120 x 160cm
Throughout the 1930s, a number of France’s leading alcohol brands, including Dubonnet, Byrrh, Cinzano, and Martini, commissioned fashionable poster artists in order to keep their brand image up to date. The aperitif brand St-Raphaël took the chance of the 1937 L’Exposition Internationale de Paris (International Exhibition held in Paris) to do similar. Max Augier, the creative director of the brand, commissioned Loupot in 1936 to produce a new design that would reflect the brand’s forward thinking creative policies. The design shows two waiters hurrying to deliver drinks, each with a bottle of liqueur on a tray. They run above the Champ de Mars, one of Paris’ most iconic spaces. There are evident nationalistic overtones, as common with much aperitif advertising of the time. The French flag is dotted through the poster, and the colours of the poster more generally form the Tricolour, with the dark blue of the right-hand side of the poster, and the white and red of the two waiters respectively. Most radically, Loupot and Augier decided not to advertise the brand in a pavilion inside the exhibition, as would be normal practice, but instead to pay for the posters to cover all the outside walls of the exhibition.