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Aerobleu Poster Box.

Together with; Pilot's Journal, Martini Diaries, and Observations from the Bar.

Published: San Francisco: Chronicle Books, 1997

Stock code: 66680

Price: £225

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This item is on show at 100 Fulham Road (map)

“Throughout jazz history there have been nightclubs where music and the atmosphere live on to become legendary, like Minton’s in Harlem or Lincoln Gardens in Chicago. In Paris in the late 1940s, it was Aerobleu – notorious for its all-night jam sessions and enigmatic owner Max Morgan …” Or not. Aerobleu was in fact “a unique marketing, storytelling and entertainment experiment” developed by “award-winning creative visionary” Brooks Branch in the late 90’s (Creative Branding Group, retrieved 28/03/2013). The original launch featured a CD of legendary artists who had performed at Aerobleu, compiled and edited by Lees; a portfolio of posters for the legendary appearances of such legends as Miles and Dizzy; the journal of the legendary bar-keep Leslie Ann Nash, and a note-book of her legendary Martini recipes with notes on and quotes from the legendary clientele of the bar; and the legendary lost diary of the legendary owner Max Morgan. Many – unobservant – people were seduced by this “simulacrum with no original” (McMullen, “Identity for Sale”, in Big Ears; Listening for Gender in Jazz Studies, p143), including restaurateur Steve Schussler, the mind behind The Rainforest Cafe, and Hot Dog Hall of Fame; “Seeing an Aerobleu poster in a record shop, he was inspired to create themed restaurants around a recreation of the nightclub. In true Baudrillardian fashion, he seemed even more excited when he found out that the club was faked, and his simulacrum would be based on a pure simulacrum”. Unlike Max Morgan’s DC-3, Schussler’s idea never got off the ground. As Branch’s CBG ‘site describes it “a truly striking case study”.

382 304 mm hinged aluminium “flight case” with trunk-clasp and colour logo on the lid. Contents: textured card folder containing 8 colour pastiche poster designs, liner text by music historian Gene Lees; Observations form the Bar, Paris 1947-1950, octavo waxed canvas-textured wallet-style post binder with stud fastening; Cocktail Diaries, textured card post binder in aluminium slip case with colour logo to the upper side; and Pilot’s Journal, canvas-textured paper-backed rough paper covered boards, in aluminium slip-case with coloured logo to upper side; double-fold colour marketing/price list. A little rubbed, but overall very good.

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