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Bernard of Hollywood
Bernard of Hollywood | Despite obscurity and lack of funds, Bruno Bernard set up his first darkroom in the basement of his Hollywood apartment in 1940. Shortly thereafter, he moved his studio to the famous Sunset Strip. "No one knew the name Bernard, but they all knew Hollywood," and hence was created the optical trademark signature, Bernard of Hollywood, that ensured visually for decades the image of glamour. Each week he featured a different 30"x40" portrait of a star under his neon-lit signature. During the following years he became the only photographer of his era who simultaneously opened studios in the idyllic oasis of Palm Springs, amidst Laguna Beach's affluent community, and infamous Las Vegas, where he ran the ultimate portrait salon in the glamorous penthouse of the Riviera Hotel.
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