?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 800 - $ 1,200
LORA LAMM (1928- ) TUTTI IN ACQUA / LA RINASCENTE. 1955. 39x26 3/4 inches, 99x68 cm. Riboldi, Milan. Condition A-: minor tears and creases at edges; minor stains at left edge. Paper. Lamm is a Swiss Graphic artist born in Arosa in 1928. Like many notable Swiss designers, she moved to Milan to work for the renowned Studio Boggeri in 1953. After a few small projects for wrapping paper and chocolate wrappers, she was given the opportunity by fellow artist Max Huber to work in advertising and communications at the high-end La Rinascente department store, contributing to "catalogs, posters, advertisements, invitations, mailers, packaging and other publicity . . . Her pictorial designs, inspired by international magazines, are well-balanced, colorful, noticeable at a glance and generate a sense of wonder and excitement for the viewer. Her light and whimsical posters and ads were successful in appealing to a female audience, undoubtedly a goal for the department store" (http://www.thisisdisplay.org/features/design_pioneer_lora_lamm). This aesthetic is apparent in her poster advertising the store's swimwear season, showing an elegant and minimalist female figure, with just a hint of a pale wave cutting across the lower part of the poster. She does not need to illustrate any specific details of the bathing suit fashions or even the woman's face, to lure in her cosmopolitan female customers. Lamm eventually took over as the creative director of the graphics department, while simultaneously creating graphic work for clients such as Elizabeth Arden, Pirelli and Olivetti, famously mixing playful graphics, photography and typography.
