La Victoria Arduino poster – Leonetto Cappiello
Captivating Imagery of the La Victoria Arduino Poster
The vintage La Victoria Arduino poster is one of renowned artist Leonetto Cappiello’s most famous designs, known internally at the company as ‘The Train.’ This masterpiece captures a dynamic scene of a well-dressed gentleman leaning out of a speeding railway carriage, effortlessly serving himself an espresso from a Victoria Arduino coffee machine. The image powerfully suggests that the company’s famous machines are so quick and efficient that one doesn’t even need to stop for a superb cup of coffee.
This vivid depiction of the La Victoria Arduino poster highlights the machine’s speed and reliability through a clever and memorable visual metaphor. The sleek design of the train and the fashionable attire of the gentleman reflect the sophistication and luxury associated with the brand’s products. Cappiello’s use of bold colours and strong lines makes this a standout piece of early 20th-century commercial art, perfectly embodying the spirit of the Art Deco movement.
The Legacy of Victoria Arduino
This famous La Victoria Arduino poster was created in 1922 for Victoria Arduino, an Italian company that has specialised in the manufacture of high-end espresso machines since its founding in 1905. Victoria Arduino continues to produce a distinguished range of products, including espresso machines, grinders, and accessories. The brand is celebrated for the quality, durability, and stylistic elegance of its machines.
Victoria Arduino has a long and storied history of innovation, with its machines gracing some of the world’s most popular cafes and restaurants. The enduring appeal of the brand is perfectly encapsulated by the artistry of the La Victoria Arduino poster, a testament to its commitment to excellence. The poster itself has become as iconic as the company it represents.
A Masterpiece for Collectors
The Victoria Arduino poster is an excellent example of Cappiello’s exceptional skill as an illustrator, and its creation helped cement his reputation as one of the most popular commercial artists of his era. His bold and imaginative style, which broke from traditional pictorial realism, made his work instantly recognisable and highly effective. This particular La Victoria Arduino poster is considered a pinnacle of his career.
Today, the La Victoria Arduino poster is highly sought after by collectors and enthusiasts of vintage art and advertising. It remains a truly iconic image of early 20th-century design, representing not just a product, but a moment in time when speed and modernity were highly valued. Owning this Victoria Arduino poster is a way to possess a piece of design history.
Who is Leonetto Cappiello?
Leonetto Cappiello was an Italian graphic artist and a true pioneer of modern advertising. Considered one of the most influential figures in the history of commercial art, he is a giant in the world of poster design. Cappiello’s unique style fused elements of satire, caricature, and Art Nouveau, creating striking images that were often controversial yet always captivated the public’s attention.
Cappiello’s innovative approach broke away from the more traditional, literal poster designs of his time. His work focused on creating a bold, eye-catching visual metaphor for a product, rather than a simple depiction. This ground-breaking technique made his posters instantly memorable and highly effective, helping to shape the very nature of modern advertising.
An Iconic Legacy in Commercial Art
Throughout his remarkable career, Leonetto Cappiello created more than 530 poster lithographs, leaving an indelible mark on the industry. His work helped to popularise several well-known products, including Perrier water, Campari liqueur, and Fiat automobiles. He also produced iconic posters for the French railways, which remain highly celebrated today.
The work of Leonetto Cappiello continues to influence graphic designers and poster artists to this day. His original posters are highly sought after by collectors and command high prices at auctions worldwide, a testament to their enduring appeal and artistic merit. His legacy is one of creativity, innovation, and a profound understanding of how to connect with an audience.
As huge fans of his work, we at Heritage Posters are proud to offer an extensive collection of Leonetto Cappiello’s remarkable posters. We currently have almost 50 of Cappiello’s designs available for purchase on heritage-posters.co.uk and are regularly adding new pieces to our selection. Each poster is a piece of art history, reflecting the genius of a man who changed the face of advertising forever.
Other Leonetto Cappiello posters
Cappiello created his first poster in 1901. It was for the French magazine Le Frou Frou. It was the start of a 40-year career during which he is estimated to have created over 3,000 posters. Today many of his original lithographic prints fetch some incredible prices.
Cappiello’s fabulous 1920 Mistinguett poster by Leonetto Cappiellois a personal favourite. It features the French chanteuse from the vantage point from an opera box with the star looking up towards us. She is dressed in a typically flamboyant white feather dress with long white ribbons billowing around her.
She is also wearing a more modest than usual headdress that resembles horns or long ears. A copy of this highly sought-after lithographic print was listed in an online vintage poster auction in 2018. It had a guide price of between $8,000-$10,000. It sold for $15,600.
The impressive Automobiles Charron poster featuring a woman climbing into her chauffeur-driven car on her way to Christmas shopping can command prices in excess of £8,000. At the time of listing (2019) a poster created for Bitter Campari, in 1921, depicting one of Cappiello’s characters appearing from a peeling orange skin was listed for just over £15,000.
The 1900 poster advertising Cachou Lajaunie breath mints was also available, with a $4,000 price tag. One of his rare travel posters promoting golf in Font-Romeo in its original form fetches over £13,000 on the rare occasions they come to auction. The famous 1929 stone lithographic print for Parapluie Revel featuring three gentlemen battling the weather with their umbrellas is another that can command a hefty price of over £13,000.
Other Leonetto Cappiello posters such as the 1927 Cognac Monnet poster with a young woman in a red dress drinking from a cup of sunshine is worth around $7,500, whilst a 1921 print for Cordial Campari Milano depicting a Pierrot-type clown drinking from a bottle of the golden beverage commands a price of $15,000.
His poster for another alcoholic drink Contratto depicting a woman holding a huge champagne glass overflowing with drink regularly sells for £4,000. Cappiello’s Cognac Albert Robin poster reaches prices of £6,500 whilst the 1903 poster for Mele titled Novita per Signora sells for more than £32,000.
Another popular poster is the 1921 Cafe Martin poster featuring the Turkish man leaping from a cup of coffee that could currently be purchased for a little over £31,000. Even many Leonetto Cappiello reproduction prints sell for between £250-£600.
Of course, if you can find an original copy and can afford to buy it, you’re on to a winner. There’s nothing like owning an original vintage poster and they often make a great investment. Chances are in just a few years you’ll be able to sell it for more than you paid for it.
Unfortunately, for most of us, an investment, even at the entry-level prices of the collectible poster isn’t even close to being a possibility. This is where our stunning high-quality reproductions come into their own. They cost a fraction of an original and look absolutely fantastic when they’re framed and hung on your living room wall.
Our superb reproduction print means you have a copy of this poster hanging on your wall in just a few days. Add a touch of French flair to your home decor. Order your repro La Victoria Arduino poster today!
