FORDLÂNDIA by Scott Chandler documents the financial failure that was Fordlândia, a small Brazilian Amazon town established by Ford Motor Company in 1928.
For the company it was to act as basic housing and support for a rubber plantation. For Henry Ford it was an opportunity to recreate an idea of America his career had made antiquated; the small, rural town like his childhood home.
In Fordlândia his demands included the building of a schoolhouse, a factory, a film theatre and golf course. Roads were paved, sidewalks installed, and red fire hydrants imported from Detroit. Brazilian employees ate American food and followed American customs, including prohibition. Before long, the workers revolted and the rubber crops failed. Fordlândia was a financial failure, and immediately after Henry Ford’s death the land was sold back to Brazil and his utopia was abandoned.
Scott Chandler is a Toronto-born, Montreal-based photographer. Fordlândia has recently been exhibited at Centre d’Art Contemporani in Barcelona and Galerie Les Territoires in Montréal.
The exhibition Opening on November 10 and will run through until January. Visit the exhibition on the 10th Floor of the EV Building (1515 Saint Catherine Street W.)
Listen to Post Image Cluster members Jessica Auer & Jinyoung Kim discuss Chandler’s work.
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Text by Scott Chandler