Artists' posters

From Toulouse-Lautrec to Jeff Koons

(03 October 2015 - 21 February 2016)

Nice. Travail & Joie

1947 Lithograph, 100 x 70 cm © Sucession H. Matisse / VEGAP / 2015
Niño desnudo en la playa de Portici

Bitter Campari. L’aperitivo

1928 Lithograph, 49 x 35 cm
Playa de Valencia. Luz de la mañana

Selling with art

Artists’ posters were also a means of advertising for firms wishing to enhance the prestige of their brand image and an established way of promoting services or evoking tourist destinations. The Campari, Nice, Air France and Perrier posters shown here, designed respectively by Depero, Matisse, Vasarely and Dalí, illustrate the added appeal their renowned makers afforded them as well as these artists’ attraction to new forms of expression and communication geared to a different audience from that of exhibitions.

They are further proof of certain twentieth-century artists and movements’ interest in a more popular and familiar art.