Balkons en consoles 1767

Jean François de Neufforge made this print, “Balkons en consoles,” using engraving, a process deeply intertwined with commerce. Think about the labor involved. The engraver meticulously carves lines into a metal plate, a physically demanding task requiring immense skill. Ink is then applied, and the image transferred to paper, allowing for mass production. This is how architectural ideas circulated in the 18th century. Neufforge wasn't just an artist, but an entrepreneur, capitalizing on the burgeoning construction industry. His prints offered builders and patrons a menu of design options – Doric, Ionic, Corinthian – each style carrying its own social and cultural weight. The balconies aren't just functional; they are symbols of status, projecting power and taste onto the facades of buildings. This print embodies the shift towards a consumer culture, where architectural elements become commodities, bought and sold like any other product. By understanding the print's making, we see it not just as a design proposal, but as a document of its time, reflecting the values, ambitions, and economic forces shaping 18th-century society.