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Christian Plat

Few artifacts capture the spirit of Japan's post-war cultural renaissance like this extraordinary double-sided enamel sign. When American occupation authorities lifted restrictions on alcohol production, signs like this heralded the return of Japan's ancient brewing traditions—now backed by modern industrial techniques and bold commercial confidence.

This remarkable advertising sign promoted Sanraku Company's "New Sake and Shochu" (新清酒・焼酎), measuring approximately 39×30cm in classic double-sided enamel construction. Discovered in a Nara prefecture estate collection, this piece represents the resurgence of Japanese alcohol culture during the crucial reconstruction years when traditional industries rebuilt themselves with modern marketing approaches.

Sanraku Company emerged as a significant player in Japan's post-war distillery industry, combining traditional brewing knowledge with industrial-scale production methods. The "new" designation reflected both improved quality control and the company's modern approach to product development—crucial factors when competing for consumers whose tastes had evolved during the occupation period. This sign likely dates to the late 1940s or early 1950s, when alcohol producers were aggressively rebuilding market presence.

The double-sided enamel construction represents premium commercial signage of the era. Multiple firing processes created brilliant, durable surfaces capable of withstanding years of outdoor exposure while maintaining color vibrancy. Such signs were significant investments for retailers, typically reserved for premium brands or major promotional campaigns. The survival of both sides intact suggests careful preservation by someone who recognized its historical significance.

What makes this piece particularly compelling is its connection to Japan's complex relationship with alcohol during the reconstruction period. Traditional sake brewing had ancient cultural significance, while shochu represented more democratic drinking traditions. By promoting both products together, Sanraku appealed to diverse consumer segments while demonstrating the industry's confidence in cultural continuity despite dramatic social changes.

The graphics showcase the evolution of Japanese commercial design from pre-war traditional aesthetics toward the streamlined modernism that would characterize Japan's economic miracle years. Clean typography and balanced composition reflect Western advertising influences while maintaining distinctly Japanese sensibilities—a synthesis that became characteristic of post-war Japanese commercial art.

For collectors of Japanese cultural artifacts, this sign represents more than alcohol advertising—it documents the reconstruction of traditional industries using modern techniques and marketing approaches. The alcohol industry's recovery paralleled Japan's broader economic renaissance, making such pieces tangible connections to that extraordinary transformation period.

The condition shows appropriate aging for a sign that served its intended commercial purpose, with surface variations and minor imperfections that enhance rather than diminish its authenticity. The double-sided preservation is particularly remarkable, as outdoor exposure typically damages one side more severely than the other.

Contemporary design enthusiasts will appreciate the sign's mid-century aesthetic and vibrant colors, perfect for adding historical depth to modern interiors. The cultural context provides rich conversation material for those interested in post-war Japanese society, traditional industries, and commercial design evolution.

This piece survived the consolidation of Japan's alcohol industry and the disappearance of many regional brands that characterized the immediate post-war period. Sanraku itself eventually merged with larger companies, making original promotional materials increasingly rare. Such signs now serve as windows into a dynamic period when traditional Japanese industries rebuilt themselves with unprecedented ambition and modern methods.

The historical significance extends beyond commercial history to encompass broader themes of cultural resilience, industrial modernization, and the complex process of maintaining traditional practices within rapidly changing social contexts—themes that defined Japan's remarkable post-war transformation.

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1960-1970 - Condição razoável - muito usado e com possivelmente algumas pequenas peças em falta

Sinal publicitário - Esmalte

Mobiliário vintage e industrial

Preço de reserva

Sem preço de reserva

Comprar agora

Data de fim

domingo

amanhã

sexta-feira

quinta-feira

hoje

segunda-feira

sábado

27 maio

26 maio

Orçamento

Até

Localização

Holanda

Itália

França

Polônia

Alemanha

Bélgica

Japão

Espanha

Portugal

Hungria

Áustria

República Tcheca

Romênia

Hong Kong

Letônia

Finlândia

Ucrânia

Dinamarca

Reino Unido

Turquia

Estados Unidos

Suíça

Grécia

Croácia

Tamanho

S (10–40 cm)

M (40–80 cm)

L (80–120 cm)

XS (menos de 10 cm)

XXL (mais de 160 cm)

XL (120–160 cm)

Dimensões

Altura

Largura

Profundidade

Marca

Coca-Cola

Olivetti

Michelin

Berkel

Bols

Fratelli Reguitti

Philips

Jielde

Scheurich

Brabantia

Ericsson

Herda

Hutschenreuther

Emaillerie Belge

Mesko

Moretti

Singer

Leitz

Massive

Wiener Werkstätte

Bertoncello

Beaver

Langcat Bussum

Seminara Torino

Objeto

Sinal de esmalte

Sinal publicitário

Sinal

Placa de esmalte

Máquina de escrever

Lâmpada

Relógio de parede

Ferramenta de trabalho

Cadeira

Candeeiro suspenso

Banqueta

Calculadora

Mesa de apoio

Cabide

Candeeiro de mesa

Trolleys de companhias aéreas 

Sinal luminoso

Memorabilia do espaço

Jarra

Poltrona

Equipamento industrial

Sinal de néon

Sinal publicitário retroiluminado

Mesa de centro

Candeeiro de pé

País de origem

Polónia

Europa

Desconhecido

Suécia

Irlanda

Rússia

China

República Checa

América do Norte

Canadá

Material

Metal

Madeira

Aço

Esmalte

Plástico

Vidro

Alumínio

Ferro

Latão

Cromado

Baquelite

Cerâmica

Ferro fundido

Carvalho

Cobre

Porcelana

Loiças

Cristal

Pele

Papel

Faia

Teca

Têxtil

Liga

Estado

Bom estado - usado com pequenos sinais de envelhecimento e manchas

Excelente estado - muito pouco usado com sinais mínimos de envelhecimento e desgaste

Em boas condições - usado com pequenos sinais de envelhecimento.

Como novo - não foi utilizado

Condição razoável - muito usado e com possivelmente algumas pequenas peças em falta

Fraco - muito usado com grandes fissuras, danos ou peças grandes em falta

Muito bom

Excelente estado

Como novo

Bom estado

Quase novo

excelente estado

Como novo, não utilizado

Bom - sinais visíveis de desgaste

Muito bom - sinais mínimos de desgaste

Usado

Excelente estado - muito pouco utilizado - com sinais mínimos de desgaste

Extras

Na caixa original

Sem a caixa original

com manual

Cabo de ligação

Renovado

Sem extras

Fonte de alimentação

+ Artigo adicional (ver descrição)

sem manual

Período

1960-1970

1950-1960

1970-1980

1980-1990

2000-2010

1990-2000

2010-2020

Depois de 2020

1940-1950

1930-1940

1920-1930

1910-1920

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