J. B. HEUKELEM (DATES UNKNOWN) KUNST IN DE RECLAME. 1919. 42 3/8x32 inches. Condition B: restored losses; repaired tears and creases in margins and image; horizontal folds. Top sheet of a 2-sheet poster. While Heukelem is virtually unknown today, he must have been a well respected graphic designer in 1919, as he was chosen to illustrate the cover of the prestigious magazine Wendigen (volume 2, number 5), the issue dedicated to art in advertising. Founded in 1918 by the architect H. T. Wijdeveld, Wendigen (Upheaval) was an important avant-garde magazine. Heukelem's cover is quasi-abstract with a concentric movement. It seems that in addition to the cover he also designed this small poster advertising the magazine, although the image here has no relationship to his cover art. Surrounded by a swirl of decorative elements, it is an allegorical scene of a man bowing to the arts, as the bell of advertising rings all around them. Extremely rare. Wendingen p. 82-83.
