Leonetto Cappiello - Vittel (Vosges) - 1970s

Splendid and rare advertising manifesto signed by the legendary Italian artist and illustrator Leonetto Cappiello, universally regarded as the 'father of modern advertising'. This extraordinary piece of history of advertising graphics and thermal spa tourism was commissioned by the Compagnie des Chemins de Fer de l'Est to promote rapid connections from Paris and London to the renowned thermal station of Vittel, nestled in the Vosges mountains. The work perfectly embodies Cappiello's revolutionary style: abandoning the meticulous details of classical Art Nouveau, the artist focuses on an immediate and theatrical visual impact. On a dark, rocky background in deep blue hues, emerges a stylized, almost allegorical female figure, whose blond hair harmoniously blends with the jet of pure water from the thermal spring. The strong color contrasts and the typography in vibrant gold yellow immediately capture the eye, making it a piece of decor of immense charm and collectible value.