?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 2,000 - $ 3,000
WALTER HERDEG (1908-1995) ST. MORITZ. Circa 1935 40 1/4x25 1/4 inches, 102x64 cm. Orell Füssli, Zurich. Condition B+: repaired tear through top margin into image; minor restoration in upper right margin. Herdeg worked for St. Moritz from 1932 to 1938. "Herdeg created a memorable campaign based on a delightful trademark of a brightly shining sun which, to his credit, is still used today. He proudly had it carved onto a ring that he always wears . . . 'My job,' he states, 'was to bring people to St. Moritz. I knew that if I did abstract designs most people would not understand and so would not be motivated. I had to create an atmosphere that gives one the desire to breathe fresh air, soak up warm sun and ski. So I knew I must have color. Today I would use color photography, but in those days it did not exist.' His decision to apply bright colors with an airbrush to his inventive photomontages was concurrent with Herbert Matter's now iconographic Swiss tourism posters" (Steven Heller, AIGA, 1987). In 1944 Walter Herdeg founded Graphis magazine. Skiing p. 97, Giroud 59.
