These elegant posters are by Henri Privat-Livemont, perhaps
best known for that semi-nude Absinthe Robette poster. Working at the turn of
the century, he lived during the decadent Belle Epoque period and was (or is,
retrospectively) a lesser-known figure in the Art Nouveau genre.
The elaborate floral patterns remind me of the William
Morris style, but with a slightly more geometric, architectural slant. I’m also
of the opinion that the font/typeface and the colour scheme are both pure
Paris, even if Privat-Livemont was actually a Belgian. Reminds me of Hector
Guimard’s famous Metro signs, which I would totally steal if I had the chance.
However, I think one of the biggest reasons I’m so keen on
these posters – rather than actual paintings, if HPL did any – is that they’re
adverts. I work in modern-day marketing, and now it seems surreal and
ridiculous to have such an incredibly beautiful (and delusional) image to
advertise some biscuits. The ASA would never allow it. The products are
forgotten, and the poster itself is fundamentally disposable, so there’s
something quite fragile about these century-old ads. Will people in 2112 be
admiring old T-mobile or Nescafe billboards? ‘Ziff. These posters are from the
point where art and commercialism, elegance and convenience, had just collided –
it’s an intriguing contrast, and one that sadly didn’t last for long.
Anyway. I’d have prints of these in my home,
especially if I had any exposed brick or tile to use as a backdrop. Probably
the biscuits one. I like biscuits.
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