A Piero Fornasetti Recipe Plate

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A Piero Fornasetti Recipe Plate

About the Item

Ostrich Eggs and Green Peppers Omelette, Made for Fleming Joffe, Silkscreen & Transfer, The Fleming Joffe company was a small leather goods company in New York. Fornasetti was not the only famous artist this company worked with. Andy Warhol produced ads and copy for them as well as decorating their show booths and showroom. (see below). They also commissioned Ogden Nash to pair his bouncy text with Warhols drawings. Reference: Fornasetti: The Complete Universe, edited by Barnaba Fornasetti, page 614, #163 for a colour illustration of one of a set of twelve promotional plates made for the Fleming & Joffe company in the early 1970's. Fornasetti writes, Each of the twelve subjects in this series presents a decidedly improbable recipe. The Andy Warhol Museum Fall 2011 Andy Warhol began his commercial art career in the summer of 1949, when he moved from Pittsburgh to New York City. He hit the ground of Manhattan running. With persistence and with his impressive portfolio he landed new accounts quickly. His first work appeared in Glamour magazine in September of that same year. Throughout the 1950s, he became one of the most successful illustrators of his time, winning numerous industry awards. Warhol’s professional success was largely due to his ability to create art very quickly and his absolute willingness to respond to the revisions demanded by commercial art directors and clients. Arthur and Teddy Edelman were the perfect clients for Warhol as they avoided the larger advertising agencies fearing they would receive short shrift and only traditional design work. The Edelmans owned Fleming Joffe, a small leather goods manufacturing company that sold exotic leathers to the fashion industry. Warhol created numerous advertisements for their dyed reptilian leathers. He helped them merchandise the unusual animal skins developing personalities for each product line. In one instance the Edelman’s paired Warhol’s nimble drawings with the equally bouncy texts that they commissioned from poet-humorist Ogden Nash. When Fleming Joffe brought out silvered leather, Warhol decorated their convention booth with silver tin foil and draped the metallic leather goods over a shiny motorcycle. It was the hit of the fashion trade fair. As part of an overall design concept for the launch of a new line of dyed boa constrictor skin, Warhol created the cartoon character that he christened Noa the Boa. In his conceit for this mischievous creature, Warhol suggested that every place fashionable women would be found, there too would be Noa lurking behind the scenes as an indication of the appeal of Fleming Joe accessories for the smart set. Andy hand painted the awning in the Museum’s entrance gallery, with a myriad of brightly colored images of the smiling snake for their St. Louis showroom. Inside the shop, he also painted shelf brackets and lighting fixtures with additional images of the eponymous reptile. Given his early experience as a display artist for Joseph Horne Department Store in Pittsburgh and his later work in New York City for Bonwit Teller and Tiffany & Company, the Fleming Joffe commission was grist for his artistic mill. So successful was the Noa the Boa campaign that the Edelman’s asked Warhol to design what would have been one of the very rst art and music videos. In the thirty-two drawings that comprise the storyboards of the piece, Andy follows Noa the Boa around the world, jaunting with famous movie stars and in enviable positions. Noa becomes Grace Kelly’s pillow, Jackie Kennedy’s boots, Happy Rockefeller’s luggage, as well as enjoying rst row seats at the Folies Bergère in Paris. These drawings represent the quick style of drawing employed when he was working out his design concept. Once done, each composition would be redrawn with a more precise, finished hand. Sadly, the cost of the video production was too high and the Edelmans were forced to abandon the project. The Andy Warhol Museum thanks the Edelman Family for their contributions to The Museum Archives. (http://www.edelmanleather.com/docs/edelman_panel.pdf)

Dimensions:
Diameter: 10.25 in (26.04 cm)
Place of Origin:
Italy
Period:
1970-1979
Date of Manufacture:
1970's
Condition:
Seller Location:
Downingtown, PA
Reference Number:
Seller: NY75881stDibs: U1210078610290