HERBERT MATTER (1907-1984) PONTRESINA / ENGADIN. 1935.
40 1/4x25 inches, 102 1/4x63 1/2 cm. Conzett & Huber, Zurich.
Condition A-: small replaced losses at upper corners; minor creases and restoration at edges.
This poster is part of the extraordinary series of Swiss photomontage travel posters that Matter designed from 1934-36. These works consist of close-up images that seem to spring at the public, against cleverly manipulated montage backgrounds. The series was a revolution in both the concept of the travel poster and the nature of photographic advertising images in general. "Matter became the master of montage. His designs for posters were most often reproduced by photogravure, in not more than three colors. They were designed to allow for overprinting with slogans in other languages" (Swiss Graphic Design p. 86). "By the use of the low viewpoint and the up-to-date snow goggles, Matter's design transforms the single huge head into the heroic, tanned new man, the hero of the slopes. Not part of the snowy scene, the lone skier casts his shadow on the photograph of the mountain, and becomes an emblem, a reminder that the 'reality' of the image is artifice" (Swiss Graphic Design p. 88.) One of Matter's most recognizable images. Rare. Matter p. 103, Fotoplakate cover and p. 127, Sports d'Hiver p. 159, Modern Poster 180, Swiss Graphic Design p. 88, Margadant 285, The Poster 268, Avant Garde p. 174, MoMa 153.1968, Word & Image p. 75.