Perroy c.1945;Unsigned (Martin Peikert?);50″ x 35″;A-, Japan paper
Last week we settled in with the peppy wit and graciousness of the designs of French champagne and cognac promotions. This week we’re on a grand tour of the Continent looking for something a bit different from that.
Swiss craftsmanship can be as driven and divine as that emanating from France; and the casual elegance of this wine attraction well attests to that situation. But whereas the promotions shown last week tend to be exclusively about the homeland (outsiders paying homage as pilgrims), here the striking (this being Switzerland, having nothing to do with strikes) farm laborer–perhaps the owner’s daughter preparing to take over the business–looks straight at the whole world (and finds it to be bountifully satisfying). All the lithographic technique and design artistry is about exporting the good life as understood in the mid-twentieth century.
Racsor c1930;Anonymous;12″ x 10″;A-, P
Dark and sexy energies abound in the Iberian peninsula, home of flamenco and fado. But a kind of cosmopolitan opportunism leads to graphic interceptions pushing a subversive world beat. The stimulant at issue here is framed as very professional–with a surprising kick you’ll love!
Fabrica de Licors Enric Llado c.1930;Torres Fuster; 19 1/4″ x 13 1/2″
Not every Spanish girl regards herself as Carmen; but nearly every Spanish girl is looking for a way to kick over the traces. This compendium of firewaters offers itself as an indispensable answer to the ills of the world.
Ricardo Aparicio Vinos c1910;Gaspar Camps;19″ x 15″;A-, P
The design strategy of this fine wines promotion heavily invests in the floral splendor of the Spanish countryside. More domesticated imbibing, it cleverly maintains, need not be routine.
Licor Sant Jordi c.1935;Anonymous’43” x 31″;B+,L
This warm-blooded optical pop embraces bullfight violence and legend as an additive to the conceit of becoming a St. George slaying the dragons of the world-wide perversity, by virtue of a beverage that offers itself as being stimulating to the level of a weapon of mass destruction. A macho drink, to be sure, cleverly finding, in religious tradition, cover from detractors.
A Guinness a Day c. 1938;Anonymous;60” x 39 ½”;B+, L
This is about as far from a French beverage design as you can get. It’s pseudo-medical motif displays an instance of one-a-day discipline while winking back to those grinning pub blokes that it is in fact one night’s ration. An elegant English-traditional attraction with a dark side for those needing more adventure.
Bardi 1950;Gino Boccasile ;52″ X 38″; B, L
Italy is more than just a short Mediterranean hop away from Spain. It shares that very un-French grittiness which spells a sensual candor very unlike Gallic self-conscious sexiness. Showing us the bottles she hasn’t emptied, our happy-go-lucky fun-seeker invites us to remember how much fun life can be.
Liquori Filippi c1950;Mar Silla;13″ X 10″; A, Maquette (original drawing)
The sterling original art work here (the model for a lithograph) gives us the add-on of an invitation to enjoy a display of edifying optical fireworks. The tiny, lady-like glass perfectly enhances the allure of chic and gracious depth.
St Germain Delice de Sureau 2007;Anonymous;45” x 32”;A, P
This American-financed, 21st century French product (now based in tinctures of elderflower) gives us a Belle Epoque vignette. Though de rigueur self-absorbed Parisian power is maintained, the photographic design medium opens the process to the trendy world in general. You’ve had a hard day, and you deserve recovering your inner kick-ass!