Size: 6.5 x 8.75 inches
Artist: Leo Putz
This Moderne Galerie ad was first designed in 1909 by Leo Putz. It was printed as a mini lithographic poster in 1927 in a book edited by Dr. Walter Schubert. Titled "Die Deutsche Werbe Graphik," it was published in Berlin by Francken and Lang. It is the only edition of this important study of a great era of German graphic design featuring posters, packaging, advertising, book illustrations, programs for theater, and sports. Illustrated mostly with tipped-in color plates of work by Bernhard, Hohlwein, Klinger, Preetorius, Gipkens, Kleukens, Cissarz, Pechstein and many others, this book and the illustrations contained within it are considered highly collectable and very, very rare.
The ad shows an elegant mermaid holding a large oyster filled with pearls -- trademarks of the Thannhauser family's Moderne Galerie. Established in the glass-domed Arcopalais at Theatinerstrasse 7, in the heart of Munich's shopping district, the gallery was, by most accounts, one of the largest and most beautiful art galleries in the city. It became notable for exhibiting the works of the French Impressionists, Van Gogh, Kandinsky, Italian Futurists, and many others.
Leo Putz (1869-1940) was a Tyrolean painter whose body of work encompasses Art Nouveau, Impressionism, and the beginnings of Expressionism. Figures, nudes and landscapes are his predominant subjects. This Modern Galerie poster is a beautiful example of his delicate yet intricate hand.