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Poster, L’Amérique du Sud par le paquebot “l’Atlantique”, 1931
Adolphe Mouron Cassandre
Poster, L’Amérique du Sud par le paquebot “l’Atlantique”
Adolphe Mouron Cassandre,

Poster, L’Amérique du Sud par le paquebot “l’Atlantique”,
1931

Adolphe Mouron Cassandre
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Museum für Gestaltung Zürich
Ausstellungsstrasse 60
8031 Zurich
Museum map
Museum für Gestaltung Zürich
Toni-Areal, Pfingstweidstrasse 94
8031 Zurich
  • L’Amérique du Sud par le paquebot “l’Atlantique” Adolphe Mouron Cassandre Poster
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Listen to the text
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It is rare that a poster designer can lend their name to an epoch. But the years 1925 to 1935, during which Adolphe Mouron Cassandre (1901–1968) created some one hundred posters, will forever be known in the annals of poster history as the “Époque Cassandre.” His stunning and radically bold imagery, of which his 1931 poster L’Atlantique is a perfect example, revolutionized poster production in his day and left a lasting mark on avant-garde graphic design.

An enormous ship’s bow looms over the viewer. Its largest section is represented as a simple rectangle in shimmering shades of blue. Only its upper third is rendered in a form that makes the ship identifiable. Animated by the faith in technology and the euphoric view of the future that prevailed in the interwar period, Adolphe Mouron Cassandre was unrivaled in celebrating the beauty of modern means of transportation in his posters. The reduction to a central motif dominating the composition represents a break from the narrative detail that characterized so many of his predecessors’ work. Cassandre recognized in the long-distance effect of the poster one of the fundamental principles of the medium. And he also treated typography in a new way, creatively incorporating it in the poster as an autonomous design element. Despite the powerful depiction of the immense steamer, the poster has a very subtle color scheme. The motif of the ship is furthermore repeated in a distant view appearing within the bow of the large ship. The naturalistically depicted billows of smoke produced by both ships intermingle to form a delightful contrast to the abstracted forms. With this work Cassandre managed to convey the monumentality of the ship’s hull as well as illustrate the steamer’s performance on the high seas. This interpretive level is absent from another of his ship posters, from 1935, which, however, as a result, gains in compositional rigor. (Bettina Richter)

Plakat, L'Amérique du Sud par le paquebot "l'Atlantique", 1931
Erscheinungsland: Frankreich
Gestaltung: Adolphe Mouron Cassandre (Adolphe Jean Marie Mouron)
Auftrag: Compagnie de Navigation Sud-Atlantique, FR
Material/Technik: Lithografie
100 x 62 cm
Eigentum: Museum für Gestaltung Zürich / ZHdK
Literatureo

Museum für Kunst und Gewerbe (Hg.), Plakatkunst von Toulouse-Lautrec bis Benetton, Köln 1995, S. 104, 105

Image creditso

Plakat, L'Amérique du Sud par le paquebot "l'Atlantique", 1931, Frankreich, Gestaltung: Adolphe Mouron Cassandre
Abbildung: Museum für Gestaltung Zürich / ZHdK

Plakat, Normandie, 1935, Frankreich, Gestaltung: Adolphe Mouron Cassandre
Abbildung: Museum für Gestaltung Zürich / ZHdK