LEONETTO CAPPIELLO (1875-1942) CIOCCOLATO VENCHI. 1923.
107 1/4x76 3/4 inches, 272 1/2x195 cm. Devambez, Paris.
Condition B / B+: restoration, overpainting and restored losses along vertical and horizontal folds; repaired tears, restoration and creases in image; overpainting in margins. Two Sheets.
"The Devambez branch in Turin was quite active in finding local customers for Cappiello's creations. One such firm, for whom Cappiello provided a pair of designs . . . was [the chocolate company] S. Venchi & Co" (Rennert Cappiello p. 242). This ebullient design, not only captures and conveys the glee of children with access to limitless amounts of chocolate but also cleverly promotes at least eight of the company's products, which are seen cascading down through the image. The poster ranks amongst Cappiello's rarest designs. And while the image does exist in reference books, this is the only known copy of the poster in the monumental, 9-foot high format, which has previously never been recorded. Rennert / Cappiello 381 (var), Chocolate p. 69.

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