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Estimate: $ 1,000 - $ 1,500
ALEX WALTER DIGGELMANN (1902-1987) ORANGE FRUTTA. 1948. 50 1/4x35 1/2 inches, 127 1/2x89 1/2 cm. Wolfsberg, Zurich. Condition B+ / B: extensive vertical creases and abrasions along sides of image; minor tears and abrasions at edges. Paper. Alex Diggelmann, a native of his much advertised Switzerland, had a style that varied depending on his inspiration, ranging from classical landscapes to Neue Sachlichkeit. In this dynamic advertisement for Orange Frutta, an orange flavored soft drink popular in the 1940s, Diggelman visually conveys the refreshing and bold flavor of the beverage through the most pared down, fundamental elements of the product: a bright, spiraling peel of an orange set against a stark black background. This image is a striking evolution from his poster for the same company two years prior, which utilized his talent for Neue Sachlichkeit in a scene where bees are drawn to a hyperrealistic glass of orange soda. In his busy career, Diggelmann also designed advertising posters for other prominent Swiss companies like PKZ and Kaffee Hag, however he may be best known for his many Swiss travel poster designs, the majority of them promoting winter sports and resorts.