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Artist: Leonetto Cappiello Italian (1875-1942)

Item: RPR.01 and RPR.01a (two sizes)

Title: Contratto

Description: Condition A (both sizes)
Full size Original vintage poster,
backed on Linen, Imp. Devambez,
Les Nouvelles Affiches Cappiello,
Paris/Torino, 1922.
Ref: Cappiello/Rennert 366,
Cappiello/St. Vincent 4.45, Menegazzi-I 436.
Shipped rolled.
Terms of Sale

Originally purchased from the Contratto family.
They are absolutely genuine and original.

Medium
RPR.01 Size:

38 3/4 x 55 in /98.4 x 139.7 cm
Large
RPR.01a Size:

55 x 79 in /139.7 x 200.7 cm

Price: $ 3200.00 USD Medium (RPR.01)
Free shipping in North America

Price: $ 3800.00 USD Large (RPR.01a)
Free shipping in North America


Single sheet version (RPR.01) sold for $ 3850 US, Poster Auctions International, N.Y. Feb. 2011, Lot 301.

Two sheet version (RPR.01a) sold for $ 6325 US, Poster Auctions International, N.Y. May 2008, Lot 231.


"I am extremely pleased to offer this gorgeous full size original Cappiello in two sizes. The pure simplicity of the design and the wonderful execution by the master Cappiello, creates certainly one of Cappiello's best designs,
if not his very best"
Greg Yaneff

“Surely one of the most spectacular of all Cappiello designs, this image elevates the Contratto champagne to an entirely new level, with the froth cascading temptingly over the rim of the glowing glass” (Cappiello/Rennert, p. 232)


Cappiello in his studio, in 1902

The Cappiello poster, prepared so quickly in such an offhand way, made a provocative splash on the billboards that no passer-by could resist. Instinctively, Cappiello hit on the right formula: create an eye-catching character and make a bold, loud statement-and everything else becomes immaterial. It brought him immediate further offers from various advertisers, and made him aware of the enormous power of effective communication: he found the field in which he would labor the rest of his life. His technique evolved fundamentally from that of British posterists like Hassal, Hardy and the Beggarstaff Brothers, who used simple drawings and flat colors-only Cappiello added dynamic zest and dramatic impact they had never dreamed of. The designs, for the first few attempts, are firmly rooted in his caricature style; but gradually, he frees his imagination and begins to develop a poster language even more compelling.

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