"Girls Watering Flowers" Photo Credit: Edvard Munch, Public domain, via Wikimedia Commons
Artist Edvard Munch is probably best known for his painting, The Scream, but over the course of his career, he made over 1,700 other paintings, including a very special commission.
Freia, Norway's most recognized chocolate brand, was started by Johan Throne Holst in the late 1800's. The company quickly grew, likely in part due to its concern for employee well-being. Holst believed that art also contributed to quality of life and wanted works to be installed in the factory's women's cafeteria. In 1921, the head of Freia's workshop, Georg Dedichen, reached out to his childhood friend Edvard Munch to request the commission. The job included creating 12 paintings for the cafeteria in time to celebrate the company's 25th anniversary in 1923.
"Girls Harvesting Fruit"
Photo Credit: Edvard Munch, Public domain, via Wikimedia Commons
The artist drew inspiration for the pieces from his summer home in Åsgårdsstrand, and were painted in the preferred style of Munch, omitting detail in the scenes. Reception to the art was mixed at first, and some employees were bothered by the simplicity of the paintings. To keep the peace, Munch agreed to come back in and add background details to the works, such as chimneys and doors. The concession came with a requirement, however, that he was to have a car waiting for him at the end of the day. When one day the car did not show up, Edvard abruptly quit and never completed the details in the remaining paintings.
"Four Girls in Åsgårdstrand"
Photo Credit: Edvard Munch, Public domain, via Wikimedia Commons
A new Munch Museum exhibit will have the 12 paintings on loan from Freia for display. The themes of the exhibit include the role of public art in society, the history of the factory and cocoa production, labor movements, and women's rights over time. This is the first time these Munch works will be on display for the public and are significant in art history, since they were the first commissioned for a factory and more specifically for the women of that company. The exhibit runs from May – October 2026 before the paintings return to the permanent home back in the Freia dining hall.
Sources:
https://www.finestresullarte.info/en/exhibitions/norway-works-munch-painted-for-chocolate-factory-on-display-in-oslo
Edvard Munch and the Chocolate Factory – Munchmuseet
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