Original Antique Winter Travel Poster Palace Hotel St Moritz Switzerland

Swiss painter and illustrator Emil Cardinaux was a pioneer of poster design, credited with creating the world’s first modern tourism poster in 1908. Characterized by his use of muted colors and simple yet powerful imagery, Cardinaux’s designs of more than 130 posters captured the world’s attention during the early 20th century and remain highly coveted by art dealers and collectors today. 

Born in 1877, Cardinaux was encouraged by his parents to study law at the University of Bern before he turned his attention toward art, taking drawing lessons at the Berner Kunstschule under artist Paul Volmar. In 1898, he moved to Munich to continue his art studies, attending the Akademie der Bildenden Künste München as a student of painter Franz von Stuck.

Following his studies, Cardinaux traveled extensively throughout France, Italy and the Netherlands before returning to Bern in 1903 to focus on landscape painting.

In 1908, Cardinaux was commissioned by the Swiss government to design a promotional poster depicting the country’s famous Matterhorn mountain and Zermatt ski area. Inspired by the stark, symbolist paintings and prints of Swiss artist Ferdinand Hodler, Cardinaux captured the mountain peak in its simplest form, overlooking a shadow-soaked valley.

Cardinaux’s streamlined Jugendstil style was a signature of many of his lithographic posters and landscape prints. He also designed materials for companies, including Tobler Schokolade (makers of Toblerone), the Bern truck factory and Bally shoes.

Throughout his career, Cardinaux created an extensive array of works, such as book illustrations, mono-card designs, printed material, landscape paintings and caricature drawings. However, his iconic posters are most sought after by Art Nouveau and Art Deco collectors and aficionados.

On 1stDibs, find a range of Emil Cardinaux prints and paintings.