The hardcover version of my "Crystal" book, the second in the "Sister Pick Me Up" series.
Robin Juan: Hi Nicholas, thanks for letting me interview you. Not only are you an artist but you founded a small publishing house, Gottlund Verlag, in Kutztown, PA during 2007. Can you give us some background on yourself as an artist and how you feel each practice informs the other? And do you feel like Gottlund Verlag is an extension of your artistic practice or the other way around?
Nicholas Gottlund: My pleasure. While I was in school I was doing a lot of printmaking and had a summer job making book boxes for the library’s rare/artist book collection. This lead to an interest in multiples and editioned works which I still explore on a daily basis in making books for the publishing house.
When I started printing and publishing books, I also moved towards photography within my own practice. This opened things up a lot and allowed me to use the real world in a way that I hadn’t previously. What I mean is that the combination of photographic image and the book format made it possible to develop and kind of subvert a new narrative structure. I’ve been working in this way since.
Gottlund Verlag is a way to collaborate with artists I admire. It informs my own practice, but is hard to define or separate from it as well. I spend my days going back and forth between book and personal work, day and night.
RJ: What did you envision for Gottlund Verlag when you first started, and how did it all come about?
NG: I wanted to be able to make books with artists, but in a very hands-on way. I knew that I wanted to produce books entirely in house, from the editing and layout to the printing and binding. All the decisions are made between the artist and myself. It keeps things simple and we have more control over the final result.
Things so far are going pretty much as I had hoped. I’ve always known more of what I didn’t want Gottlund Verlag to be. I’ve allowed myself to have more fun and expand into multiples that are a little more far out, like doing a series of photo-blankets with Peter Sutherland.
It all came about by deciding to move back to my hometown. I spent a year building the studio and living outdoors. I did some printing for money and then moved into publishing. I come from a family of printers, so it seemed oddly natural and easy to get into.
Untitled (Mt. Storm, WV), 2011. This photo plays a central role in the Crystal book.
RJ: How many books and editions have you released thus far?
NG: Around 20 including what I’m working on currently.
RJ: You recently expanded to a second space in Baltimore. How are you adapting to having a much more public presence in a city? And in what capacity does Kutztown influence you?
NG: Haha, well the Baltimore location is technically more public, but doesn’t feel that way because its Baltimore. It’s nice though, people can stop by and see what’s new or hang out and look at books. I keep my own book collection in the work space for when I need a break or a reference.
Kutztown is such a nice place to escape to. It really is an escape. I’m much more relaxed when I’m there and working becomes fluid and easy. That sounds so funny, but it’s true.
I've been experimenting lately with using book cloth backwards for boxes and hardcovers.
RJ: What projects are you working on right now with your own work and Gottlund Verlag?
NG: Gottlund Verlag is doing a special edition of photograms by Jason Fulford and 4 book series of Ed Panar’s high school photos to be released over the course of the school year. We’ll have these both at this coming NY Art Book Fair.
I’m working on the first large book of my own work titled Possession and a series of large (30×40) monochrome c-prints called Baker’s Dozen. I’ve also been doing a booklet series, Sister Pick Me Up that act as sketches for my Possession book.
RJ: During a time when the general consensus seems to be that print is dying, do you think there will be a continued market for art books?
NG: Yes. I think as long as there is a market for art, there will be a market for art books. I don’t see a difference in the two, at least in the kind of art books we’re talking about.
RJ: Do you consider the books you publish to be “artist” books then?
One of nearly 90 5 x 7 in. photograms that Jason Fulford recently sent to the studio. We are working on a special edition of these.
NG: I do. Because ultimately a book I publish isn’t so much a “Gottlund” book as much as it is the artist’s book. The artist has the control. My eye and hand is certainly in each edition, but the goal is to have the artist’s original vision be articulated as clearly as possible. Because these books are more closely related to the art world than the book world, I’m not so worried about the “death of print.”
RJ: How do you choose artists to work with?
NG: Because I make small editions and it’s just me making the call, I can do books with artists that may be less well known. There is a freedom in that and it allows me to just look at the work and decide how it will function in book form and how strong the ideas are. There is no formula as to how a project comes about though.
Another of Jason's photograms. Each clamshell box in the edition of 20 will hold 4 prints.
RJ: What are you reading right now?
NG: I just finished Thomas Pynchon’s Inherent Vice. Highly recommended.
Nicholas Gottlund