CAPPIELLO Leonetto. - Lot 232

CAPPIELLO Leonetto. Cinzano. Circa 1910. Lithographic poster. Version without Vermouth. First Italian edition. Edition Ets Vercasson Paris 1925. Lit. del Cinzano - Torino - E.V. Folded, very poor condition. 140 x 100 cm Bibliography: Jack Rennert. The Posters of Leonetto Cappiello. The Poster Art Library Posters Please Inc. New York 2004. Pages 118. Ill. 153: "What the red horse did for Chocolat Klaus . . the zebra did for Cinzano - and for Cappiello. With a well-respected and long-established company in his native country approving of his unorthodox approach to advertising, he was now universally honored as a pioneer of the bold new wave of product publicists. Jacques Vienot calls it a revolutionary poster and announces that 1910 "is not only an important date in Cappiello's career, but an important year in the history of poster art.""