May 23, 2019 - Sale 2510

Sale 2510 - Lot 47

Estimate: $ 4,000 - $ 6,000
50x35 1/2 inches, 127x90 1/4 cm. Orell Füssli, Zurich.
Condition B+: loss in lower left corner; small tears and minor losses at edges; minor staining and faint foxing in upper image. Paper.
Photograph by Ernst Albrecht Heiniger (1909-1993). "Photography implies an honest representation. This poster appeals to the public not with emotional suggestions or promises, but with only essential information - what the product is and what it looks like, the quality of workmanship and materials dramatized by the sharpness of detail. The design attracts the eye by turning convention upside down: the shoes in the air, not on the ground; a hand inside them, not a foot. They are held up for our admiration. The diagonal arrangement implies that the image is the record of an emphatic gesture, and the sky-like background and carefully arranged lighting suggest the open air rather than the confines of a studio" (Hollis, 79). A remarkable "Object Style" Swiss advertising poster. Fotoplakate p. 64 (var), Swiss Graphic Design p. 79, Muller-Brockmann 148, Realismes 61.