Size: 25 x 40 inches
Kauffer designed his first poster for the London Underground in 1919: a commission for the winter sale at the Derry & Toms department store. Naturally, the partnership blossomed, and soon Kauffer was designing posters for their annual winter sales. "...Kauffer shifted the focus of his imagery from the explicit to the implicit, from pictorial to abstract, which he achieved by emphasizing the complex beauty and geometry of his subject rather than its immediate appeal" (Art for All, p. 133). The overarching idea of these works was that wintry weather should not impede flights of fancy—simply ride the Underground to your retail bliss. Here, against sharp geometric forms, Kauffer shows a silhouetted man in a hat and overcoat seamlessly transition into a springtime tennis player, thanks to the marvel of transit. It's worth noting that Kauffer purposely eliminated apostrophes from the text, perhaps for visual cohesion. Rare!