RECORD: Los Angeles Modern Auctions Sells an Ed Ruscha Print for More Than $200,000 in 2014

Los Angeles Modern Auctions (LAMA)

Editor’s note: With the arrival of the holidays, The Hot Bid shifts its focus to world auction records. 

What you see: Double Standard, a 1969 screenprint by Ed Ruscha. Los Angeles Modern Auctions (LAMA) set a record for a print by the artist in October 2014 when it sold for $206,250 against an estimate of $50,000 to $70,000.

Who is Ed Ruscha? Edward Joseph Ruscha IV is an Oklahoma-born artist who embraced California and became part of the Pop Art movement. He works in several media–printmaking is just one of them. He might be most famous for his paintings that showcase single words or phrases. He is 79.

Where does Double Standard fit in the pantheon of Ed Ruscha images? “The Standard series is one of his most iconic. Double Standard is a little tongue-in-cheek, as is a lot of his work,” says Peter Loughrey, founder of LAMA. “He infuses humor and irony into a lot of his work, along with pop art sensibilities.”

Is this a depiction of a real Standard gas station, or is it an invention of Ruscha? “I don’t think this is an actual representation. I think it’s a combination of things,” he says. “In 1961, Dennis Hopper took a picture of a station with two Standard signs, like this [print has]. Ruscha would certainly have been aware of that. It’s very similar to Ruscha’s imagery. I can only assume Ed used that as part of his process as well as the stations he saw on his Kerouac-like travels from Oklahoma to get to Los Angeles.”

The print is signed by Ed Ruscha and also Mason Williams. Who is Williams, and what was his contribution to Double Standard? Williams is a musician, writer, and comedian who worked on the Smothers Brothers Comedy Hour and Saturday Night Live. He’s a friend of Ruscha’s, who goes back to his Oklahoma days. “A lot of the humor and wry snarky sensibility had to do with Mason,” he says. “Mason’s ability to satirize a subject is fairly important to this. It was more conceptual. It was more about bringing to Ed’s attention that Standard was too serious, and Double Standard took some air out of it.”

What sort of condition is this Double Standard print in? “It’s in pristine condition, which is why it sold for so much,” he says. “I met an original owner who said they paid $180 for it. When you pay $180 for a print, you don’t go to dramatic lengths to frame it and preserve it and prevent archival issues in the future. The fact that these were not that expensive when new led a lot to be ultimately mishandled in ways that we can identify. It’s clear that this example was treated as a work of art from the beginning. The rarity of a survivor in this condition drove a lot of the interest.”

Double Standard was printed in an edition of 40. How often does it come up at auction? “Mine was the last one, in 2014. About 18 months before that, another sold for $182,500. Before that, one sold in 2008,” he says.

Why did this Double Standard do so well? Was it purely its exceptional condition? “The condition drove a lot of the aggression, but there are a lot of external factors that you can never really quantify,” Loughrey says. “Dennis Hopper came to one of my auctions and bought a piece on his birthday. He paid four or five times what was expected. I said, ‘I can’t believe you paid so much for it.’ Hopper said, ‘It doesn’t matter. It’s my birthday, and I want it.”

What was your role in the sale? “I was the auctioneer. It was very exciting,” he says. “The room was aware and burst into applause. They knew the record for his [print] work could be broken. The gasps and sighs of relief are expected and fun in the moment. The [winning] bidder was in the room. You could see determination from the bidder–‘This opportunity is not going to get away from me.’

How long did the auction of the lot last? “When you start at $50,000 and end at $206,000, it does take a while,” he says. “I don’t remember how long it took. I remember the person on the phone [the eventual underbidder] took time. I saw the anxiety on the face of the person in the room–‘Sell it already!’ It did take a while, but it was probably less than five minutes. That is an extremely long time on an auction block. I usually sell a lot every 45 seconds. Five minutes is an eternity when you’re up there.”

How long do you think this record will last? “If someone came along with another [Double Standard print] that’s as good, or a Standard print that’s as good–a Standard print with a bright red sky–it’s ready to fall. I have people who are interested [in both]. I wouldn’t be surprised if it goes over $250,000,” he says, adding, “Consider the perspective of the seller. He agreed to let me sell it for as little as $50,000. If the universe didn’t align, it could have sold as low as $50,000. He was a bit nervous, but he took a leap of faith. He knew the venue [LAMA] attracted Ed Ruscha people more than any other venue. This is an artist we focus on and specialize in.”

Do you think another print will come to market soon? “Believe me, I’m on it,” he says. “I’m conversing with original owners who’ve had it [a Double Standard print] since 1970. I’ve tried to cajole them, but they’re not interested in selling.”

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Los Angeles Modern Auctions (LAMA) is on Twitter and Instagram.

Text is copyright Sheila Gibson Stoodley. Image is courtesy of Los Angeles Modern Auctions.

Ed Ruscha maintains an online catalogue raisonné.

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SOLD! Warhol Sent Soup to the Doctor Who Saved His Life (Well, Prints of Campbell’s Cans). Christie’s Sold Each For Up To $37,500

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Update: All ten prints from the Campbell’s Soup II set that Warhol gave to Dr. Rossi sold in the Christie’s auction. Lots 1 through 4 (lot 4 is shown above) and lots 6 through 8 each sold for $37,500. Lot 5 sold for $35,000. Lots 9 and 10, which were more faded, sold for $16,250 and $23,750, respectively.

