{"id":4636,"date":"2025-07-25T17:23:00","date_gmt":"2025-07-25T17:23:00","guid":{"rendered":"https:\/\/www.lalouver.com\/journal\/?p=4636"},"modified":"2025-09-17T07:56:36","modified_gmt":"2025-09-17T14:56:36","slug":"behind-the-name-l-a-louver","status":"publish","type":"post","link":"https:\/\/www.lalouver.com\/journal\/behind-the-name-l-a-louver","title":{"rendered":"Behind the Name: L.A. Louver"},"content":{"rendered":"\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d290566c8f8&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d290566c8f8\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"2255\" 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\" src=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/Peter-Goulds-Duchamp-influenced-sculpture.jpg\" alt=\"\" class=\"wp-image-6873\" srcset=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/Peter-Goulds-Duchamp-influenced-sculpture.jpg 1500w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/Peter-Goulds-Duchamp-influenced-sculpture-200x300.jpg 200w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/Peter-Goulds-Duchamp-influenced-sculpture-1330x2000.jpg 1330w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/Peter-Goulds-Duchamp-influenced-sculpture-768x1155.jpg 768w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/Peter-Goulds-Duchamp-influenced-sculpture-1022x1536.jpg 1022w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/Peter-Goulds-Duchamp-influenced-sculpture-1362x2048.jpg 1362w\" sizes=\"auto, (max-width: 1500px) 100vw, 1500px\" \/><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><figcaption class=\"wp-element-caption\">Peter Goulds,&nbsp;<em>L.A. Louver, Eros It Is the Mirror<\/em>, 1976, Aluminum, mirrors, found hardware, turquoise paint, 28 x 16 x 6 in. (71.1 x 40.6 x 15.2 cm)<\/figcaption><\/figure>\n\n\n\n<p>When L.A. Louver Founding Director Peter Goulds was a visiting lecturer at UCLA from 1972-74, the work of Marcel Duchamp featured significantly in his teaching. Goulds intended to make a series of short films on 20th-century artists with structuralism as the unifying concept. Consequently, Goulds created a number of objects as props to be used within the framework of the films. The first film was intended to focus on Marcel Duchamp and his relationship to Francis Picabia. Instead, a prop from the film would give L.A. Louver its unique name.<\/p>\n\n\n\n<p>In 1920, Marcel Duchamp commissioned a window maker to produce a miniature French window set on a baseboard, which Duchamp named&nbsp;<em>Fresh Widow<\/em>. The work was painted in turquoise and produced with panes of leather rather than glass. As such, the act of cleaning the window became one of polishing.<\/p>\n\n\n\n<p>Coming from England, Goulds found the louvered windows of his Los Angeles apartment unfamiliar. Looking at the device that opens a louvered window, it resembled the coffee grinder in Duchamp\u2019s major work&nbsp;<em>The Bride Stripped Bare by Her Bachelors, Even<\/em>&nbsp;(1915-23).&nbsp;As Surrealist poet and critic Andr\u00e9 Breton described in his article about the piece, Duchamp\u2019s work invites us on a journey through the artistic looking glass.&nbsp;<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d290566d37d&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d290566d37d\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"1837\" 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\" src=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/LA-Louver-and-Duchamp.jpg\" alt=\"\" class=\"wp-image-6869\" srcset=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/LA-Louver-and-Duchamp.jpg 1500w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/LA-Louver-and-Duchamp-245x300.jpg 245w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/LA-Louver-and-Duchamp-768x941.jpg 768w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/LA-Louver-and-Duchamp-1254x1536.jpg 1254w\" sizes=\"auto, (max-width: 1500px) 100vw, 1500px\" \/><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><figcaption class=\"wp-element-caption\">Marcel Duchamp,&nbsp;<em>Fresh Widow<\/em>, New York 1920, miniature French window, painted wood frame, and panes of glass covered with black leather,&nbsp;30 1\/2 x 17 5\/8\" (77.5 x 44.8 cm), on wood sill 3\/4 x 21 x 4\" (1.9 x 53.4 x 10.2 cm), Museum of Modern Art,&nbsp;Katherine S. Dreier Bequest&nbsp;\u00a9 2025 Artists Rights Society (ARS), New York \/ ADAGP, Paris \/ Estate of Marcel Duchamp<\/figcaption><\/figure>\n\n\n\n<p>Inspired by&nbsp;<em>Fresh Widow<\/em>&nbsp;and&nbsp;<em>The Bride Stripped Bare...&nbsp;<\/em>Goulds produced a miniature Los Angeles window following the same dimensions as Duchamp\u2019s&nbsp;<em>Fresh Widow<\/em>. The turquoise structure of the L.A. window was sanded to roughen the surface and reveal the primer beneath. Inscribed on the baseboard of Duchamp\u2019s&nbsp;<em>Fresh Widow<\/em>&nbsp;are the words \u201cFresh Widow, Copyright Rose Selavy 1920.\u201d It was the first time Duchamp used his female pseudonym. For Goulds\u2019s window, he writes \u201cL.A. Louver, Eros It Is the Mirror, 1976.