Patrona and Servitor – New Insights into the Patron/Artist Relationship between Duchess Margaret of Parma and Giulio Clovio

This paper presents an unpublished letter written by Giulio Clovio to one of his most prominent patrons, Duchess Margaret of Parma, in 1574. As a continuation of their previous correspondence, it provides some new information on the network of persons involved in the communication and distribution of Clovio’ s artworks. Additionally, the author proposes a connection between Clovio’ s last known painting of Madonna and Child with St Simeon and The Holy Family painting, previously not described and evaluated in literature

The Significance of Farnese Hours in the European Portrayals of Bird of Paradise during the 16th Century

Časoslov Farnese molitvena je knjiga koju je čuveni hrvatski minijaturist Julije Klović oslikao u Rimu u razdoblju od 1537(39). do 1546. godine, po narudžbi svog mecene, kardinala Alessandra Farnesea, a danas se čuva u Pierpont Morgan Library u New Yorku. Iako je umjetnička vrijednost ovog renesansnog remek-djela minijature prepoznata već u vrijeme nastanka, tek njegovim pretiskom u izdanju Hrvatske akademije znanosti i umjetnosti u Zagrebu 2001. godine postaje dostupniji široj kulturnoj i znanstvenoj javnosti. Časoslov Farnese do danas je višestruko istražen s aspekata stilskog i ikonografskog izraza. Detaljno su opisane sve minijature, a među njima se tek spominje rajska ptica sa stranice 6v. Ipak, većina ovih istraživanja ostala je u okvirima svojih struka pa je tek multidisciplinarnim pristupom, koji je obuhvatio likovne, povijesno-kulturne i ornitološke aspekte, ovu ilustraciju bilo moguće reinterpretirati, uz točno određivanje ornitološke vrste - Velike rajske ptice Paradisaea apoda. Rezultati ovih istraživanja pridonijeli su novim saznanjima o povijesti prvih svlakova rajskih ptica u Europi, o povezanosti motiva rajske ptice s motivom feniksa te o međusobnim odnosima povijesnih ličnosti Klovićeva kruga umjetnika, vladara i crkvenih moćnika. Stoga su ova saznanja u obliku slike, teksta i intervjua s autoricama već 19.5.2009. prikazana na internetskoj stranici BBC-a “Earth News” autora Mata Waltera, a motiv Klovićeve rajske ptice našao je mjesto i u više svjetskih publikacija znamenitih istraživača rajskih ptica, kao što su knjige autora Clifforda i Dawn Frith iz 2010. te dvije knjige iz 2012. godine - Tima Lamana i Edwina Scholesa te sir Davida Attenborougha i Errola Fullera. Također, rezultati ovih istraživanja prikazani su i u katalogu izložbe “Julije Klović, najveći minijaturist renesanse”, održane u Zagrebu krajem 2012. godine.Farnese Hours is a prayer book which was illustrated in Rome by the well – known Croatian miniaturist Julije Klović, during the time period between 1537(39) and 1546, as ordered by his benefactor, cardinal Alessandro Farnese, and it is kept today in Pierpont Morgan Library, in New York. Even though the aristic value of this Renaissance artwork has been recognized already during the time of it’s creation, it was only after the reprinted edition in 2001, which was published by Croatian Academy of Science and Arts Zagreb, has it become more available to the wider cultural and scientific public. Farnese Hours up to this day remains a well – researched topic, from the aspect of stylistic and iconographic expression. All of the miniatures are described in detail, and among them, a bird of paradise from the page 6v is only mentioned in passing. However, most of these products of research have remained in the field of particular professions, and only through interdisciplinary approach, which has included visual, cultural – historic and ornithological aspects, was possible to reinterpret this illustration, and to precisely determine the ornithological type – Great Bird of Paradise Paradisaea apoda. The results of these research have contributed to the new findings regarding the history of the first taxidermic prototypes of birds of paradise in Europe, to study of the link between the motif of the bird of paradise with the phoenix bird and to understanding the interpresonal relations of historical figures of Klović’s circle of artists, rulers and powerful church figures. And so, these findings in form of picture, text and interviews with the authors have already been displayed on the internet web – site of the BBC’s “Earth News”, hosted by Mat Walter, and the motif of Klović’s bird of paradise has gained it’s place in several publications of the distinguished researchers of birds of paradise, such as the books of authors Clifford and Dawn Frith from 2010, and two books from 2012 – authored by Tim Laman and Edwin Scholes, and sir David Attenborough and Errol Fuller. Also, the results of these research attempts are shown in the catalogue of the exhibition “Julije Klović, the greatest miniaturist of the Renaissance”, that was organized in Zagreb, in the late 2012

