{"product_id":"perrier-cest-fou-villemot-1980","title":"Perrier c'est fou 1980 | Villemot Vintage Poster","description":"\u003cp\u003eThree Perrier bottles serve as the masts of a black-hulled sailing vessel riding steep cobalt-blue waves, all set against a saturated red ground. Villemot renders the sea as bold diagonal stripes of navy and white foam, the rigging as converging white lines, and the bottles as pale-green glass with gold-band labels and red roundels. Small figures in red stand along the rail, dwarfed by the scale of the bottles above. 'Perrier' in dark-blue slab serif sits at the top left; 'c'est fou' in loose white script follows beneath it. The artist's signature, 'VillenoT', appears lower right in white.\u003c\/p\u003e\n\u003cp\u003eBernard Villemot (1911–1989) began his long collaboration with Perrier in the mid-1960s and produced some of the brand's most-collected poster designs through the 1970s and early 1980s. The 'c'est fou' ship-mast composition, produced around 1979–1981 as an offset lithograph, is among the most inventive of that series: the visual conceit of substituting carbonated-water bottles for masts carries the brand's entire personality, fizzy, high-spirited, slightly absurd, in a single flat-colour image, without explanation. Villemot studied under Paul Colin in Paris from 1932 to 1934, and the compositional directness of Colin's school is visible throughout his commercial work. By the time this campaign appeared, the 1963 Musée des Arts Décoratifs retrospective had already placed Villemot firmly in the canon of postwar French graphic design.\u003c\/p\u003e\n\u003cp\u003eThe palette of cadmium red, cobalt blue, white, and pale green belongs to the Matisse-influenced flat-colour register Villemot refined across four decades of advertising work for Air France, Orangina, Bally, and Perrier. The wave form here also draws on the Hokusai wave tradition he revisited in a parallel 1980 Perrier design, but the ship-mast version is bolder and more overtly comic in its scale reversal. Reproduced on 200gsm Enhanced Matte Fine Art Paper using archival pigment inks, with the full saturated palette of the original offset print.\u003c\/p\u003e\n\u003cp\u003eDraws attention from collectors of French postwar graphic design and from anyone who has followed the Perrier advertising lineage. Also sits naturally in a dining room or kitchen where the bold red-and-blue palette anchors a wall.\u003c\/p\u003e","brand":"Vintage Poster Archives","offers":[{"title":"A4","offer_id":63909617435001,"sku":"VPA-11534-A4","price":19.99,"currency_code":"GBP","in_stock":true},{"title":"A3","offer_id":63909617467769,"sku":"VPA-11534-A3","price":29.99,"currency_code":"GBP","in_stock":true},{"title":"A2","offer_id":63909617500537,"sku":"VPA-11534-A2","price":34.99,"currency_code":"GBP","in_stock":true},{"title":"50x70cm","offer_id":63909617533305,"sku":"VPA-11534-50x70cm","price":39.99,"currency_code":"GBP","in_stock":true},{"title":"A1","offer_id":63909617566073,"sku":"VPA-11534-A1","price":44.99,"currency_code":"GBP","in_stock":true},{"title":"70x100cm","offer_id":63909617598841,"sku":"VPA-11534-70x100cm","price":59.99,"currency_code":"GBP","in_stock":true},{"title":"A0","offer_id":63909617631609,"sku":"VPA-11534-A0","price":69.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0994\/1139\/4937\/files\/Drink-Perrier-Villemot-CestFou-ShipMasts-1980s.jpg?v=1783449291","url":"https:\/\/vintageposterarchives.com\/products\/perrier-cest-fou-villemot-1980","provider":"Vintage Poster Archives","version":"1.0","type":"link"}