Wine, Women, Song and Amaretti – What Could Be Bad?

I love old paper. Posters, prints, newspapers, photographs …. Every piece of ephemera tells a story: whether its an old advertisement for a product which hasn’t been produced for decades, or a poster by an artist who has long been forgotten, every piece of paper has a history.

1920s Original Italian Vintage Carton, G. Loreti Caramels Advertisement

1920s Original Italian Vintage Carton

193 Original Italian Art Deco Carton, Americano Bianco

193 Original Italian Art Deco Carton, Americano Bianco

In the pre-­‐Internet era, store-­‐owners would take great pains to make sure that their product offering, and their stores, were immaculate places of business where the customer could find whatever their heart desired … In Italy, even now, when you walk into a place of commerce, salespeople (when they deign to look at and serve you) say “Midica” (which literally translates into “Tell me”, as in, tell me how can I help you… what can I get for you?) It’s an archaic, charming way to invite the customer in, and to engage them … (we do the same thing here: when a client – or prospective client -­‐ walks into the gallery, we will offer them a cup of coffee or a bottle of water. Call it politesse, call it salesmanship – relationship-­‐building takes many forms…)

Because I am fortunate enough to travel to Italy on poster-­‐buying trips (some would call them binges), a large proportion of our posters feature Italian foods and wines.

Original Italian Maquette, Bel Paese

Original Italian Maquette, Bel Paese

1932 Original Italian Art Deco Poster, Amaretti Di Saronno

1932 Original Italian Art Deco Poster, Amaretti Di Saronno

Whether its an oversize Fascist-­‐era poster for those fine Italian cookies known as Amaretti, or a small and hand-­‐signed maquette for the soft, unctuous cheese known as Bel Paese, even the quirky liquor known as Carpano.

1950s Original Italian Poster, Carpano

1950s Original Italian Poster, Carpano

It’s all represented here in the gallery – giving new life to old paper, and proving to us – and you! – that old paper lives, and entertains, still.

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1 comment
  1. Chloe said:

    The Carpano ad is my favourite – so much joviality. Can you still buy prints of these?

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