Exhibition Design

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  • Sheldon-Claire exhibit design with sculptures hung by wire Sheldon-Claire exhibit design with sculptures hung by wire
  • Sheldon-Claire exhibit design Sheldon-Claire exhibit design
  • Sheldon-Claire exhibit design Sheldon-Claire exhibit design
  • Design for Unicel Freight Car exhibit. Design for Unicel Freight Car exhibit.
  • Design for Unicel Freight Cars showing coupling mechanism. Design for Unicel Freight Cars showing coupling mechanism.
  • meeting room and exhibit design for Pressed Steel Car Co. meeting room and exhibit design for Pressed Steel Car Co.

Goldberg worked on a number of exhibition designs throughout his career. The most intense period was 1949-1951, when he completed designs for the Sheldon-Claire Company and for the Pressed Steel Car Company, where he highlighting his design of the Unicel Prefabricated Freight Car of plywood. The Unicel exhibits included a full sized section of the freight car that viewers could walk through. Other full-size models of mountings and fittings were also on display.

These early efforts at theatricality reappeared later: for example, the use of photo-montage with the Unicel car photographed against the mountainside reappeared later with Marina City. The office built a full-size model of an apartment offsite in a warehouse complete with a photo montage of the city view from the (yet-to-be-built) 40th story. Potential tenants could thus step into the apartment and admire the view from their balcony. The mockup also assisted further development of the balcony design, and its design became more sculpted and ulitmately more sophisticated.

Goldberg also had a full-size model built of the interior of the San Diego Theater later in the 1960's. The stage and seating arrangements were surprisingly modelled at full size in an installation at the Piccadilly Theater on the south side in Chicago.