Page 63 - Swann Galleries - Modernist Posters - Sale 2314 - May 13, 2013

LOUIS C. KALFF (1897-1976)
74 ● PHILIPS. Circa 1928.
46x31 inches, 1163/4x783 /4 cm.
Condition B+: repaired tears and restoration in margins and corners; pin holes in corners.
Kalff worked for Philips for nearly 40 years. He joined the company in 1925, worked as general Art
Director and then became head of “artistic propaganda” in 1928. Although Kalff was proficient in Art
Deco design (as seen in his striking poster for the Dutch resort of Scheveningen in 1931), this poster
for Philips stands out from his other posters for the company which generally consisted of realistic
renderings of different light bulbs. Here, in a serene night time scene, the sweeping arch of a bridge
and the broad swath of a car’s headlights exude technology, progress, strength and security. The image
effectively distills an unsettling premise, “a car, on a dark bridge, at night” into a simple, comforting
image, all in an elegant Art Deco style. No slogan is needed, just the name of the company in bright,
legible lettering. Kalff was also well regarded as a designer of lamps. Euro Deco p. 396.
[2,500/3,500]