Sincerely, Valentines – From Postcards to Greetings Cards

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Exhibition installation view, Photograph: Julie Howden, Courtesy V&A Dundee


2 July 2022 – 14 May 2023

Michelin Design Gallery, V&A Dundee

Founded in 1825 in Dundee, the family firm Valentines was once Scotland’s most successful commercial photographers. Best known for popularising the picture postcard, in the early twentieth century Valentines capitalised on developments in photography, printing and tourism to create a fascinating body of work and a vibrant industry in Dundee, quickly becoming one of the city’s largest employers.

Developed in collaboration with the University of St Andrews, Sincerely, Valentines - From Postcards to Greetings Cards is a partnership between Panel and V&A Dundee that uncovers the story of Valentines, bringing together the disciplines of photography, illustration and print design.

The exhibition features original artwork and greetings cards alongside printing plates, historic postcards, promotional company magazines and booklets from the James Valentine Photographic Collection, a unique archive held at University of St Andrews Libraries and Museums.

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Exhibition installation view, Photograph: Julie Howden, Courtesy V&A Dundee


Central to the exhibition is a new commission by designer Maeve Redmond who has created a series of oversized postcards in response to the vast Valentines archive print collection, and a short film by Rob Kennedy focusing on the stories and experiences of those who worked for Valentines, highlighting the important contribution Valentines made to Dundee’s social, cultural and industrial heritage.

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All photographs: Julie Howden, Courtesy V&A Dundee


Co-curated by Panel in collaboration with V&A Dundee and the University of St Andrews with support from The Alexander Moncur Trust, The People’s Postcode Lottery, and The William S Phillips Fund.