Leonetto Cappiello - Vittel (Vosges) - 1970s

Splendid advertising manifesto, a 70s reissue signed by the legendary Italian artist and illustrator Leonetto Cappiello, universally regarded as the "father of modern advertising." This extraordinary piece of history of graphic advertising and 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 spa town 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 aims for an immediate and theatrical visual impact. On a dark, rocky background in deep blue tones, emerges a stylized, almost allegorical female figure, whose blond hair harmoniously blends with the pure jet of water from the spa spring. The strong color contrasts and the typography in vibrant gold yellows immediately catch the eye, making it a furnishing piece of immense charm and collectible value.