May 10, 2012 - Sale 2278

Sale 2278 - Lot 61

Price Realized: $ 1,140
?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 1,000 - $ 1,500
49 3/4x35 1/4 inches, 126 1/2x89 1/2 cm. A. Marsens, Lausanne.
Condition B+: repaired tears, minor restored losses and restoration in margins, some slightly affecting image.
In the early days of commercial aviation when smoking was allowed on flights, some airlines had popular brands of cigarettes packaged with their own logo. Swissair went one step further and founded its own brand of cigarettes. Each pack contained a photograph of planes in flight, taken by Walter Mittelholzer. He was a pioneer of aviation, both as a pilot and aerial photographer, and became technical director of Swissair. That the poster has such photo-like qualities is clearly an allusion to the cards found within each packet.