What you see: A screenprint from Campbell’s Soup II, a limited edition series of 250 that Andy Warhol created in 1969. Warhol also made 26 artist’s proofs–sets reserved for his own use–and marked each with a letter. This print is from the ‘B’ set and it is lot 4 in an upcoming Christie’s sale. The auction house estimates it and seven others from the complete ‘B’ set at $18,000 to $25,000; two more from the same group are estimated at $10,000 to $15,000.

Who was Andy Warhol? Born as Andrew Warhola in Pittsburgh, Pennsylvania, he is one of the most famous and influential artists of the 20th century. Like Picasso, he refused to confine himself to a single medium, taking on painting, printmaking, film,  photography, rock band management, and creating books and magazines. The scene that evolved around his Manhattan studio, which he dubbed The Factory, became famous in its own right. A 1968 exhibition program for his work contained the words, “In the future, everyone will be world-famous for 15 minutes,” a phrase that has become more prophetic over time. On June 3 of that year, Valerie Solanas, an outlier member of The Factory scene, attacked the artist at his studio, shooting him and a visiting art critic. Both survived, but Warhol nearly didn’t, having suffered injuries to several organs. Warhol lived for 19 more years, succumbing in 1987 in Manhattan after gallbladder surgery. He was 58.

Warhol created a lot of iconic images–the Mao portrait, the Brillo box, the Marilyn silkscreen–but his Campbell’s Soup can images might be the best-remembered of his works. Why? “It really gets back to the origin of Pop Art,” says Lindsay Griffith, specialist and head of sale for prints for Christie’s. “He played with the idea of what you already knew. You were so conditioned to see them [the soup cans] in a different context. You did not expect to see them in a gallery. He toggled back and forth between high and low constantly. He changed the nature of image production in the fine-art sense. It’s the purest expression of that.”

I was aware that Warhol had been shot in 1968, and I had seen the photos of him displaying his scar, but I had no idea how badly he was hurt. What happened? “He was actually declared clinically dead. Three bullets entered his chest and stomach. He lost a tremendous amount of blood,” she says. “Dr. Giuseppe Rossi was a chest and thoracic surgeon. He had handled quite a few gunshot victims because of what the neighborhood [of Columbus hospital, whose emergency room received Warhol,] was. He was talented with gunshot surgeries. Every account I have read shows, truly, he saved Warhol’s life. In reading his diaries, that’s how Warhol felt. The damage was incredibly extensive, and he was in pain for the rest of his life.”

It seems that Warhol could have done better with handling the bills that Dr. Rossi sent. The doctor wrote “Pay up you blowhard” on the outside of one of them. And a story that Christie’s wrote on the ten lots includes an image of a check Warhol wrote to the doctor for $1,000, which bounced (scroll down to see it). Did the artist send the Campbell’s Soup II set of prints as payment for his treatment? “Rossi also became Warhol’s doctor for the rest of his life. That bill [the one Dr. Rossi wrote his message on] is potentially related to that,” she says, describing an ongoing relationship between the artist and the family that included Warhol sending Christmas gifts and sitting for an interview with Dr. Rossi’s young son for his middle school newspaper. “A number of people received the prints as gifts. They were really a gift, a gesture of gratitude,” Griffith says, and adds that Warhol asked for Rossi when he entered the hospital in 1987, but the family was vacationing out of the country. Warhol died before they came back. Dr. Rossi died in 2016.

The family consigned the full set of 10 prints to Christie’s, but you are selling them individually. Why? “We felt that was how they would perform best commercially,” she says, explaining that the Rossis stored eight of the prints in a box under a bed and displayed two. If you compare lots 9 and 10 to lots 1 through 8, which stayed in the dark from 1968 to now (scroll down a little to see the 10 lots as a group), you’ll spot the difference that UV light can make. “We wanted to emphasize the condition of those eight. Their colors are in exceptionally wonderful condition.”

Do the estimates for the ten prints reflect the value of the story of Warhol and Dr. Rossi? “We priced them because they are wonderful objects. We did not take the provenance into account at all,” she says. “But provenance is always an interesting X-factor at auction.”

Why will these lots stick in your memory? “This is one of my favorite stories from the last few years of being here at Christie’s,” Griffith says. “Rossi is directly responsible for continuing a tremendous career in 20th century art. It’s a story we’re privileged to be a part of, and we encourage everyone to come and see the prints. They look absolutely amazing in our gallery. They’re meant to be looked at.”

How to bid: The set of Campbell’s Soup II prints given by Warhol to Dr. Rossi are lots 1 through 10 in the Prints and Multiples sale at Christie’s New York on October 24 and 25.

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Christie’s is on Twitter and Instagram. Christie’s also wrote a story about the lot that contains interviews with Dr. Rossi’s widow, Gemma, and his son, Roberto.

Text is copyright Sheila Gibson Stoodley. Image is courtesy of Christie’s / © 2017 The Andy Warhol Foundation for the Visual Arts, Inc. / Artists Rights Society (ARS), New York.

Would you like to hire Sheila Gibson Stoodley for writing or editing work? Click the word “Menu” at the upper right for contact details.