The Art of Advocacy: Exploring Edvard Munch’s Freia Frieze in Oslo

Commissioned Art with Hidden Intentions

The 12 canvases of Edvard Munch's Freia frieze, originally commissioned in 1922 for the women’s canteen at the renowned Norwegian chocolate company Freia, present an intriguing narrative. The works feature harmonious scenes: fruit pickers’ arms reaching out, water pouring from watering cans, and couples strolling hand-in-hand along a beach.

However, as curator Ana María Bresciani explains in her exhibition 'Edvard Munch and the Chocolate Factory,' there is more to these seemingly idyllic images than meets the eye. The period when Munch was creating the frieze coincided with dramatic changes for workers’ rights across Europe. Norway’s women factory workers, often referred to as 'chocolate girls,' were just beginning to gain access to modern amenities such as bathing facilities and hygiene measures. Yet, Bresciani argues that their experiences did not align with the scenes depicted in Munch's paintings.

The disparity between Freia’s investments in public art and its treatment of workers was stark. The company’s founder, Johan Throne Holst, paid 80,000 Norwegian kroner for the frieze (equivalent to about 2.5 million kroner today), while the female workers received meager wages. This economic divide was not lost on critics. A newspaper report from Arbeiderbladet noted: 'While the workers are kept on starvation wages, large capital is invested in costly paintings, which in time could be sold at a large profit.' The frieze served as a backdrop to these conditions.

Strategic Public Art

Munch was keenly aware of his desire for public recognition and strategically pursued commissions. While the Freia frieze may have been intended to foster a sense of unity among workers, it also reflected Munch's ambitions as an artist seeking broader exposure.

The exhibition at Oslo’s Munch Museum highlights these complexities, offering visitors a nuanced view of both the art and its historical context. As the Freia frieze returns to Norway after over 100 years in obscurity, this exploration provides new insights into Munch's work and the social issues of his time.

Source: The Guardian