?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 700 - $ 1,000
SEPO (SEVERO POZZATI, 1895-1983) MOTTA / MILANO. 1940. 38 1/4x23 1/2 inches, 97 1/4x59 3/4 cm. Luigi Cernuschi, Milan. Condition B+: repaired tears, restored losses and overpainting in margins and image. Having studied in Bologna, Sepo began his artistic career working for the publisher Maga, in his native Italy. He moved to France in 1920 and was hired by Vercasson, Maga's sister company in Paris and Cappiello's printer. Ultimately, he moved on to the French office of the Dorland Advertising Agency where he worked with their major clients while also receiving commissions from Italy. In 1934, Dino Villari, the art director for Motta, asked Sepo to design a poster for their emblematic panetone. Designed in 1934 (a date which appears on the poster after the artist's signature), this succulent image was a huge success and continued to be used on advertisements by the company in all different sizes long after the Second World War. Sepo 201, Weill 485, Poster Progress p. 79.
