Part II: La Maison Moderne by Manuel Orazi
The advertisement poster for La Maison Moderne was created by Manuel Orazi in 1902. La Maison Moderne was founded by Julius Meyer-Graefe in 1898. La Maison Modern was a store that sold the latest decorative objects and furnishings in the Art Nouveau style. As an Art Nouveau artist that focused on ornamental and decorative elements in his designs, Orazi was the perfect candidate for this advertisement. Meyer-Graefe chose some of the best designers to create advertisements for La Maison Moderne and Orazi was one of them. This poster by Orazi features a glamorous woman, dancer Cléo de Mérode, wearing a royal blue outfit adorned in extravagant jewelry, reminiscent of a peacock. She sits on an elegant chair and behind her is a selection of objects including pottery, lamps, jewelry, and combs that were being sold at the La Maison Moderne at that time. Orazi’s stylistic illustration paired with the content the poster is advertising perfectly encapsulates the Art Nouveau movement. Art Nouveau wasn’t exclusively an illustrative movement. The style was also implemented in furniture designs and normal everyday objects at that time.
References
ATGReporter. (2021, February 8). La Maison Moderne poster among top art nouveau offerings at Swann. Antiques Trade Gazette. Retrieved April 6, 2022, from https://www.antiquestradegazette.com/print-edition/2021/february/2479/international/la-maison-moderne-poster-among-top-art-nouveau-offerings-at-swann/#:~:text=La%20Maison%20Moderne%20was%20founded,%2C%20glass%2C%20lamps%20and%20sculpture.
Ryann, I really like this poster, and I think it is a great example of turn of the 20th century Art Nouveau, like you mentioned. I am personally very drawn to the contrasting colors (blue/orange and red/green) that make up the center. In my opinion, European fashion and art have always been a trendsetter in this regard. I also really like the gradient outline of the text; the most noticeable outline in the center blending into the background more as it progresses right. I think it is very interesting how trends tend to come full circle. I feel almost like this could be a modern advertisement imitating vintage style, which has become somewhat trendy of late.