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CHARLES LOUPOT

Biscuit Gondolo : Maquette

$10,000.00

CHARLES LOUPOT

Biscuit Gondolo : Maquette

$10,000.00

Year: 1942

Size: 46 3/4 x 62 1/2 in.

Condition: Signed oil on paper. Framed.

During World War II, France's Vichy regime banned all liquor advertising, which throttled Loupot's income; so he repaired to his home in Chevroches and practiced painting. This signed oil painting, whimsical on its face, is far more deeply colored and evocative than any mere maquette should be. But a Gondolo Biscuit is no mere cookie. Founded in 1843, the Gondolo brand was a household name in France, a beloved morsel of childhood, tradition and memory comparable to Proust's madeleine. In this work we may perceive a profound nostalgia for the France of Loupot's youth, anxiety over staying afloat (both literally and financially), and hope from abroad – note the dollar-sign shape. But that's not all. In 1962, Gondolo's fortunes began to sink. Eventually, they sold out to Nabisco, which allowed the business to fail in 1975, making Gondolo a symbol of dying French culture and commerce. But then, something wonderful happened: in 2013, a Frenchman found Gondolo-branded items in an old shipping trunk of his grandmother's. Luckily, he had co-founded Neway Partners brand design agency. What began as a pet project to reinvent the brand identity culminated, in 2015, with the acquisition of a top pastry chef to resurrect a line of Gondolo products. Now this high-end, artisanal product is sold in boutique shops in France, with plans for export.