{"product_id":"cappiello-dehaynin-1912-advertising-poster","title":"Cappiello Dehaynin 1912 | Vintage Advertising Poster","description":"\u003cp\u003eA scarlet devil head, horns swept back, green eyes fixed forward and fanged mouth releasing twin plumes of white-orange flame, fills a yellow-gold circle against a flat black ground. Two tiny silhouetted figures stand at the base of the composition amid coal or rubble, the scale of the devil making them near-invisible. DEHAYNIN in grass-green slab-serif capitals runs above; PRIX D'ETE in the same weight below; the address 188, Faubg St Martin in warm gold completes the composition.\u003c\/p\u003e\n\u003cp\u003eDesigned by Leonetto Cappiello (1875–1942) and printed by Imprimerie Vercasson, Paris, around 1912. The client was Dehaynin, a Paris coal and fuel merchant at 188 Faubourg Saint-Martin in the 10th arrondissement. Prix d'Été, summer prices, was a seasonal promotion: a fuel company discounting its product during the one part of the year when demand collapsed. Cappiello's solution was characteristically direct. He reached for his most reliable device: a figure of fire and menace, isolated against black, at a scale that demanded the eye. The composition belongs to a sequence that includes the Maurin Quina green devil (1906) and the Thermogène fire-breather (1909); all were produced under Cappiello's long contract with printer Pierre Vercasson.\u003c\/p\u003e\n\u003cp\u003eThe red-and-green complementary pairing, the circular vignette, and the complete suppression of background are the hallmarks of Cappiello's mature Vercasson-period style, a style that effectively ended the decorative, detail-laden conventions of Belle Époque poster design and replaced them with a single image, a dark ground, and nothing else. This poster is one of the lesser-exhibited works from that period, held in major French institutional collections including the Bibliothèque nationale de France.\u003c\/p\u003e\n\u003cp\u003eReproduced from a carefully restored archival source as an archival print on 200gsm Enhanced Matte Fine Art Paper. For collectors of early twentieth-century French graphic design and anyone following Cappiello's development across the Vercasson years.\u003c\/p\u003e","brand":"Vintage Poster Archives","offers":[{"title":"A4","offer_id":63909604426105,"sku":"VPA-10206-A4","price":19.99,"currency_code":"GBP","in_stock":true},{"title":"A3","offer_id":63909604458873,"sku":"VPA-10206-A3","price":29.99,"currency_code":"GBP","in_stock":true},{"title":"A2","offer_id":63909604491641,"sku":"VPA-10206-A2","price":34.99,"currency_code":"GBP","in_stock":true},{"title":"50x70cm","offer_id":63909604524409,"sku":"VPA-10206-50x70cm","price":39.99,"currency_code":"GBP","in_stock":true},{"title":"A1","offer_id":63909604557177,"sku":"VPA-10206-A1","price":44.99,"currency_code":"GBP","in_stock":true},{"title":"70x100cm","offer_id":63909604589945,"sku":"VPA-10206-70x100cm","price":59.99,"currency_code":"GBP","in_stock":true},{"title":"A0","offer_id":63909604622713,"sku":"VPA-10206-A0","price":69.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0994\/1139\/4937\/files\/Advertising-Dehaynin-Cappiello-RedDevil-1900s.jpg?v=1783449227","url":"https:\/\/vintageposterarchives.com\/products\/cappiello-dehaynin-1912-advertising-poster","provider":"Vintage Poster Archives","version":"1.0","type":"link"}