Apr 24 at 12:00 PM - Sale 2702 -

Sale 2702 - Lot 47

Estimate: $ 12,000 - $ 18,000

CHARLES LOUPOT (1892-1962)

VOISIN AUTOMOBILES. 1923.

47¼x30½ inches, 120x77½ cm. Devambez, Paris.
Condition B+: overpainting, replaced losses and repaired tears in margins; overpainting over creases and abrasions in image; slight foxing in image; red attenuated. Framed.

In 1923, Gabriel Voisin, the luxury car manufacturer, commissioned Loupot (who had just returned to Paris after years in Switzerland) to design a pair of posters promoting his automobiles. The results are two dramatically different images. This poster is minimalistic, with a small red car against what is essentially an all-white background. The second image is the exact opposite - a colorless car starkly highlighted against a vividly-drawn, verdant forest depicted in a Cezanne-esque style (See Swann sale 2449 Lot 97). The effect these two images had was such that R.L. Dupuy, the head of a prominent Parisian advertising agency at the time, remarked that the posters "dropped like two stones in the frog-pond of the advertising imagination" (Weill p. 207).

Crouse p. 54, Loupot 50, 1er Salon 52, Modern Poster 172, Reina Sofia p. 143.
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