Sale 2520 | Lot 379
(NEW YORK--REAL PHOTO POSTCARD MAQUETTES) A fascinating advertising archive comprising 70 montaged original collage maquettes created for eventual use as promotional postcards for local establishments in the greater New York City area. Including an abundance of service establishments in the Bronx, Manhattan, Queens, Westchester, and Long Island, nearly all of which offer "drinking, dining, and dancing." The watering holes and eateries range from lavish and formal to taverns and down-home dives. The photographs or montaged diptychs mostly feature affixed labels identifying a combination of the business, address, proprietor, and nature of the entertainment or atmosphere, while some purport such claims as "Genuine Italian spaghetti," "Most popular nite-spot in the Bronx," and "The happiest place in town." Silver prints, the images measuring 3x5 to 10x6¼ inches (7.6x12.7 to 25.4x15.9 cm.), some with smaller elements montaged together on larger mounts, nearly all with the aforementioned text labels affixed, and a few with additional retouching marks or text, and inventory numbers, in ink, on recto. 1940s
[1,500/2,500]
