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Leonetto Cappiello

  • Biscotines Union
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    LEONETTO CAPPIELLO

    Biscotines Union

    $1,350.00

    Year: ca. 1906

    Size: 39 x 53 3/4 inches

    Condition: B+/ Slight creases in background

    Here is a prime example of Cappiello's trademark use of exaggerated proportions: a ravenous baker eagerly takes the first bite of a Union Biscuit, supposedly wishing that the treat will never see an end. Judges must have felt similarly; the biscuits won two medals at the most recent World's Fairs in Milan and Liège.

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  • Campari. 1921.
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    LEONETTO CAPPIELLO

    Campari. 1921.

    $9,000.00

    Year: 1921

    Size: 77 3/8 x 107 in./196.5 x 271.8 cm

    Condition: A.

    "Campari comes in two versions, the red Bitter and the white Cordial; here is Cappiello's graphic solution to promoting separate yet equal cocktail refreshments" (Cappiello/Rennert, p.215). 

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  • Campari. 1921.
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    Leonetto Cappiello

    Campari. 1921.

    $5,000.00

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    78 x 108 in./198.1 x 274.3 cm
    Imp. Devambez, Paris

    “Campari comes in two versions, the red Bitter and the white Cordial; here’s Cappiello’s graphic solution to promoting separate yet equal cocktail refreshments” (Cappiello/Rennert, p. 215). This is a two-sheet poster.

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  • Charbon Chimique Rubaudo
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    LEONETTO CAPPIELLO

    Charbon Chimique Rubaudo

    $2,250.00

    Year: 1903

    Size: 38 7/8 x 52 1/8 inches

    Condition: A- / slight tears at edges

    An experiment in color: from "rubaudo," Cappiello sets the scene in nothing but tones of red and splashes of white, creating a vibrant, homey warmth that is radiant but not overpowering. The scene, though, is empowering: these charcoal briquettes are so easy to light, the lady of the house will do it herself—to the surprise of the attendant maid.

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  • Charbon Chimique Rubaudo
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    LEONETTO CAPPIELLO

    Charbon Chimique Rubaudo

    $2,200.00

    Year: 1903

    Size: 38 7/8 x 52 1/8 in./98.7 x 132.3 cm

    Condition: A- / slight tears at edges

    An experiment in color: from "rubaudo," Cappiello sets the scene in nothing but tones of red and splashes of white, creating a vibrant, homey warmth that is radiant but not overpowering. The scene, though, is empowering: these charcoal briquettes are so easy to light, the lady of the house will do it herself—to the surprise of the attendant maid.

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  • Chocolat Klaus. 1903.
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    Leonetto Cappiello

    Chocolat Klaus. 1903.

    $20,000.00

    79 x 149 in./200.6 x 378.5 cm
    Imp. P. Vercasson, Paris

    “It is with this poster... that Cappiello firmly established himself as the master of the modern poster—if not modern advertising itself. He begins to slowly distance himself from caricature, not only in preoccupation but also in its form. With a newfound flamboyance of style and imagination, the artist pursued the posterist’s goal with a clarity and purpose that was to set him apart from all his colleagues. With this poster, Cappiello declared a new freedom from the restrictions and limitations of the previous realist and idealized realist renderings” (Cappiello/Rennert, p. 66). This image of a green lady riding a red horse was so jarring to the public eye that few could forget it; therefore, the company chose to continue using it as its permanent logo from then on. This is a three-sheet poster.

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  • Cigarettes Bastos. 1913.
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    Leonetto Cappiello

    Cigarettes Bastos. 1913.

    $4,000.00

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    78 x 124 in./198.1 x 314.9 cm
    Imp. P. Vercasson, Paris

    “Bastos are the ‘clubs’ suite in a Spanish deck of cards, hence the symbol on the logo, as well as the mirror-image approach also associated with playing cards, albeit normally seen in a vertical alignment. The generic figurines don’t represent any specific country or culture per se, but their billowing white robes set against the geometric rug-like treatment of the club motif in the background, makes for a most striking image” (Cappiello/Rennert, p. 173). This is a five-sheet poster.

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  • Contratto (2 -Sheet)
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    LEONETTO CAPPIELLO

    Contratto (2 -Sheet)

    $4,800.00

    Year: 1922

    Size: 55 x 76 7/8

    Condition: A

    One of Cappiello's most instantly-recognizable designs, we are presented with a whimsically-dressed lady offering up an oversized glass of Contratto champagne. This is the larger, two-sheet version of the poster.

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  • Contratto. 1922.
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    Leonetto Cappiello

    Contratto. 1922.

    $5,500.00

    76 x 106 in./193 x 269.2 cm
    Imp. Devambez, Torino

    In one of Cappiello’s most instantly recognizable designs, we are presented with a whimsically dressed lady offering up an oversized glass of Contratto champagne that overflows with effervescent foam. This is the largest, four-sheet version of all known formats.