Father and sons: Feller family members in the context of the beginnings of advertising in Croatia

U radu je prikazana uloga Eugena Viktora Fellera, ljekarnika i tvorničara, s naglaskom na njegove marketinške strategije u oglašavanju ljekarničkog specijaliteta marke Elsa. Kao polazište u analizi poslužili su različiti tipovi onodobnog tiska (pučki kalendari, javna i stručna glasila) te reklamni letci i ambalaža. Obilje prikupljenog materijala omogućilo je uvid u strategije i scenarije Fellerova komunikacijskog pristupa potrošačima, komparaciju oglašavanja u različitim medijima i vremenskim razdobljima. Prateći pojavnost i razradu fenomena vizualne komunikacije kao dijela obiteljskog interesa, prikazani su pristupi i pomaci u razradi oglašavanja u projektima Fellerovih sinova Miroslava i Ferdinanda. Nadograđujući se na očevo pozitivno iskustvo marketinga, sinovi započinju suvremenije promišljanje oglašavanja. Ferdinand Feller pritom u farmaceutski marketing uvodi koncept kolektivne ljekarničke propagande, a Miroslav Feller utemeljenjem i razvojem reklamnog zavoda Imago postaje jedan od predvodnika razvoja institucionalizacije i profesionalizacije komercijalnoga grafičkog dizajna. Utoliko je razvoj marketinga predočen kroz marketinške pristupe i inovativne ideje triju osobnosti obitelji Feller ilustracija pomaka u pristupima koji su obilježili početak drukčijeg poslovanja u industrijskom društvu u kojemu oglašavanje postaje nezaobilaznim dijelom i pokretačem tržišnih odnosa.This paper presents the role of Eugen Viktor Feller, a pharmacist and factory owner, with an emphasis on his marketing strategy in advertising his pharmacy specialty Elsa. Various types of contemporary press and advertising leaflets and packaging were used as a starting point for analysis. The abundance of the collected material provided an insight into Feller’s communication strategy of the approach to consumers, comparing advertising in different media and time spans. Following the appearance and elaboration of visual communication phenomena as part of family interest, approaches and advances in the development of advertising in the projects of Feller’s sons Miroslav and Ferdinand were presented. Upgrading to the father’s positive marketing experience they begin a more contemplative advertising campaign. Ferdinand Feller introduces the concept of collective pharmaceutical propaganda into pharmaceutical marketing, while Miroslav Feller becomes one of the leaders in the development of institutionalization and professionalization of commercial graphic design. Thus, marketing development was demonstrated through marketing approaches and innovative ideas of the three members of Feller family, illustrating the shift in approaches that marked the beginning of a different management within an industrial society, where advertising became an indispensable part and a promoter of market relationships

400-Years Old Document of Saint Mary’ Pharmacy

Podaci o prvim ljekarnama na području Hrvatske sežu u 13. i 14. stoljeće. Prema sačuvanim dokumentima ljekarna sv. Marije, utemeljena na zagrebačkom Kaptolu, druga je po starosti na području grada. Premda postoje pretpostavke o njezinu starijem postanku, najstariji sačuvani podaci potječu tek s kraja 16. stoljeća. U povodu 400. obljetnice dokumenta kojim je Prvostolnom kaptolu podijeljeno pravo otvaranja ljekarne (1566), prezentirana je njezina kronologija od osnutka do polovine 20.stoljeća. Predočene su lokacije na kojima je ljekarna sv. Marije bila smještena (Opatovina, Trg bana Jelačića, Dolac), kao i slijed njezinih vlasnika.Data on the first pharmacies in Croatia go as far as 13 and 14 centuries. According to the preserved documents of St Mary’s pharmacy, founded on Kaptol it is the second oldest pharmacy in the town. Although there are certain assumptions on its older foundation, the eldest preserved data originate only from the end of 16th century. On the occasion of 400 anniversary of the document by which Kaptol was awarded right to open pharmacies (1566) its chronolgy was presented from the foundation until the middle of 20 century. Locations were St. Mary’s pharmacy was located have been presented (Opatovina, Trg, bana JelaËiÊa, Dolac) as well as the sequence of its owners

