The Netherlands: Abstracts for Industry


Alexander Orlow, 48, managing director of Holland's Turmac Tobacco Co., has put his love for abstract art to industrial use. "However complicated the operation of a machine may look," he says, "it soon becomes a monotonous routine to a factory worker." Like many another industrial leader, Orlow (pronounced Orlov) figured that boredom was reflected in production figures, so he commissioned 13 painters to produce art for his plant.

He hung their works from overhead ducts and rafters throughout Turmac's cigarette-making factory in Zevenaar, on the Dutch-German border. The first paintings...

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