Auckland Museum Home

Sparrow Collection

Pictorial Collections 
Marketing the modern

Sparrow Industrial Pictures used modern styling in layout as well as subject, through clean lines, stark contrasts and abstract shapes. By treating buildings, beer vats, and factory interiors in the same manner as the new Scandinavian furniture they captured the look and feel of the time. The director and founder of Sparrow Industrial Pictures, the charismatic "Bill" Sparrow, contributed to the firm's success through his marketing and sales talents as well as his abilities with the camera, and was assisted by a number of talented staff photographers, such as Guy Kelsey, Barry McKay and Geoffrey Harcourt.

The collection is significant for documenting the development of industry and business during the 1940s and 1950s, with the range of clients including metal and engineering works, breweries, pottery manufacturers, oil companies and paper mills, showing new factory interiors and exteriors, and employees at work.

Advertising agencies also used the firm for magazine and publicity shots, such as their photographs of the latest in architecture and design in Home and Building magazine.

Click here to search for Sparrow works

click for record details
Click here for record details
click for record details

John Mallitte House, Muritai Road, Milford. This shot of the exterior of the Mallitte House, illuminated at night, is one of the many Sparrow images that appeared in Home and Building. The house was designed by the Group Architects, and featured in an article entitled "From a crowd to a game of darts", in November, 1955.

Click here for record details
Collection: Sparrow Industrial Pictures
ID Number: P8171
click for record details

There are several groups of negatives documenting the workers and products of Crown Lynn Potteries, taken for the parent company Amalgamated Brick and Pipe or Ceramco, or for the advertising agency J. Inglis Wright. The firm was very successful throughout the decades when S.I.P. was active, and the scale of their production can be seen in images such as this one, of women packing finished cups.

Click here for record details
Collection: Sparrow Industrial Pictures
ID Number: P5213
click for record details

1. These two images are from a selection of photographs taken for Dominion Breweries in 1946-7, and show the versatility of the Sparrow output. The vats are in the brew house at the Waitemata Brewery, Great South Road, Otahuhu.

Click here for record details
Collection: Sparrow Industrial Pictures
ID Number: P6690
click for record details

2. The marketing image of a tankard of beer with the silhouette of a man in a hat highlights the photographers' abilities with the most ordinary of products.

Click here for record details
Collection: Sparrow Industrial Pictures
ID Number: P6725
click for record details

Some of the images are useful not only for documenting the history of particular businesses, but also for preserving a record of the design and style of their premises, including window dressing, sign-writing, interiors and fittings, as demonstrated in this photograph of a Milne and Choyce department store window at night.

Click here for record details
Collection: Sparrow Industrial Pictures
ID Number: P8149

© 2004 Auckland Museum, Atlantech Ltd