October 27, 2016, 1:30 PM EST
New York, NY, USALive Auction
Lot 44: PERCIVAL ALBERT (PERCY) TROMPF (1902-1964). AUSTRALIA. 1929. 40x25 inches, 101x63 cm. Troedel & Cooper Pty., Ltd., Melbourne.(107 views)
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Estimate: $10,000 - $15,000
PERCIVAL ALBERT (PERCY) TROMPF (1902-1964) AUSTRALIA. 1929.
40x25 inches, 101 1/2x63 1/2 cm. Troedel & Cooper Pty., Ltd., Melbourne.
A view of the beachgoing crowd and busy parking lot of Bondi Beach is seen from the front of the former Astra Hotel. Although the beach is not named on the poster, nor is the perspective correct, the beach is unmistakable. This iconic image is considered a "national treasure [and] . . . the embodiment of a national culture in the interwar years" (Australian Beach Cultures pp. 1 and 2). This scene of Bondi Beach was one of the first posters produced by the Australian National Travel Association (ANTA), which was formed in 1929. Its purpose was to help promote Australia as a travel destination to the American and British markets. "To communicate its message to a world that knew little of Australia, the ANTA had to resort to producing striking imagery and simple slogans . . . ANTA became heavily involved in commissioning travel posters" (Trading Places p. 5). Voyage p. 64, Lebovic 4, Trading Places 5.