Salon Des Cent Hall de la Plume poster – Alphonse Mucha – Les Maitres de L’Affiche Pl 94
There is no doubt that Mucha’s career was well and truly on the rise when he created this remarkable Salon des Cent Hall de la Plume poster. Just twelve months earlier, the Czech-born artist had caused an immediate sensation, setting the Parisian art world alight with his Gismonda poster for the renowned actress Sarah Bernhardt.
The success of the Bernhardt poster brought Mucha numerous commissions for advertising posters. He designed posters for JOB cigarette papers, Ruinart Champagne, Lefèvre-Utile biscuits, Nestlé baby food, Idéal Chocolate, the Beers of the Meuse, Moët-Chandon champagne, Trappestine brandy, and Waverly and Perfect bicycles.
In 1896, the French poet and novelist Léon Deschamps founded the French art magazine La Plume. Deschamps invited Mucha to join the Salon des Cent, an art gallery at 31 Rue Bonaparte in Paris, France. Established in 1894, the gallery became renowned for its exhibitions showcasing the works of contemporary artists, offering posters, prints, and reproductions of artwork to the public at reasonable prices.
The gallery sold lithographic prints of works by luminary artists such as Eugene Grasset, Georges de Feure, Pierre Bonnard, Toulouse-Lautrec, Paul Berthon, Steinlen, Evenpoël, James Ensor, Rassenfosse, and the American Louis Rhead.
The Iconic Salon des Cent Hall de la Plume Poster Design
In a heartfelt display of gratitude, Mucha crafted this poster design for the twentieth edition of the art exhibition. It was a tangible expression of thanks for the invitation to join the ranks of the magazine’s esteemed cohort of artists. The partnership flourished, with La Plume taking the helm in exclusively marketing Mucha’s posters and ornamental panels through their art department.
This alliance proved an artful union, solidifying their collaboration. Marking his meteoric ascent, the magazine then paid homage to his mastery with a solo exhibition the very next year, an eloquent salute to his artistic prowess that resonated deeply.
The Salon des Cent Hall de la Plume poster maintains Mucha’s characteristic style based on curved lines, light tones, flattened colours, and strong outlines. In this print, he even recalled the stars motif employed on the Sarah Bernhardt posters. The hand-drawn typography reads “Salon des Cent. XXme Exposition du Salon des Cent” and provides the show dates as March and April 1896, the entry price as 50 centimes, and the venue details as the Hall de la Plume at 31 Rue Bonaparte – Paris.
A Closer Look at the Imagery
Mucha’s posters focused almost entirely on exquisite women, and the Salon des Cent Hall de la Plume poster maintains that theme. The focus is on a young woman seated in an artistic pose. Holding her paintbrush and a quill in her left hand, it is difficult to distinguish whether she is the artist or the artist’s model. The quill, which in French is “la plume,” is a direct reference to the name of the monthly publication.
The young mademoiselle is resting her chin on her hand, her eyes closed in a moment of contemplation, while her auburn hair cascades down over her shoulders and torso, falling gently onto a white, Greek-style robe that drapes over her legs. The hair is held from her face by a gossamer headband that falls over her naked chest.
Bare breasts have always played an important role in fine art painting and poster designs. Here it is likely Mucha is referencing the Eugene Delacroix painting “Liberty Leading The People,” where the symbolism of the naked breasts denotes freedom and revolution. Mucha’s model epitomises the statues of ancient Greek or Roman goddesses.
Les Maîtres de l’Affiche Plate 94
Beyond its visual allure, the Salon des Cent Hall de la Plume poster is a testament to artistic legacy and craftsmanship. Its significance is underscored by its inclusion in the esteemed Maîtres de l’Affiche (Masters of the Poster) collection as Plate 94. This groundbreaking collection, created by Jules Chéret, aimed to celebrate and preserve the finest examples of poster art from the late 19th century.
The project played a pivotal role in elevating poster design to a new level of artistry. It involved the reproduction of larger posters into a smaller, more manageable format, making these remarkable works accessible to a broader audience. The collection consisted of 256 colour lithographic plates, each measuring 40 x 29 cm.
Delivered monthly to subscribers between 1895 and 1900, these reproductions echoed the grandeur of the originals and bore the prestigious name of “Imprimerie Chaix” in the margin, a testament to their authenticity.
This inclusion in Les Maîtres de l’Affiche confirms the Salon des Cent Hall de la Plume poster’s status as a masterpiece. The smaller-sized reproductions retained the essence of the original posters, allowing art enthusiasts and collectors to appreciate the intricate details, vivid colours, and artistic techniques that defined this emerging form of visual communication. Mucha’s work, along with that of other luminaries like Toulouse-Lautrec and Steinlen, was preserved for posterity through this innovative project.
What is the meaning of Salon des Cent?
The Salon des Cent, which translates to “Salon of the One Hundred,” was a unique art exhibition and gallery located at 31 Rue Bonaparte in Paris during the late 19th and early 20th centuries. It was founded in 1894 by Léon Deschamps, the visionary behind the avant-garde publication La Plume.
What set the Salon apart was its dedication to making art accessible. Unlike traditional galleries, it offered a dynamic collection of posters, prints, and reproductions at reasonable prices. This made art available to a wider audience, bridging the gap between the artistic world and everyday life.
From its founding until 1900, the Salon des Cent became a key platform for contemporary graphic artists, helping to launch the careers of many emerging talents. The exhibitions showcased a wide range of artistic expressions, from elaborate posters that adorned the walls to carefully crafted prints.
Notably, the very posters used to promote the exhibitions became sought-after collector’s items themselves. By providing a space for both established and emerging artists to share their work, the Salon des Cent played a crucial role in shaping the Parisian art scene, sparking conversations and inspiring new artistic directions. It acted as a vital link between the traditional art world and the evolving tastes of the era.
How much is an original Salon des Cent Hall de la Plume poster worth?
It is ironic that a poster created to promote an exhibition offering art at reasonable prices has itself become a highly sought-after collector’s item. Original stone lithograph prints of this stunning Salon des Cent Hall de la Plume poster were produced in five colours—beige, dark olive, grey olive, carmine red, and gold—by the Parisian printer F. Champenois.
Such is the scarcity and demand for original copies that they command significant prices at auction or for private sale. While an original copy was listed for over £37,500 in 2023, prices for other Mucha posters can range from £15,000 to £20,000. Even the smaller reprints published for the Les Maîtres de l’Affiche collection have been known to fetch over $4,500.
Reproductions: A Fantastic Alternative
There’s no argument from us: if you can find an original copy and can afford it, you’re on to a winner. Owning an original vintage poster is a unique experience and often a great investment. Unfortunately, for most of us, an investment at this level isn’t 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. A reproduction of the Salon des Cent Hall de la Plume poster allows you to enjoy the beauty and history of this masterpiece without the prohibitive cost. Order your reproduction today!
