May 10, 2012 - Sale 2278

Sale 2278 - Lot 133

Estimate: $ 1,500 - $ 2,000
CHARLES LOUPOT (1892-1962) ST RAPHAËL. 1947.
62x45 3/4 inches, 157 1/2x116 cm. Affiches Gaillard, Paris.
Condition A / A-: horizontal folds; abrasions in image.
Loupot's work for St. Raphaël "can be qualified as the work of his life" (Zagrodski p. 93). From 1937-1960 Loupot worked hand in hand with Max Augier, the advertising director of St. Raphaël, creating a series of posters that tell of a unique saga in the story of advertising. Beginning with the poster that features the stylization of red- and white-clad waiters, Loupot gradually moved towards creating more and more abstracted images. Of historic note, between 1945 and 1952, poster publicity for aperitifs was forbidden in France. So, although this poster is dated 1947 (the year it was designed), it would not have been printed before 1952. Loupot / Zagrodski p. 93, Loupot 89.