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Leonetto CappielloOriginal Gouache Maquette by Cappiello for Le Planteur d Caiffa C1928 - Rare1928
1928
$12,000
£8,910.62
€10,465.09
CA$16,695.35
A$18,692.13
CHF 9,800.90
MX$230,952.89
NOK 123,497.40
SEK 116,576.62
DKK 78,082.39
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About the Item
In the bustling streets of early 20th-century France, the figure of the "Caïffa" coffee peddler became a familiar and cherished sight. Dressed in a distinctive bottle-green uniform and cap, these dedicated vendors traversed urban and rural landscapes, pushing their branded carts laden with coffee, spices, and other delicacies. Their presence not only brought quality goods directly to households but also embodied the spirit of personalized service and community connection that defined the era's commerce.(Pinterest)
Leonetto Cappiello, often hailed as the father of modern advertising, masterfully captured this iconic figure in his circa 1925 poster, "Le Planteur de Caïffa." Departing from the intricate designs of his predecessors, Cappiello employed bold colors and simplified forms to create striking images that commanded attention. In this work, he portrays the Caïffa peddler in dynamic motion, emphasizing the energy and dedication of these vendors. The vivid green of the uniform and cart stands out against a neutral background, drawing the viewer's eye and reinforcing brand recognition.(Redbubble)
The "Au Planteur de Caïffa" company, established in 1890 by Michel Cahen and his wife, revolutionized the retail experience by combining storefronts with a vast network of mobile vendors. By the eve of World War II, the company boasted over 400 outlets across France. Their innovative approach included loyalty programs, offering customers collectible stamps redeemable for household items, fostering brand loyalty and customer engagement. (Wikipedia)
This original gouache and charcoal on paper artwork is signed by Cappiello in the lower right corner. It stands as a testament to the golden age of poster art and the enduring legacy of both the "Au Planteur de Caïffa" brand and Leonetto Cappiello's artistic genius.
It is a true original piece of Cappiello's work in his hand. The artwork is matted and framed in a custom molded acrylic frame that beautifully showcases the original artwork by Cappiello.
- Creator:Leonetto Cappiello (1875 - 1942, French)
- Creation Year:1928
- Dimensions:Height: 23.25 in (59.06 cm)Width: 17 in (43.18 cm)
- Medium:
- Period:
- Condition:
- Gallery Location:Boca Raton, FL
- Reference Number:Seller: 143441stDibs: LU2560216546332
Leonetto Cappiello
Leonetto Cappiello was born in 1875 in Livorno, Italy, but took on the nationality of French in 1930. He first achieved fame as a caricaturist, then by inventing the modern poster and creating the first brand logos, including the green devil for Maurin Quina. A self-taught artist, he created his first paintings in 1886. In November of 1900, he signed his first contract with the publisher P. Vercasson, for whom he produced posters from 1902 to 1913. After World War I he joined the publisher Devambez, for whom he worked until 1936. In 1922, his poster sketches were exhibited at the Venice Biennial and the French Institut in New York. In 1928 his “Self Portrait” was ordered by the Uffizi Gallery in Florence, Italy. In 1936 he participated in the Milan Triennial and the Exhibition of the French Poster in Prague. After his death in 1942, Cappiello’s work was the subject of retrospectives at the Museum of Decorative Arts in Paris in 1947, the House of Culture in Livorno, Italy, in 1960 and the Grand Palais in Paris in 1981.
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