In 1927, the company of “Wagons-Lits” asked A.M. Cassandre to realise two posters for their night trains, the “Nord Express” and the “Etoile du Nord”. On this occasion Cassandre created a pair of avant-gardist posters which rapidly became cubist icons of the 20th Century. These two posters build on perspectives are united by the name of the Railway companies as a frame.

Nord Express, 1927
The observers viewpoint, situated on the same level as the railway tracks, together with the overwhelming proportions of the huge locomotive wheels, expresses all the power of the machine. Also, the very unusual vanishing point at the corner of the image and the bundle of telegraph cables tipped up to the vertical and subtly detached from the sky by the inversion of the background colours, heighten once more this impression of speed and distance. Constructed in this way, the image, without being too contrived, becomes more dynamic. With one glance, the onlooker understands the message and is invited to far away travel in security and comfort.

Etoile du Nord, 1927
Contrary to the last poster, the perspective is now inverted; the vanishing-point is placed high in the poster, giving an impression of distance and a sensation of the infinite. The eye is immediately captivated by the railway tracks which are pointing towards the North Star.

If the poster of the “Nord Express” expresses power and speed, the “Etoile du Nord” is more poetic. Its star on the horizon and its play on the railway points, stimulate our imagination and invite us to far away destinations. Both Avant-garde posters constitute one of the chef-d’oeuvres of A.M. Cassandre and of the Art Deco period and are sought after by numerous museums and collectors the world over.

1934 - 1935 Cassandre created 4 posters for the Swiss Tobacco market.

Wagons Lits Cook, 1933
Dans cette affiche deux employés de la compagnie des Wagons Lits Cook soulèvent d’un même geste leur chapeau et illustrent le slogan «partout… à votre service ». Le voyageur avec sa valise flottant dans le ciel donne un sentiment de légèreté et de facilité. La compagnie Wagons-lits Cook avait plus de 350 guichets dans les plus grandes stations ferroviaires, ouverts nuits et jours pour proposer des voyages, des Wagons-lits et des hôtels. Le bleu utilisé pour le costume du Stewart est de la même couleur que les trains de la compagnie mis en circulation en 1927.

Bonal, 1933-35
Bonal opens the appetite, like a key opening the stomach. With a strong stylisation of this personage, Cassandre creates a new logo for this old French brand-name made from gentiane and quinine. By contrast, the play on the shadow of the personage makes the personage stand out even more, as if he was standing in front of the actual poster. The superb trompe l’oeil sustained by the lined background reminds us that this poster presents us with numerous graphic subtleties in its composition which makes it one of the artist’s masterpieces.
The first edition of 1933 was printed with a rose background and with bronze lines. In 1935 the company printed the poster on a yellow background with the same bronze lines.

Dubo, Dubon, Dubonnet, 1935-48
Cassandre’s masterpiece. Using the word-play Dubo, Dubon, Dubonnet, (some nice, some good, some Dubonnet) Cassandre created the most famous triptych in the history of advertising. In three stages the cubist styled drinker consumes and becomes totally Dubonnet. In time the Dubonnet Company’s avant-garde design would undergo many variations. Original Dubonnet posters are extremely rare and only a few examples in large format exist in museums and in avant-garde collections. Our exhibition presents several examples in smaller size and on different supports. This is a unique occasion to acquire an original piece of publicity from this master of Cubism and Art Deco posters.

Paris 1935
Doves of Peace, triumphal arch and Obelisk.

Italia, 1936
A touristic poster by Cassandre for the Italian Tourist Office (ENIT) Showing an imaginary landscape of the Italian Alps and the Dolomite mountains, behind a seashore, where tangled sports equipment invites us to practise sport in Italy.

Venezia, 1951
This poster was created for the “Venetia Graphic Design Conference”, and would be used by the Italian Tourist Office to promote the city of Venice. The magical and romantic atmosphere of Venice is perfectly rendered by the colours and images reflected in the lagoon, which gives a theatrical setting similar of De Chirico.