Leonetto Cappiello - Contratto - 1980s

Artist: Leonetto Cappiello Title: Contract Year: around 1880 Origin: Italy Note on the right: Les Nouvelles Affiches Cappiello, Turin Note on the left: Printed in Italy - Reproduction prohibited by law Artist's signature incised in the plate and placed in the lower left Format: 98 x 69 cm Second edition Advertising poster printed in offset lithography The poster "Contract" by Leonetto Cappiello is of great value and beauty and was commissioned by the historic winemaking company Contratto of Canelli (Asti). This advertising poster, conceived and realized by Leonetto Cappiello in 1922, in its first edition, represents a fundamental turning point in modern advertising graphics and in the Art Deco style. Indeed, drawing on his creativity and artistic skill, Cappiello innovated the visual advertising representation of the era by do away with long descriptive texts in favor of moving images, with remarkable color contrasts and dark backgrounds that captured the audience’s attention. The work shows a delicate and ethereal female figure wrapped in a light orange dress that evokes the perlage, lightness, and effervescence of bubbles. An enormous goblet overflowing with sparkling wine, raised cheerfully by a young woman, conveys a celebratory, joyful, and elegant communication image. The subject is set against a black background so that it stands out clearly and visibly. Cappiello designed an association between the product and an imaginary character in order to create a strong visual identity, making the name Contratto immediately extraordinary, recognizable, and memorable. The printing technique of offset lithography enhances the brilliance and the pastel effect of the colors and makes them tactile. Indeed, it gives color solidity and density and a sense of “materiality” to the work itself. The medium size of this poster is perfect as it fully enhances its appeal. A work of great taste and perfect as a decorative furnishing element. Format: 98 x 69 cm This poster is in excellent condition: A (Excellent condition. Fresh colors. Light signs of aging.) It will be shipped rolled in a cardboard tube with UPS or another express courier

Schätzpreis:€350

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