?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 4,000 - $ 6,000
CHARLES LOUPOT (1892-1962) QUINQUINA. 1954. 421/2x421/2 inches. Gaillard, Paris. Condition A-: creases in image; vertical and horizontal folds. Four sheets. As Zagrodski notes in his book, Loupot's work for St. Raphael "can be qualified as the work of his life". From 1937-1960, working hand in hand with Max Augier, the advertising director of St. Raphael, Loupot created a series of posters that relate a unique saga in the story of advertising. Beginning in 1937 with the poster that features the stylization of red- and white-clad waiters who were the company's mascot/logo, Loupot gradually moved towards creating more and more abstracted images. By mid-1950 the final stylizations of St. Raphael was on it's way. The colors and typography became so recognizable to the French public that Loupot could play endlessly with them, constantly changing the image, shape, and layout. The two waiters were no longer needed, and the stylized typography and signature red and black color scheme was all that was necessary to evoke the brand for the public. These four panels were ingeniously intended to be posted in any combination, they exist as strongly individually as they do together, representing the epitome of brand communication.
