Postcards with an edge: Exhibition details Dundee firm’s historical archive
Depicting everything from beach scenes to wintry snowscapes, the greetings cards made by printers J Valentine & Sons became the definition of picture-postcard perfect.
Now, an exhibition celebrates the legacy of the Dundee-based commercial photographers, exploring how the company popularised the holiday postcard around the world.
Sincerely, Valentines – From Postcards To Greetings Cards, now open at the V&A Dundee, features never before seen original photographs, as well as printing plates, historic postcards, promotional company magazines, booklets and greetings cards, all taken from the James Valentine Photographic Collection archive usually held at St Andrews University Libraries & Museums.
Leonie Bell, director of the V&A Dundee, said: “V&A Dundee is delighted to welcome people from across the city and beyond to enjoy this fascinating free exhibition celebrating Dundee firm J Valentine & Sons which, with the help of its workforce, grew from a family business to become one of the most successful, innovative publishers of postcards in the world.
“Their story, told beautifully in the exhibition, weaves together many stories from design and social history through to personal memories and nostalgia for the past.”
Founded in 1825, Valentines took advantage of the rapid developments in photography, printing and tourism in the early 20th Century, creating an extensive body of work, and quickly becoming one of the city’s largest employers.
Highlighting the contribution made to Dundee’s social, cultural and industrial heritage, the exhibition also includes a new film by Rob Kennedy, which tells the stories and experiences of those who worked for Valentines from the 1950s to the 1990s.
Central to the exhibition is also new work from designer Maeve Redmond, who has created a series of oversized postcards inspired by the Valentines archive print collection.
Sincerely, Valentines – From Postcards To Greetings Cards is at the V&A Dundee’s Michelin Design Gallery until January