A flame-haired Femme Fatale, dressed in black, launches this midnight-blue beast of an auto into the foggy night: a masterpiece! Exceptionally rare, this poster finds Loupot at the absolute apex of his transition period between Switzerland and France, between domestic traditionalism and aggressive Modernist experimentation. According to Loupot’s son, Jean-Marie, until this point Loupot was hired by printers; this was likely his first direct commission from the advertiser (alongside his wildly successful Philippossian Cigarettes, see PAI-LXX, 443). The typeface, with which he’d been experimenting with since at least the previous year (see “Plantol,” PAI-XXI, 270) now achieves a refined state of Deco precision. This poster appears to be the sole remnant of any flirtation the advertiser Charles Philippossian had with the auto industry. However, it’s clear that the brilliance of this piece served as Loupot’s introduction to an entirely new market, as a creator of the new Art Deco aesthetic. In the following years, he’d create superb work for Swiss Grand Prix autos and motorcycles; Austin Tractors; and Voisin Autos, before defining the industrial Art Deco aesthetic at the 1925 Expo, and with classics such as “Stop-Fire.” An important work by this artist. Exceptionally rare.
Salmson began as a manufacturer of water-cooled airplane engines. Consequently, the poster boasts that the car has the precision of these airplane motors. Their first automobiles appeared in 1921, and graduated from amusing cyclecars to sports cars, and from there to majestic luxury sedans like this one. In 1925, Salmson won 76 races and set 14 speed records for its class. Russian-born Kow created smart and sleek automobile print advertisements and posters. Here, he makes effective use of strong, flat colors, with the Salmon insignia shining above, as the blurry whir of a plane engine spins in the background.
Automobile Club de France/5me Salon. 1902. Privat Livemont.
39 1/8 x 51 1/8 in./99.3 x 130 cm
Personifying the 5th Paris Auto Show is a regal-looking Art Nouveau goddess, proudly sitting at the helm of the latest open-air automobile. According to the side panel, bicycles, boats, and hot air balloons were also on view.