Defying Time: Gayer’s Pharmacy Crvenom križu Active Since 1903

U nizu ljekarna koje su početkom 20. stoljeća otvorene u Zagrebu posebno mjesto pripada ljekarni Crvenom križu Ladislava Gayera (1867.-1939.). Ljekarna postoji u kontinuitetu od 1903. godine već više od stoljeća i još uvijek je jedna od najreprezentativnijih te najočuvanijih na području grada Zagreba. Na temelju arhivske građe i podataka iz onovremenog tiska rekonstruiran je slijed događaja vezanih uz njezine lokacije, izgradnju, vlasništvo i kontinuitet rada. Istaknuta je nužnost njezine zaštite kao jedinstvenog spomenika farmaceutske i arhitektonske baštine.Among many pharmacies opened in Zagreb at the beginning of the 20th century, the Crvenom križu (Red Cross) pharmacy, with its owner Ladislav Gayer (1867-1939), holds a very special place. The pharmacy has been continuously active for more than a century (since 1903), and it is still one of the most representative and best preserved pharmacies in Zagreb. The course of events related to its location, construction, ownership and work continuity has been reconstructed based on archival sources and newspapers of that time. This paper emphasises the necessity of its protection as a unique historical monument of pharmaceutical and architectural heritage

The Railway Station Pharmacy in Zagreb – On the Threshold of a New Age

U ovom radu rekonstruiran je kontinuitet djelovanja Kolodvorske ljekarne oslanjanjem na izvorne dokumente i rukopise pohranjene najvećim dijelom u pismohrani Odsjeka za povijest medicinskih znanosti HAZU. Iznesen je slijed vlasnikâ/zakupnikâ ljekarne te su identificirane lokacije, današnji smještaj, uređenje te razina zaštite negdašnje Kolodvorske, a danas Gradske ljekarne smještene na Tomislavovu trg 13 u Zagrebu. U godini kada se proslavlja 130 godina od utemeljenja Farmaceutsko-biokemijskoga fakulteta, obilježava se i 130. godišnjica rođenja Stanislava Ilakovca, prvog vlasnika Kolodvorske ljekarne, te 70. obljetnica smrti dvojice njezinih istaknutih vlasnika Stanislava Ilakovca i Ivana Vranića. Za dvije godine ova će ljekarna proslaviti 90 godina svog kontinuiteta – dobra prigoda da se njezina povijest zabilježi, a dokumentacija i preostali sačuvani inventar popiše i sačuva.We have reconstructed the continuity of the Railway Station Pharmacy using the archival sources from the Division for the History of Medical Sciences of the Croatian Academy of Sciences and Arts. In this paper, we have presented the chronology of its ownership, its locations in the past, its recent position at Tomislavov trg 13 in Zagreb and its preservation level. In the year in which we celebrate the 130th anniversary of the Faculty of Pharmacy and Biochemistry and the anniversary of Stanislav Ilakovac’s birth, we also mark the 70th anniversary of death of the Pharmacy’s two prominent owners (Stanislav Ilakovac and Ivan Vranić). In two years, this pharmacy will celebrate its 90th anniversary - a good opportunity to record its history, and to preserve and record its remaining documents and inventory

Medieval Roots and Chronology: On the Occasion of the 650th Anniversary of Zagreb’s Upper Town Pharmacy

Prema arhivskoj dokumentaciji i sekundarnim izvorima, gornjogradsku ljekarnu ubrajamo u najstariju ljekarnu grada Zagreba. Njezini se početci dovode u svezu s dokumentom, u kojem se prvi put spominje ljekarnička profesija, u parnici između apotekara Jacobusa i jednog krznara, 6. ožujka 1355. godine. U povodu 650. obljetnice tog dokumenta, kojim se obilježava prvi spomen rada najstarije zagrebačke ljekarne (Apotheca Civitatensis ad Aquillam Nigram) u ovom smo radu prezentirale kronologiju njezinih vlasnika, za razdoblje 14.-20. stoljeća, te izvršile identifi kaciju njezinih lokacija. Ljekarna i danas posluje u prostoru prvobitno adaptiranom upravo za ovu funkciju te se ubraja u jednu od znamenitih zagrebačkih kulturnih i turističkih atrakcija. U radu je posebno istaknuta potreba ozbiljnijeg pristupa njezinoj zaštiti te jačanja svijesti javnosti o povijesti i značenju ljekarništva kao zapostavljenog dijela cjelokupne nacionalne baštine.According to archival and secondary sources, the Upper Town pharmacy is the oldest pharmacy in the city of Zagreb. The beginnings of its work are historically related to the document of 6th March 1355, which for the fi rst time mentions the profession of a pharmacist, i.e. a lawsuit between the apotecarius Jakmo (Jacobus) and a furrier. On the occasion of the 650th anniversary of this document, which marks the beginning of work of Zagreb’s oldest pharmacy, i.e. Apotheca Civitatensis ad Aquillam Nigram, we present its history, chronology of ownership, and locations throughout the past. The pharmacy is still situated in the historical Upper Town, and is one of Zagreb’s most valuable cultural and tourist attractions. This paper emphasises the importance of its conservation and maintenance, as well as the importance of raising the public awareness of the history and signifi cance of pharmacy as a neglected part of the overall national heritage