\u201d Goulds refers to the French pronunciation of Rose \u2013 Eros \u2013 which gestures both to the center of the ego and the desire to create. The panes of the Los Angeles window are not made with leather or clear glass, but mirrors. As such, when the window is closed, you are mirrored in your own reflection. However, when you ratchet the coffee grinder feature, you journey through the Los Angeles looking glass.<\/p>\n\n\n\n<p>When Goulds opened the gallery to the public in January of 1976,&nbsp;he searched for an appropriate pseudonym. Goulds\u2019s wife and gallery co-founder Elizabeth Goulds commented, \u201cWhy don\u2019t you call it L.A. Louver?\u201d, after one of the many film props that were littering their apartment at that time. Goulds felt that was a good idea and the name has stayed with us for 50 years.<\/p>\n\n\n\n<p>See the work that gave L.A. Louver its name\u2014on view for two more days\u00a0as part of\u00a0<a href=\"https:\/\/lalouver.com\/exhibition.cfm?tExhibition_id=2525\"><em>L.A. Louver Celebrates 50 Years<\/em><\/a>.\u00a0<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d290566dc11&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d290566dc11\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"1500\" 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\" src=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/Peter-Goulds-with-LA-Louver-sculpture.jpg\" alt=\"\" class=\"wp-image-6874\" srcset=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/Peter-Goulds-with-LA-Louver-sculpture.jpg 1500w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/Peter-Goulds-with-LA-Louver-sculpture-300x300.jpg 300w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/Peter-Goulds-with-LA-Louver-sculpture-150x150.jpg 150w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/Peter-Goulds-with-LA-Louver-sculpture-768x768.jpg 768w\" sizes=\"auto, (max-width: 1500px) 100vw, 1500px\" \/><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><figcaption class=\"wp-element-caption\">Peter Goulds with\u00a0<em>L.A.\u00a0Louver, Eros It Is the Mirror,<\/em>\u00a02025, photography by Shannon Cottrell<\/figcaption><\/figure>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d290566e354&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d290566e354\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1701\" height=\"1114\" 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\" src=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/09\/33ece9d0-b79f-390a-b0eb-2366c9344005.jpg\" alt=\"\" class=\"wp-image-4640\" srcset=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/09\/33ece9d0-b79f-390a-b0eb-2366c9344005.jpg 1701w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/09\/33ece9d0-b79f-390a-b0eb-2366c9344005-300x196.jpg 300w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/09\/33ece9d0-b79f-390a-b0eb-2366c9344005-768x503.jpg 768w, https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/09\/33ece9d0-b79f-390a-b0eb-2366c9344005-1536x1006.jpg 1536w\" sizes=\"auto, (max-width: 1701px) 100vw, 1701px\" \/><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><figcaption class=\"wp-element-caption\">Peter Goulds,&nbsp;<em>L.A. Louver, Eros It Is the Mirror<\/em>, 1976, Aluminum, mirrors, found hardware, turquoise paint, 28 x 16 x 6 in. (71.1 x 40.6 x 15.2 cm)<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>When L.A. Louver Founding Director Peter Goulds was a visiting lecturer at UCLA from 1972-74, the work of Marcel Duchamp featured significantly in his teaching. Goulds intended to make a series of short films on 20th-century artists with structuralism as the unifying concept. Consequently, Goulds created a number of objects as props to be used within the framework of the films. The first film was intended to focus on Marcel Duchamp and his relationship to Francis Picabia. Instead, a prop from the film would give L.A. Louver its unique name.<\/p>\n","protected":false},"author":1,"featured_media":6947,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4636","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>Behind the Name: L.A. Louver - L.A. Louver - Journal<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.lalouver.com\/journal\/behind-the-name-l-a-louver\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Behind the Name: L.A. 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Goulds intended to make a series of short films on 20th-century artists with structuralism as the unifying concept. Consequently, Goulds created a number of objects as props to be used within the framework of the films. The first film was intended to focus on Marcel Duchamp and his relationship to Francis Picabia. Instead, a prop from the film would give L.A. Louver its unique name.\" \/>\r\n<meta name=\"twitter:image\" content=\"https:\/\/www.lalouver.com\/journal\/wp-content\/uploads\/2025\/07\/behind-the-name-la-louver.jpg\" \/>\r\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"L.A. 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