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Hans Hansen: Dismantled, sorted, photographed

A VW Golf made up of around 7,000 individual parts, avocados for Lufthansa, lenses for Nikon: Hans Hansen shaped the world of product photography for over six decades. The Museum für Kunst und Gewerbe in Hamburg is exhibiting around 220 of his photographs until 10 January 2027.

Photo: Henning Rogge
Photo: Henning Rogge

What wouldn’t you do for a good promotional photograph? Take dismantling a VW Golf, for example. Completely, into around 7,000 individual parts, with every little screw in its place. Hans Hansen did just that for Volkswagen in 1988, and the image remains one of his best-known works to this day. Until 1 November, the Museum für Kunst und Gewerbe Hamburg is dedicating a comprehensive retrospective to him, entitled ‘Foto: Hans Hansen’.

Hans Hansen (b. 1940), Untitled (VW Golf), for Volkswagen, 1988, owned by the Stiftung Hamburger Kunstsammlungen, MK&G, © Hans Hansen
Hans Hansen (b. 1940), Untitled (VW Golf), for Volkswagen, 1988, owned by the Stiftung Hamburger Kunstsammlungen, MK&G, © Hans Hansen

Around 220 photographs spanning over six decades are on display at Steintorplatz. Since the 1960s, Hansen has taken photographs for Lufthansa, Nikon, Volkswagen and the lighting manufacturer Erco. His approach has remained refreshingly consistent throughout: organising, breaking down, sorting, photographing. Hansen reduces things to their essence; light and shadow do the rest.


Photo: GERTI ALMA, Erfurt, (b. 1989) From a series on a production by the Hans Hansen Studio for Erco Museum für Kunst und Gewerbe Hamburg
Photo: GERTI ALMA, Erfurt, (b. 1989) From a series on a production by the Hans Hansen Studio for Erco Museum für Kunst und Gewerbe Hamburg
Photo: GERTI ALMA, Erfurt, (b. 1989) From a series on a production by the Hans Hansen Studio for Erco Museum für Kunst und Gewerbe Hamburg
Photo: GERTI ALMA, Erfurt, (b. 1989) From a series on a production by the Hans Hansen Studio for Erco Museum für Kunst und Gewerbe Hamburg
Photo: GERTI ALMA, Erfurt, (b. 1989) From a series on a production by the Hans Hansen Studio for Erco Museum für Kunst und Gewerbe Hamburg
Photo: GERTI ALMA, Erfurt, (b. 1989) From a series on a production by the Hans Hansen Studio for Erco Museum für Kunst und Gewerbe Hamburg

This theme runs throughout the exhibition. In 1973, he arranged avocados for a menu for Lufthansa, and in 1985, a composition of lenses for Nikon. In 1986, Kodak was given a blue-tiled room; in 1978, *Stern* featured a set of sports equipment completely taken apart; and in 2002, a close-up of a strawberry. As early as 1962, he created the photograph ‘Paadarin Jää’ for the Finnish designer Tapio Wirkkala, one of several designers with whom Hansen worked closely.

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The exhibition also offers a glimpse into the workshop: tools, sketches, correspondence and items from Hansen’s private collection. In his 2024 series ‘Analog’, the photographer turns his lens on his own tools of the trade; he has also created a brand-new series especially for Hamburg. The frame for this was built by product designer Axel Kufus.

Our tip for the journey home: take plenty of time to admire the dismantled Golf. It’s best to keep your own in one piece.

HANS HANSEN (born 1940), Untitled (Mercedes), for Daimler Benz, 1989, MK&G, © Hans Hansen
HANS HANSEN (born 1940), Untitled (Mercedes), for Daimler Benz, 1989, MK&G, © Hans Hansen

→ Click here to visit the exhibition ‘Photo: Hans Hansen’ at the MK&G

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