Page 37 - Swann Galleries - Modernist Posters - Sale 2314 - May 13, 2013

JOSEP RENAU-MONTORO (1907-1982)
37 ● GRAN FERIA DE VALENCIA. 1935.
64x45 1/2 inches, 1621/2x1151/2 cm. Ortega, Valencia.
Condition B+: restoration along sharp horizontal folds; abrasions in image.
Renau was very active during the Spanish Civil War, supporting the Spanish Republic against Franco
and his fascist allies by designing posters for the cause. He was ultimately named General Director of
the Arts, in which position he was also in charge of safeguarding Spain’s cultural heritage. His graphic
design fluctuated between accomplished Art Deco and sophisticated photomontage, and he applied
his talents to military, propaganda, tourism, travel and cultural events. He designed several posters for
the Gran Feria de Valencia, beginning in 1929. The bold appearance of the Valencian flag on this
poster, one year prior to the outbreak of war, may have been an intentional attempt at stirring national
unity. Espana 367. [1,000/1,500]
MAGA (GUISEPPE MAGAGNOLI, 1878-1933)
38 ● GACETA DEPORTIVA. Circa 1925.
383/4x27 1/2 inches, 98 1/2 x70 cm. Maga, Milan.
Condition B+: restoration and overpainting along vertical and horizontal folds.
Magagnoli had worked for years as Vercasson’s agent in Italy. When he opened up his own agency in
the 1920s he employed the best Italian designers of the inter-war era. “Pupazzi, Nizzoli, Fabiano,
Terzi, Amaldi, and the young Severo Pozzati [Sepo]” were all under contract at the firm (Weill p. 275).
Regardless of the artist, the posters were generally just signed “Maga.” “Although stylistically very
different because they originated from different artists, Maga’s posters are almost always persuasive and
effective, as well as graphically of great interest” (Bolaffi p. 127). This poster, for a Spanish sports
magazine establishes the fact that Maga also had offices in Madrid. [800/1,200]
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