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  • Fleur des Neiges / Biscuits Pernot. 1905.
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    Leonetto Cappiello

    Fleur des Neiges / Biscuits Pernot. 1905.

    $7,500.00

    77 3/4 x 146 7/8 in./197.5 x 373 cm

    “Fleur des Neiges is one of the products of Biscuits Pernot; since it means ‘snow flowers,’ Cappiello creates a verbal association by giving us two lovely ladies worthy of the name, their scarlet coats like blossoms in the vast whiteness. Their placement at the bottom of the vertical design with a snowy landscape allows the artist to create a brilliant impression reminiscent of classical Japanese prints of similar configuration” (Cappiello/Rennert, p. 83). This is a three-sheet poster.

     

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  • Florio / Cinzano. 1930.
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    Leonetto Cappiello

    Florio / Cinzano. 1930.

    $16,000.00

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    83 x 125 in./210.8 x 317.5 cm
    Imp. Devambez, Paris

    When Cinzano merged with Florio in 1930, Cappiello was called upon to create a mate for the red Cinzano zebra he’d invented twenty years prior. And so, the white and blue Florio zebra was born, shown here leaping side-by-side with his new brand-brother in this four-sheet design.

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  • Fourneaux Becuwe. 1927.
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    Leonetto Cappiello

    Fourneaux Becuwe. 1927.

    $4,600.00

    78 3/8 x 117 3/4 in./199.2 x 299 cm
    Imp. Devambez, Paris

    “Here, the flame-hot ‘spirit of gas’ hovers over one of the Becuwe gas stoves (’Fourneaux’). The common denominator between [this and another design; see PAI-X, 149] is the near-photographic approach Cappiello used to render the appliances against the paper background. He varies the composition, but achieves the same stunning effect to entice the viewer. And seeing as the firm’s stove is considerably larger than their iron, the larger four-sheet format utilized here is proportionally appropriate” (Cappiello/Rennert, p. 274).

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  • Graf /
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    LEONETTO CAPPIELLO

    Graf / "Tartinette"

    $4,500.00

    Year: 1933

    Size: 46 3/4 x 62 1/2 inches

    Condition: A-/ Unobtrusive folds

    "What better setting for the Graf tartinette than one that suggests a marionette theater? Childlike, appealing, and perfectly suited to miniature treats" (Cappiello/Rennert, p. 311). Rare!

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  • Huile Lesieur. 1930.
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    Leonetto Cappiello

    Huile Lesieur. 1930.

    $3,000.00

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    100 x 153 in./254 x 388.6 cm
    Les Affiches Lutetia / Devambez, Paris

    This monumental, 13-foot-tall champion of the French culinary tradition is not celebrating olive oil, as you might expect. Instead, this ruddy-cheeked chef is pouring out extra-virgin peanut oil, sourced from Rufisque, a city in Senegal. His chef's hat and shirt bear the four-diamond logo of Lesieur, the popular cooking oil producer whose products are on virtually every French cook's shelf, even today. This four-sheet poster is the largest of three formats.

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  • Je ne fume que le Nil. 1912.
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    LEONETTO CAPPIELLO

    Je ne fume que le Nil. 1912.

    $2,600.00

    Year: 1912

    Size: 63 x 45 1/2 in./160 x 115.5 cm

    Condition: A.

    Although the slogan reads "I only smoke Nil", Nil isn't actually a cigarette, but rather a brand of cigarette rolling paper. Nil claimed to be as "tough as an elephant's hide," which is how the company's spokespachyderm came to be. So this was an easy marriage between product and posturist, seeing as the elephant was a favorite Cappiello attention-getter. The Joseph Bardou company introduced Nil to the public in 1887. 

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  • Job / Papier à Cigarettes. 1912.
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    Leonetto Cappiello

    Job / Papier à Cigarettes. 1912.

    $8,000.00

    97 x 153 in./246.4 x 388.6 cm
    Imp. P. Vercasson, Paris

    “Cappiello showed the pleasure of smoking by projecting an image of a hedonistic Middle-Eastern potentate luxuriating with a self-rolled cigarette. In fact, the imperious pasha floats on his coach like a fat white cloud—an incongruous and therefore memorable image” (Cappiello/Rennert, p. 156). This long-lasting design would see thirteen further printings; this is the largest, four-sheet format.

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  • Knorr Suppen
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    LEONETTO CAPPIELLO

    Knorr Suppen

    $1,850.00

    Year: ca. 1934

    Size: 15 3/8 x 24 1/4 inches

    Condition: B/ Slight creases.

    Knorr is, to this day, one of the largest German companies that produce bouillon cubes, soup mix, and similar products. "Cappiello skillfully demonstrates that from a packet of Knorr condensed soup you can prepare a minimum of three bowls—perhaps even four—all for 15 pfennigs. It's not clear if the initials 'DS' at bottom left refer to Damour or some other agency" (Cappiello/Rennert, p. 319).

