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Pierre Tavlitzki

Clowns of Cappiello offer chocolates

What makes the top prize for a poster is well known: rarity, size, signature, condition. At number 312 of the sale of posters of Swann Auction Galleries in New York on August 6, the presented lot shows some of these qualities, but not all.

The design is particularly dynamic. Two clowns looking like Pierrot dance with piles of boxes from where chocolates are falling. Their faces radiate happiness.

The artist, Leonetto Cappiello, is recognized as one of the best poster creators. The poster for the brand of chocolates Venchi (Turin), dated 1923, was previously unknown in the large format of this copy, 272x195 cm. The printer was Devambez in Paris, who had a branch in Turin.

Unfortunately the condition is not very good. The poster had been folded and present misses and repairs at the place of folds, and has been overpainted at several points.

Will the scarcity compensate the condition, and will the estimated $ 30 K be reached? Let us trust this auction house, for whose papers and posters are one of the main specialties. In this single sale, 18 lots (302 to 319) are devoted to Cappiello, with some images much better known than our chocolate. Let us take as examples the Thermogène (Lot 316, 158x120 cm, $ 1.5 K) and Fernet-Branca (Lot 309, 198x122 cm, $ 1.5 K).

Tags: cappiello

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The work of Cappiello has not excited the buyers in this American sale. Chocolate (Lot 312) has not been sold.

I had spotted two small lots. The Fernet-Branca has been poorly sold, $ 960 including fees, and for Thermogène no one cared.

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