L'affiche Objet Sachplakat

Selection

Sachplakat and the origins of the Swiss Object Poster

Manoli, cigarettes

1910 – Lucian BERNHARD

The industrialization, the development of urbanism enhanced by the vehicular traffic and the fact pace city life, demanded advertisers to come up with new marketing eye -grabbing techniques. The elaborate Art Nouveau complexity was no longer effective since the passersby moved to quickly to appreciate the symbolism of Art Nouveau advertising posters.

The rejection of the ornamental Art Nouveau and the pursuit of new simplified and minimal illustrations aiming at inducing the consumption behaviour, generated the Object Poster as known as Sachplakat style. Poster Object could be defined as a verbal/visual technique that puts in the foreground the advertised object and its proper brand name. This simple and laconic stylization functioned as a mnemonic cue since passersby could easily read the mere declarative message.

Küenzlen

1930 circa – Ludwig HOHLWEIN

CHF 680.–

Lucian Bernhard in Germany pioneered this style approximately in 1905. Hence, German Object Posters propose simple shapes and objects/ products, bright colors, monochromatic background, and bold eye-catching lettering.

The beginning of the Poster Object in Switzerland

Before 1900, the graphic design expression in Switzerland was rather picturesque and traditional. At the beginning of the century, two famous Swiss artists Burkhard Mangold and Emil Cardinaux set the ground for the definition of the “Realism in Swiss posters”. However, their design style was still attached to iconographic and traditional illustrations.

Robert Hardmeyer, in 1904, managed to shake off this pictorial and traditional expression. His brilliant poster “Waschanstalt Zürich” is perceived as the genesis of the Swiss Object Poster - Sachplakat style. Despite the fact, that this poster depicts an anthropomorphic animal in a stainless white shirt, it reveals many characteristics of the Swiss Poster Object: focus on the brand name, shining colors, high quality printing enhanced by the lithograph in colors.

Blanchisserie "Waschanstalt, Zürich A.G."

1904 – Robert HARDMEYER

Hyper Realism and Swiss Object Poster style

Baumann, Fraumünsterstr. 17

1928 – Otto BAUMBERGER

CHF 2600.–

Almost after the WWI in 1919, the Swiss poster artist Otto Baumberger created the first illustration of a top hat “Baumann” giving, consequently, a clear and concise interpretation of the term Swiss Object Poster.

PKZ Qualité

1921 – Otto BAUMBERGER

CHF 2500.–

Four years later, he produces a second remarkable example of Swiss Poster Object. His illustration for the PKZ (clothing brand of Zurich) depicts a life – size coat with wool fibers and silk lining. The PKZ label is designed so realistically and vividly that the viewers assumed it was a photograph. These two posters function as a reference point for the history of posters and the graphic arts.

Binaca Zahnpaste

1943 – Niklaus STOECKLIN

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Niklaus Stoecklin demonstrates also his pure and refined artistic expression of Object Posters.

Artists of Swiss Poster Object evoked the hyper realistic nature of the object, living no space for abstraction or formal interpretation. Added to this, the printing technique of lithograph in colors, provided a flawless printing and a rich palette of vivid colors that intensified the hyper realistic compositions.

Binaca, Dents saines à l'éclat de perles

1945 – Niklaus STOECKLIN

CHF 2450.–

Consequently, Swiss Poster Object illustrating giant objects of everyday life, create a trompe l’oeil (deception of the eye) effect, suggesting the substitution of photography. The most remarkable example of Hyper realism in Swiss Object Posters, derives from Leupin poster “Savon Steinfels”, and precisely from the hyper realistic illustration of the water drop.

Savon Steinfels, rendement supérieur

1943 – Herbert LEUPIN

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Savon Steinfels, rendement supérieur

1944 – Herbert LEUPIN

CHF 1170.–

Savon Steinfels

1945 – Herbert LEUPIN

CHF 1470.–

Swiss object poster Object at Mid 20th Century

Since the beginning of the WWII until the early 1950’s the hyper realism of lithograph in colors increased its impact and became consequently a symbiotic part of the Swiss Object Poster style. As a result, Swiss Object Poster induced a magical and vibrant hyper realism. This fact, probably, occurred thanks to the universal language of symbols of the Sachplakat style eased by the Swiss sense of precision. Fours artists in Basel – Peter Birkhauser, Niklaus Stoecklin, Herbert Leupin and Donald Brun- embraced the Sachplakat style providing both playful and elegant lithographs in color. However, lithographic printing due to the high costs and slow production cycles was phased out in the 1950’s. Offset printing took the lead and prompted Leupin, Brun and many other Sachplakat artists to illustrate a humorous and playful style loosing, consequently, the reliance upon the rich colors and textures of lithography in colors.