Saint Trinity Pharmacy: Lost Glamour of Art Nouveau in Zagreb

Ovim radom temeljenim na do sada neobjavljenim arhivskim izvorima nastavljamo istraživanja historiografi je ljekarništva, rekonstruirajući kronologiju vlasništva i lokacija zagrebačke ljekarne K Sv. Trojstvu. Prvi put smo identifi cirale nepoznate lokacije ove ljekarne u Mesničkoj 4 i Ilici 42. Posebnu pozornost posvetile smo arhitekturi i stilu gradnje nove zgrade ljekarne izgrađene 1899. u Ilici 43. Njezin projekt izradio je tada mladi arhitekt Vjekoslav Bastl (1872-1947), u vrijeme rada u atelijeru vodećih zagrebačkih arhitekata Lea Hönigsberga i Julija Deutscha. Ljekarna se ubraja u njegova najranija ostvarenja, a u povijesti arhitekture opisana je kao “ishodište zagrebačkog modernizma”. Budući da ova zgrada još postoji, a dio njezina prizemlja i danas je u izvornoj funkciji ljekarne, prikazale smo i ključna odstupanja od prvobitne izvedbe pročelja zgrade te istaknule nužnost njezina očuvanja kao dragocjene sastavnice hrvatske kulturne i ljekarničke baštine.We have based this research primarily on archival sources aiming to reconstruct the chronology of ownership of the Saint Trinity pharmacy in Zagreb, as well as to identify its various locations in the past. We have identifi ed its locations at Mesnička 4 and Ilica 42 which had been unknown so far. Special attention was paid to the Art Nouveau style and the façade decoration of the new pharmacy building constructed at Ilica 43 in 1899. The building was designed by a young architect Vjekoslav Bastl (1872-1947), who at the time worked in the atelier of the leading Zagreb architects Leo Hönigsberg and Julio Deutsch. In the history of the Croatian architecture, this building is described as an early example of modernism in Zagreb. As the building still exists, and a part of its ground fl oor is still used as a pharmacy, we showed the major changes in its original design, and pointed out the necessity of its preservation as a valuable part of the Croatian cultural and pharmaceutical heritage

TVORNICA RAVE U OZRAČJU POČETAKA KEMIJSKO-FARMACEUTSKE PROIZVODNJE NA PODRUČJU HRVATSKE

U radu je prikazan razvoj i poslovanje kemijsko-farmaceutske tvornice Rave d.d. osnovane 1922. u Zagrebu. Na temelju arhivske i građevinske dokumentacije, stručnih i dnevnih glasila te promotivnog materijala rekonstruiran je smještaj tvorničkog kompleksa u zagrebačkoj industrijskoj zoni, prezentirane su njezine marketinške strategije i utjecaj na razvoj domaće proizvodnje lijekova i higijensko-sanitarnih potrepština. Kao važan motiv svoga poslovanja tvornica je isticala osamostaljivanje Rave kao domaće industrije od tada dominirajuće strane industrije, nacionalna obilježja svoga poslovanja te promicanje suradnje s mladom domaćom industrijom. U skladu s tim Rave d.d. sudjeluje u izgradnji i razvoju domaće farmaceutske proizvodnje i doma- ćeg tržišta, poticanju razvoja suvremene industrije i borbi za povoljnije uvjete svoga poslovanja. Njezina je do sada neistražena povijest značajan segment početaka farmaceutske proizvodnje, ali istodobno i prilog poznavanju početaka poduzetništva na našim prostorima kao nezaobilaznog elementa u podizanju svijesti o nacionalnoj proizvodnji, razvoju i identitetu.The paper presents the development and business of the chemical-pharmaceutical factory Rave PLC, founded in Zagreb in 1922. Based on archival and building documentation, professional and daily newspapers, and promotional material, the formation of the factory complex in the Zagreb industrial zone was reconstructed, its marketing strategy and its impact on the development of domestic drug production and hygiene and sanitary necessities were presented. As an important motive for its operations, the factory emphasized industrial independence, the national features of its business and the promotion of cooperation with young domestic industry. In accordance with the above-mentioned text, Rave PLC participates in the construction and development of domestic pharmaceutical production and market, encouraging the development of modern industry and struggle for more favourable conditions of its business. Its unprecedented history is an important segment of our pharmaceutical past, but also an indispensable element of knowing the industrial development of the wider region. This segment of the beginnings of pharmaceutical manufacturing is essential in knowing the origins of entrepreneurship in our region as a significant element in raising awareness of national production, development and identity