Contrasting Press Receptions of 'Op Losse Schroeven' and 'When Attitudes Become Form'

An essay by Steven ten Thije, part of Afterall's Exhibition Histories series, examines the starkly different media receptions of two landmark 1969 exhibitions: 'Op Losse Schroeven' at the Stedelijk Museum in Amsterdam and 'When Attitudes Become Form' at the Kunsthalle Bern. The Dutch press largely responded with thoughtful, analytical coverage, appreciating the experimental nature of the works. In contrast, Swiss coverage was overwhelmingly negative, fueled by protests, vandalism accusations, and suspicion of corporate sponsorship by Philip Morris. Key incidents included Michael Heizer's asphalt destruction with a wrecking ball in Bern, and a protest by Peter Saam and Hans-Peter Jost burning military uniforms. The satirical group Gag AG dumped manure outside the Kunsthalle, further inflaming public opinion. Harald Szeemann, the curator, resigned amid the controversy. The essay contrasts the balanced Dutch reporting, which included artist interviews, with the Swiss press's lack of sympathetic voices. It notes that Philip Morris's sponsorship led to accusations of commercialism, with critics like Margit Staber and Maria Netter questioning the exhibition's integrity. Despite the hostile reception, Szeemann's exhibition is now celebrated, while 'Op Losse Schroeven' remains less widely known.