Wiesner & Co, Handschuhe, Zürich Bahnhofstr. 35

1917 – Carl MOOS

CHF 1660.–

Maggi, bouillons cubes & sauces

1920 circa – ANONYMOUS

CHF 970.–

Pfaff, Agence Régionale, Marseille

1920 circa – Ludwig HOHLWEIN (after)

CHF 1220.–

PKZ Qualité

1921 – Otto BAUMBERGER

CHF 2500.–

Trink Zürcher Löwenbrau ! Löwenbrau Zürich

1927 – Otto BAUMBERGER

Sold

Baumann, Fraumünsterstr. 17

1928 – Otto BAUMBERGER

CHF 2600.–

Eglisana, das gesunde getränk, Eglisauer Tafelwasser mit Fruchtsirup

1928 – KOLLER

CHF 1200.–

Un livre fait plaisir en toutes circonstances

1930 circa – Jacomo MULLER

Sold

Henco zum einweichen !

1930 – Johannes HANDSCHIN

CHF 820.–

Omega

1930 circa – ANONYMOUS

Sold

Glasshütte Bülach AG

1932 – Carl BOCKLI

Sold

Elna, Die ideale Haushaltnähmaschine

1933 – Fritz BUHLER

CHF 1590.–

Pour vos vacances...pour vos loisirs, la Suisse

1937 – Alois CARIGIET

CHF 1200.–

PKZ

1937 – Charles KUHN

CHF 3450.–

Bell

1939 – Herbert LEUPIN

CHF 1190.–

Zwicky, Soies à coudre

1939 – Jean WALTHER

CHF 680.–

Wauwil

1940 circa – Donald BRUN

CHF 1270.–

Felca, Exact Time

1940 circa – ANONYMOUS

CHF 720.–

Helvetia watches

1940 circa – ANONYMOUS

Sold

Schild AG

1940 circa – EIDENBENZ

CHF 1280.–

Laine de Schaffhouse

1940 circa – ANONYMOUS

CHF 730.–

Schaffhauser Wolle

1940 circa – MONOGRAM

CHF 750.–

CFF votre voiture

1957 – Peter BIRKHAUSER

Sold

Ouate de Schaffhouse

1941 – Pierre GAUCHAT

CHF 880.–

Eau de Cologne Jean-Marie Farina de Roger Gallet

1943 – Peter BIRKHAUSER

CHF 1870.–

Roco Erbsen, Ernte 1941, Conservenfabrik Rorschach A.G.

1942 – Victor RUTZ

Sold

...avec du fromage Bürki

1942 – Victor RUTZ

CHF 930.–

Therminox évier

1942 – ANONYMOUS

CHF 1100.–

Cyma watch

1942 – A. GALIB

Sold

Bally, Pergola

1942 – Hans A. AESCHBACH

CHF 690.–

Savon Steinfels, rendement supérieur

1943 – Herbert LEUPIN

Sold

Pelikan Füllhalter-tinte

1943 – ANONYMOUS

CHF 1200.–

Briquette Union

1943 – Fritz BUHLER

CHF 2460.–

The collar Permastyff with the durable shirt

1943 – Peter BIRKHAUSER

CHF 2250.–

Weber cigares, La Rosa & Rio Grande

1943 – Niklaus STOECKLIN

CHF 1570.–

Fernet-Branca, Il miglior digestivo

1943 – Peter BIRKHAUSER

Sold

Club Brandy

1943 – Emil Alfred NEUKOMM

CHF 1600.–

Savon Steinfels, rendement supérieur

1944 – Herbert LEUPIN

CHF 1170.–

Tartex

1944 – Pierre-Alexandre JUNOD

CHF 1200.–

Senft, Basel

1944 – Edi HAURI

CHF 1280.–

Immer Oscar Weber

1944 – Pierre GAUCHAT

CHF 930.–

Valais

1944 – Reynold VUILLEUMIER

Sold

Geroba Tabletten

1945 – Edi HAURI

CHF 1280.–

Pantène, la première lotion capillaire vitaminée

1945 – Herbert LEUPIN

CHF 1640.–

Binaca, Dents saines à l'éclat de perles

1945 – Niklaus STOECKLIN

CHF 2450.–

Pantène, la première lotion capillaire vitaminée

1945 – Herbert LEUPIN

Sold

Schwarzkopf Shampoo

1945 – Fritz BUHLER

CHF 930.–

Surux tötet Ratten und Mäuse

1945 circa – Peter BIRKHAUSER

CHF 790.–

Savon Steinfels

1945 – Herbert LEUPIN

CHF 1470.–

Den Käse nicht vergessen!

