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1929
Created in 1929 at the height of Cappiello's mature commercial practice, this lithograph for Nitrolian fast-drying paint is a masterwork of Art Deco persuasion. The composition presents a man applying Nitrolian to a flight of stairs while an elegantly dressed woman descends them, her clothing untouched by the freshly painted surface, a witty visual argument for the product's near-instantaneous drying time. Cappiello transforms a mundane product claim into a moment of theatrical charm, deploying his signature bold draftsmanship, vivid color contrasts, and dynamic figure placement to communicate function through narrative rather than text. The work is signed and dated in the print at the lower right, and is presented in a simple black frame that allows the image full visual authority. Leonetto Cappiello arrived in Paris from Leghorn, Italy, in 1898 and rapidly established himself as the dominant force in French poster art during the early twentieth century. His 1903 campaign for Chocolat Klaus signaled a fundamental shift in advertising language, one in which mascots and characters took on lives independent of the products they promoted, generating brand identity through memorability rather than description alone. Recognized with the Legion of Honour in 1914, Cappiello maintained a prolific output across multiple editors and campaigns, with his work for Devambez spanning from the early 1920s through 1936. The Nitrolian poster falls squarely within this fertile period, reflecting his refined ability to synthesize humor, elegance, and commercial clarity into a single, instantly readable image. For collectors, this lithograph offers a rare intersection of graphic rarity and historical significance. Measuring 91.4 by 68.6 centimeters, the work carries the visual scale appropriate to its original public function while translating gracefully into a domestic or institutional setting. Cappiello's posters from the interwar period are among the most sought-after examples of European commercial art, prized both for their aesthetic quality and for their role in shaping the visual culture of modern advertising. This example, framed and ready to hang, presents a compelling acquisition for those who collect at the boundary of fine art and design history.
- Medium
- Lithograph
- Sheet
- Framed
- Signed
- Yes
- Location
- RAD Houston, Houston, TX
- Spotted At
- Gallery · RAD HoustonView on map
For Sale — $1200
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