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Lot 91: POSTER: ROGER DE VALERIO (1896-1951) CHAMPAGNE HENRIOT. 61x45 inches. Devambez, Paris.
MODERNIST POSTERSPlatinum House
May 7, 2007
New York, NY, USA
ROGER DE VALERIO (1896-1951) CHAMPAGNE HENRIOT.
61 1/4x45 1/2 inches. Devambez, Paris.
Condition A-: minor loss in top margin; creases in image.
Roger de Valerio was involved in many different aspects of the printing and publishing world. He worked as Art Director for two different magazines (Le Matin, from 1911 to 1914, and Le Rire, in 1932). In 1917 he went to work for Salabert, the music publishers, and during his seven year tenure with the company he designed over two thousand different sheet music covers. He also worked as an adviser for the printer Devambez (1926), and from 1936 he served as associate director of advertising for the publisher Perceval. Throughout this busy career he also found time to produce many posters, all of which were executed with an impressive Art Deco flair. Henriot, a prominent name in the alcohol industry, has always been a name associated with good posters. In the 1890s, Alexandre Henriot was one of the biggest poster collectors in the world. In 1896, his collection formed the historical exhibition of 1,671 posters in Reims. Unfortunately, during World War I, both the Henriot premises and the entire poster collection, were destroyed during a bombing raid. As a result of this catastrophe, the family moved their operations to Epernay. When they moved back to Reims they commissioned this poster to announce the reinstallation. It is a stylish and elegant image, rather cheekily implying how gentlemen of taste and style have their universe centered around champagne.
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