Page 106 - Swann Galleries - Modernist Posters - Sale 2314 - May 13, 2013

HERBERT MATTER (1907-1984)
122 ● ALL ROADS LEAD TO SWITZERLAND. 1935.
40x25 inches, 1011/2x631 /2 cm.
Condition B+ / B: creases, abrasions and restoration in margins and image; repaired tears, restored losses
and discoloration at edges.
Herbert Matter was a pioneer and early master of photomontage. This poster is part of the
extraordinary series of Swiss travel posters he made between 1934-36, all consisting of close-up images
that seem to spring out at the viewer, against a background of clever montages. They revolutionized
the concept of the travel poster and the very nature of photographic advertising images. This particular
example, the most famous of the series, was inspired by Cassandre, whom Matter admired; the
perspective is the same as was used in Étoile du Nord and La Route Bleue. In fact, this image can be
perceived as the photographic, merged version of Cassandre’s ideas, augmented by Matter’s unique
style and talent. “Matter evokes the clear sky and white snow of Switzerland in a manner that
emphatically asserts the modernity and sophistication of the country” (Word & Image p. 59). This is
the English version. Word & Image p. 74, Voyage p. 153 (var), Modern Poster 179 (var), Swiss 281,
Fotoplakate, p. 120 (var), Müller-Brockmann 150 (var), Mandagant 281, Art Deco p. 71, Enyclopedie
de l’Affiche p. 214, Avant Garde p. 175 (var). [2,000/3,000]
HERBERT MATTER (1907-1984)
123 ● PONTRESINA / SCHWEIZ.
381/2x24 1/2 inches, 97 3/4 x621/4 cm.
Condition A: minor repaired tears and restoration at edges.
Matter worked for two European ski resorts through his career as a poster designer; his native
Engelberg, and Pontresina. Swiss Graphic Design p. 88, Heller & Chwast p. 182. [1,200/1,800]
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