{"id":456,"date":"2016-02-11T04:03:11","date_gmt":"2016-02-11T04:03:11","guid":{"rendered":"https:\/\/www.lalouver.com\/journal\/index.php\/2016\/02\/11\/the-story-behind-what-inspired-the-name-la\/"},"modified":"2025-09-03T22:57:38","modified_gmt":"2025-09-03T22:57:38","slug":"the-story-behind-what-inspired-the-name-la","status":"publish","type":"post","link":"https:\/\/www.lalouver.com\/journal\/the-story-behind-what-inspired-the-name-la","title":{"rendered":"The story behind our name"},"content":{"rendered":"\n<figure class=\"wp-block-gallery has-nested-images columns-2 wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d2bc22db301&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d2bc22db301\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"554\" height=\"550\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" data-id=\"457\" src=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko1_640.jpg\" alt=\"\" class=\"wp-image-457\" srcset=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko1_640.jpg 554w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko1_640-300x298.jpg 300w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko1_640-150x150.jpg 150w\" sizes=\"auto, (max-width: 554px) 100vw, 554px\" 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width=\"860\" height=\"650\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" data-id=\"458\" src=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko2_1280.jpg\" alt=\"\" class=\"wp-image-458\" srcset=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko2_1280.jpg 860w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko2_1280-300x227.jpg 300w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko2_1280-768x580.jpg 768w\" sizes=\"auto, (max-width: 860px) 100vw, 860px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d2bc22dc1e5&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d2bc22dc1e5\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1064\" height=\"650\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" data-id=\"459\" src=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko3_1280.jpg\" alt=\"\" class=\"wp-image-459\" srcset=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko3_1280.jpg 1064w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko3_1280-300x183.jpg 300w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko3_1280-1024x626.jpg 1024w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2016\/02\/tumblr_o2d79bIBHQ1r7s5hko3_1280-768x469.jpg 768w\" sizes=\"auto, (max-width: 1064px) 100vw, 1064px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/figure>\n\n\n\n<p>The story behind what inspired the name <a href=\"http:\/\/lalouver.com\/exhibition.cfm?tExhibition_id=49\">L.A. Louver<\/a> and the gallery\u2019s original 1976 logo as told by Peter Goulds:<\/p>\n\n\n\n<p>\u201cA Rose by any other name Peter Goulds on L.A. Louver\u201d<\/p>\n\n\n\n<p>In 1920, Marcel Duchamp made a miniature French window and called it <i><a href=\"https:\/\/www.moma.org\/learn\/moma_learning\/marcel-duchamp-fresh-widow-1920\">Fresh Widow<\/a><\/i> \u2014 bad pun, right? It was made by a French window maker, sits on a baseboard, and has panes of leather rather than glass. The act of cleaning the window is actually one of polishing, so it shines.<\/p>\n\n\n\n<p>In my apartment at UCLA every single window was a louvered window, and coming from England as I do, I\u2019d never seen a louvered window in my life. They have them, of course \u2014 I\u2019d just never seen one. If you look at the device that opens the window, it looks like the coffee grinder in Duchamp\u2019s <i><a href=\"http:\/\/www.tate.org.uk\/art\/artworks\/duchamp-the-bride-stripped-bare-by-her-bachelors-even-the-large-glass-t02011\/text-catalogue-entry\">The Bride Stripped Bare by Her Bachelors<\/a>. <\/i><\/p>\n\n\n\n<p>In 1931, Andr\u00e9 Breton (the surrealist poet and critic) wrote an article called \u201cThe Lighthouse of the Bride.\u201d Evidently (from the article) Duchamp had given Breton his notes of the making of and thinking behind <i>The Bride Stripped Bare by her Bachelors<\/i> and Breton took these notes and ciphered the painting. Duchamp had previously given no information of what the painting was about, gives this critic his notes for the first time, and this man reads all the notes diligently and writes an essay about the true meaning of the painting. The first paragraph says \u2014 and I\u2019m paraphrasing \u2014 that Duchamp invites us on a journey through the artistic looking glass and he goes on to explicate the meaning of the painting.<\/p>\n\n\n\n<p>So my miniature Los Angeles window doesn\u2019t have leather and doesn\u2019t have glass but it has mirrors. So, when it\u2019s closed you see your own reflection but when you ratchet the coffee grinder \u2014 via the reflection of the outside world in the mirrors \u2014 you journey through the artistic looking glass.<\/p>\n\n\n\n<p>Duchamp\u2019s baseboard reads (and it\u2019s the first time he used his female pseudonym), \u201cFresh Widow, 1920, Rose S\u00e9lavy.\u201d My baseboard now reads, \u201cLa Louver, 1976, Eros it is the mirror.\u201d<\/p>\n\n\n\n<p>When I opened the gallery my ego was such that I wouldn\u2019t put my name on something that might fail. So, I needed a pseudonym. My wife said, \u201cWhy don\u2019t you call it that wretched LA Louver?\u201d It was one of the many props I had made for film projects that were littering the house at the time, and I thought that was a good idea.<\/p>\n\n\n\n<p>Now we\u2019re stuck with it.<\/p>\n\n\n\n<p>Published in <i>Art and Living<\/i>, 2006 Issue 3<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The story behind what inspired the name L.A. Louver and the gallery\u2019s original 1976 logo as told by Peter Goulds: \u201cA Rose by any other name Peter Goulds on L.A. Louver\u201d In 1920, Marcel Duchamp made a miniature French window and called it Fresh Widow \u2014 bad pun, right? It was made by a French [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":457,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[1],"tags":[226,225,227,15,224,75,173,223,30],"class_list":["post-456","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-uncategorized","tag-archive","tag-design","tag-history","tag-l-a-louver","tag-logo","tag-los-angeles","tag-marcel-duchamp","tag-original","tag-venice-beach","post_format-post-format-gallery"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>The story behind our name - L.A. 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