HERBERT MATTER (1907-1984) EN ROUTE POUR LA SUISSE. 1935. 39 7/8x24 3/4 inches. Fretz Bros., Zurich. Condition B+: expertly restored losses and repaired tears in lower right margin, affecting text. Between 1928 and 1932 Matter lived in Paris, where he studied at l'Academie Moderne under Fernand Leger and Ozenfant, and then he worked as a photographer and typographer in the advertising firm of Deberny & Peignot. He also worked with Cassandre. In 1934, back in Switzerland, he revolutionized travel posters by using photomontage (of which he was one of the pioneers and early masters), sharp contrasts, close-ups and daring layouts. This poster is part of the extraordinary series of Swiss travel posters he made from 1934-36, all of which consisted of close-up images that seem to spring at the public, against a background of clever montages. They simply revolutionized both the concept of the travel poster and the nature of photographic advertising images. This particular image, the most famous of the series, was inspired by Cassandre, whom Matter admired; the perspective is the same as was used in Etoile du Nord and La Route Bleue. In fact, this image can be perceived as the photographic version of Cassandre's ideas, augmented by Matter's unique style and talent. In the English version of this poster, the text reads "All Roads Lead To Switzerland." Even in the absence of text, the message would be just as plainly understood. "Matter evokes the clear sky and white snow of Switzerland in a manner that emphatically asserts the modernity and sophistication of the country," (Word and Image p. 59). The poster also exists in English and German versions. Word and Image p. 74, Voyage p. 153 (var), 20th Century p. 175 (var), Modern Poster 179 (var), Swiss 281, l'Affiche 447 (var).