1945 circa – F. WUTHRICH

CHF 490.–

Nussgold

1945 – Victor RUTZ

CHF 980.–

Riri

1945 – Pierre GAUCHAT

Sold

Bata, semelle caoutchouc 6 mois de garantie

1956 – Peter BIRKHAUSER

Sold

Basler Rabattmarke BKG-LIGA

1945 – Peter BIRKHAUSER

CHF 720.–

Märwiler Obftsäfte

1945 circa – Fritz RECK

CHF 1280.–

Schaffhauser watte, Die Watte mit des grossen Saugkraft.

1946 – Pierre GAUCHAT

CHF 930.–

Helvetia watches, No one goes home without it !

1946 – Donald BRUN

CHF 1150.–

Helvetia watches, take one home for your folks

1946 – Donald BRUN

CHF 850.–

Riri

1946 – Pierre GAUCHAT

CHF 1470.–

Bata Möhlin AG

1947 – Peter BIRKHAUSER

CHF 1060.–

Bell, Bindoni

1948 – Herbert LEUPIN

CHF 1170.–

Bell, Zum frohen Feste, Vom Guten das Beste

1948 – Niklaus STOECKLIN

CHF 1200.–

VeloSolex

1950 circa – POLLAND

CHF 1170.–

Mettler savon

1950 circa – Donald BRUN

CHF 2170.–

St-Galler conserven

1950 circa – WEISS

CHF 890.–

Krachnuss Milchschokolade Maestrani.

1950 circa – Paul BENDER

CHF 1000.–

L'Ottimo Salame Svizzero

1950 circa – Hans A. AESCHBACH

CHF 1280.–

Gala Gerber, fromage double-crème

1950 circa – Franz GYGAX

CHF 700.–

Knorr erbs mit speck, Frühling

1950 circa – Jules GLASER

CHF 700.–

Suchard, Milka

1950 circa – Paul O. ALTHAUS

CHF 1160.–

Bata 6.90, chaussures salamandre

1950 – EIDENBENZ

Hisco, Warme tricotwäsche

1943 circa – Peter BIRKHAUSER

CHF 1450.–

Bally Radar

1950 circa – SUTER

Simba

1950 circa – Noel FONTANET

CHF 930.–

Bata

1947 – Peter BIRKHAUSER

CHF 740.–

Laine de Schaffouse

1950 circa – Willy WEISS

CHF 870.–

Bata 11.90

1950 – Donald BRUN

CHF 870.–

Bata Schweizer fabrikat 6.20

1950 circa – EIDENBENZ

CHF 260.–

Bata véritable cousu-trépointe

1954 – Peter BIRKHAUSER

Sold

Mit Bruckner Wesch

1950 circa – HansPeter ROLLY

CHF 990.–

Jelmoli

1950 circa – Victor RUTZ

CHF 720.–

Tabac Cornetto

1950 circa – ANONYMOUS

CHF 780.–

Brodo di manzo Maggi ...delizioso!

1951 – Rolph GROSSMANN

CHF 730.–

Binaca, gut gewappnet mit...

1952 – Donald BRUN

CHF 1120.–

Sandales Bata

1952 – Peter BIRKHAUSER

Sold

Nos postes valent bien un oui

1953 – Peter BIRKHAUSER

CHF 640.–

Coire-Genève 80 cts, tout de même pas cher! Loi sur le trafic postal, Oui!

1953 – Fritz BUHLER

CHF 600.–

Cyma, l'une des meilleures...

1954 – Fritz BUHLER

CHF 750.–

Lindt Chocoletti

1962 circa – Adolf WIRZ

CHF 770.–

Bell

1955 circa – Donald BRUN

CHF 600.–

Bell

1955 – Niklaus STOECKLIN

CHF 1400.–

Bernina

1955 circa – ANONYMOUS

CHF 900.–

Tenta Storen

1943 – Herbert LEUPIN

CHF 770.–

Chianti Giannini, pur et naturel

1955 circa – ANONYMOUS

CHF 860.–

Maggi Gril consommé

1957 – ANZI

Sold

Caran d'Ache

1957 – Reymond ZAHLER

CHF 630.–

Cyma, Swiss watches

1958 – Fritz BUHLER

CHF 1230.–

Opal, Sandblatt

1960 circa – Edgar KUNG

CHF 250.–

Bell

1963 – Niklaus STOECKLIN

CHF 1200.–

Related selections

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