019 - 08.12.2019

For the 11th Biennale dell’immagine, Bi11 CRASH, twenty-nine works by the German photographer Willi Moegle belonging to the private collection of Rosella and Philip Rolla were selected for the exhibition DO NOT DROP. The images chosen are perfect compositions of fragile porcelain representing modern German industrial products made during the ‘50s and ‘60s of the 20th century.


Willi Moegle (1897 Stuttgart - 1989 Leinfelden). After World War I, with a scholarship from Bosch, he enrolled at the Stuttgart School of Applied Arts in order to become a graphic designer. His most important teacher was Ernst Schneidler. Later, he worked at the State Office for Conservation and, teaching himself photography, began taking pictures. He was entrusted with the task of documenting historic buildings, works of art and manuscripts. In 1927 he opened his first studio and established himself by photographing Bauhaus style furniture, porcelain and glass objects. His clients soon included well-known architects, interior designers, graphic designers and publishers. In 1944 his studio was bombed, but he managed to save the archives. After World War II, with major contracts, such as with the Bauknecht company, he continued to document German design and its history, so much so that his work is considered to be the main example of still life advertising photography.