Rare Posters 
12 November 2024
Rare Posters 
320

Marcello Dudovich 1878–1962

Liquore Strega

1906 sight: 77 h × 53¾ w in (196 × 137 cm)
estimate: $12,000–15,000
result: $11,340
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This phenomenal image "displays the idea of liquor as an alluring fascination of senses, and of modernity itself as a state of luxurious decadence... the ad experiments with a new visual language, by expanding the minimalistic depiction of the product (a small shot glass) onto the surrounding space in the construction of a deliberate synesthetic experience. The designer deliberately matches the orange of the drink to the woman's hair, associating her seductive allure... to the liquor's suggested pleasure of the senses. By re-enacting the drink's actual consumption, through the juxtaposition of her clothes' contrasting colors (blue and red) with the drink's taste (a mix of cold freshness and burning warmth), of her whiff to its smell and of her semi-nudity to touch, Dudovich willingly breaks the bi-dimensionality of the poster and defines the essence of the present as an ultimate aesthetic experience, merging the arts and the senses in a personalized pursuit of beauty" (Food and Women in Italian Literature, Culture and Society, p. 59-60). It's one of Dudovich's masterpieces.
Ricordi, Milano
literature: Weill, 146; Dudovich, 170

This work will ship from Lambertville, New Jersey.

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This phenomenal image “displays the idea of liquor as an alluring fascination of senses, and of modernity itself as a state of luxurious decadence...the ad experiments with a new visual language, by expanding the minimalistic depiction of the product (a small shot glass) onto the surrounding space in the construction of a deliberate synesthetic experience. The designer deliberately matches the orange of the drink to the woman's hair, associating her seductive allure...to the liquor's suggested pleasure of the senses. By re-enacting the drink's actual consumption, through the juxtaposition of her clothes' contrasting colors (blue and red) with the drink's taste (a mix of cold freshness and burning warmth), of her whiff to its smell and of her semi-nudity to touch, Dudovich willingly breaks the bi-dimensionality of the poster and defines the essence of the present as an ultimate aesthetic experience, merging the arts and the senses in a personalized pursuit of beauty” (Food and Women in Italian Literature, Culture and Society, p. 59-60). It's one of Dudovich's masterpieces.

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