Apr 24 at 12:00 PM - Sale 2702 -

Sale 2702 - Lot 11

Estimate: $ 10,000 - $ 15,000

SEPO (SEVERO POZZATI, 1895-1983)

PALAIS DE LA NOUVEAUTÉ. 1928.

46x63 inches, 116¾x160 cm. L'Affichage National Dufayel, Paris.
Condition B: repaired horizontal tear through lower image; replaced and overpainted losses in left margin into image; repaired tears, creases and overpainting at edges, in image and along vertical and horizontal folds. Framed.

Sepo designed a series of posters for this popular French department store. For the summer holidays in 1928, he took a rather avant-garde approach to advertising. Rather than illustrating models wearing the new fashions available for sale, he chose to symbolize the escape from the city to the country, the sea - wherever the bourgeoisie would go on their holidays by train. It is an exciting choice and an exciting image, realized in Machine Age majesty, of a cubistically-stylized engine speeding right out of the poster and crossing into the typography arrayed at the bottom. In the background, the hint of rolling hills or the ocean is suggested via airbrushed wavy lines. Capturing the thrill of traveling by train, this poster is both a clever use of the horizontal format and a very original way to advertise summer fashions. To help print and post posters of this size, Dorland used the services of Dufayel, one of France's largest outdoor advertising companies. Rare. Purchased at Swann in 2003, we could find no other copies at auction.

Crouse p. 137, Weill / Art Deco p. 182, Sepo-Universita di Parma, 1979 p. 157, Vendre, May 1931, p. 368.
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