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  • Le Carriere d'Andre Tourette / Cappiello
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    LEONETTO CAPPIELLO

    Le Carriere d'Andre Tourette / Cappiello

    $300.00

    Year: 1907

    Size: 7 x 9 3/4 inches. Softcover

    The original softcover edition of this 127 page novel by Lucien Muhlfeld, illustrated by Cappiello. It is a satirical novel about Parisian society at the fin-de-siecle.

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  • Le Cri de Paris. 1900.
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    Leonetto Cappiello

    Le Cri de Paris. 1900.

    $5,000.00

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    79 x 135 in./200.6 x 342.9 cm
    Imp. P. Vercasson, Paris

    Beginning publication in 1897, Le Cri de Paris was a satirical weekly put out by Louis-Alfred Natanson, who was also the co-director of La Revue Blanche. Between August of 1898 and June of 1902, Cappiello contributed numerous front and back covers, as well as this poster, “with caricaturistic portraits of cloaked and masked figures at a ball, no doubt whispering the latest news and gossip that they’ve just picked up from Le Cri. In his 1903 publicity flyer, Vercasson cited the testimonial of the paper’s editor, Marilhet: ‘Cappiello’s poster that you executed for us has resulted in numerous compliments, and from an advertising point of view, the poster produced all the results I could have wished for’” (Cappiello/Rennert, p. 44). This is a three-sheet poster.

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  • Le Thermogène. 1907.
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    Leonetto Cappiello

    Le Thermogène. 1907.

    $5,000.00

    77 1/2 x 122 1/4 in./197 x 310.8 cm

    This is the original larger, four-sheet version of the popular 1909 design that has become firmly and indelibly associated with this product. It’s just the kind of bold overstatement that Cappiello believed would most effectively deliver the message, even with regard to so humble a product as a heating pad. It became so well-equated with the product, in fact, that this image was reprinted in many versions and editions for more than 30 years.

     

     

     

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  • Les Contemporains Célèbres / Cappiello
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    LEONETTO CAPPIELLO

    Les Contemporains Célèbres / Cappiello

    $1,200.00

    Year: 1904

    Size: 10 1/4 x 13 inches. Hardcover.

    Text: French.

    This volume was published by Lefèvre-Utile and Octave Beauchamp in Paris and distributed by G. de Malherbe; it contains portraits, biographies, signed testimonials, and some of Cappiello’s finest caricatures of contemporary celebrities. You might be asking yourself just what do Sarah Bernhardt, Anatole France, Réjane, Granier, Massenet, Bartholdi, and the Queen of Madagascar have in common? The answer is quite simple: they all love Lefèvre-Utile biscuits, of course.

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  • L’Avenir. 1919.
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    Leonetto Cappiello

    L’Avenir. 1919.

    $4,500.00

    55 1/4 x 86 in./140.4 x 218.5 cm
    Imp. Devambez, Paris

    L’Avenir was a newspaper started in February, 1918, while the First World War still raged on, under the name Oui. When it was all over, in November of that year, it was decided that the paper, which was launched as a competitor for the ever-popular Figaro, would take on the name L’Avenir de Paris at the start of 1919. The poster shows Marianne, symbolizing France, revealing a sunny future for the paper—as well as for the country now freed from the burdens of war. The paper lasted until 1936; peace only three years more” (Cappiello/Rennert, p. 192).

     

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  • Maurin Quina
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    LEONETTO CAPPIELLO

    Maurin Quina

    $2,800.00

    Year: 1906

    Size: 47 x 63 inches

    Condition: A

    Cherry-flavored with a hint of quinine, Maurin’s apéritif was only recently reintroduced to French and international markets—more than a century after fading into obscurity the year this poster was printed. Referencing the infamous green fairy imagery commonly associated with absinthe, this green devil is one of Cappiello’s most famous characters. This is the smaller, one-sheet version of the poster.

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  • Pygmalion. 1911.
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    Leonetto Cappiello

    Pygmalion. 1911.

    $8,000.00

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    143 x 88 in./363.2 x 223.5 cm
    Imp. P. Vercasson, Paris

    Cappiello created two designs for the Pygmalion department store; for his summer fashions design, see Cappiello/Rennert, 187. “In numerous instances, Cappiello created designs for commercial products in which his penchant for exuberance and exaggeration remains quiescent. What we get instead of extravagance are commercial images executed in fine style with the quiet competence of a talented artist. These two large, 4-sheet posters... [typify] this approach. The carefully arranged scenes could easily stand alone as pieces of fine art; note how they create an aura of refinement and gentility without ostentation. Where is the exuberant, outrageous, capricious Cappiello that we know and love? He’s still there, but in these designs he shows his quiet side: the artist who may easily have chosen a less volatile professional career, a skilled posterist who knows when excess would be inappropriate or unnecessary” (Cappiello/Rennert, p. 134). This four-sheet poster is the only known copy.

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