Johannesburg Reel #3040
Photographer Dale Yudelman reimagines the iconic View-Master reel with a larger than life creation. The 90 cm (35.4 in) motorized reel rotates and is backlit offering an endless choice of colors.
Yudelman magnifies the cultural influence of the View-Master era, by playing with scale and intertwining images from his own work and those consumed by viewers from a bygone era. In a career spanning more than 40 years, Yudelman maintains an abiding interest in correlating the subject of his images with how they are presented. In this series, the showing of seven pairs of related images on a single reel becomes an integral part of the story telling.
In his homage, VIEW-POINT presents photographs from his acclaimed series, ‘Life Under Democracy’, alongside nostalgic imagery from the vast View-Master mid-century archives, This approach not only pays tribute to the beloved gadget but also highlights its archival content with contemporary relevance. The blend of past and present imagery evokes a sense of continuity, urging one to consider how perceptions and narratives evolve over time.
Through this work, viewers are invited to reflect on how this invention left an indelible mark on the cultural imagination, and how its legacy resonates in today's visual storytelling. VIEW-POINT is both a tribute and a reflection on how we see, interpret, and immortalize the world around us.
History of the View-Master
The View-Master, introduced at the New York World's Fair in 1939, was originally a compact, handheld stereoscopic viewer designed for an intimate experience between the viewer and the images. Initially envisioned as a tool for adult education and military training during the Second World War, it evolved into an iconic entertainment medium for children and adults alike, quickly becoming a household staple around the world.
The viewer’s distinctive circular 9 cm reels contained seven different images in pairs, 14 in total to create a 3d effect. With 25 viewer models and 1.5 billion reels sold, it offered immersive experiences of captivating landscapes, iconic landmarks, and engaging stories.