Abadie 1911
Buy this print on Etsy →Three crowned rivals who agree on nothing - except one thing. Abadie is Leonetto Cappiello's clever 1911 poster for France's premier maker of rolling papers, and its sly comedy is as sharp today as it was over a century ago.
Abadie, established in 1866, had long held its place as the country's leading brand, and Cappiello gave it an image worthy of that standing. Three crowned figures stand with their backs pointedly turned to one another, locked in mutual disagreement on nearly every subject - united only by their shared conviction in Abadie's superiority. The rendered crowns hint at the profiles of real monarchs, possibly Charles II of England and Louis XIV of France, enlisting the authority of history in the service of a humble product. It is a witty little parable of consensus, told with the economy and theatrical flair that made Cappiello the most sought-after poster artist of his generation.
Leonetto Cappiello (1875-1942), often called the father of modern advertising, revolutionised the poster with bold, witty figures that leap off vivid dark backgrounds. Rather than merely depicting a product, he gave each brand an unforgettable visual mascot - an approach that shaped commercial art for the entire twentieth century.
The work belongs to the Belle Epoque, the 'beautiful era' between 1871 and 1914 that was the golden age of the illustrated poster. Colour lithography allowed artists to cover Paris in vivid imagery, and pioneers such as Cheret, Mucha and Cappiello transformed everyday commercial advertising into sought-after collectable art.
Displayed at scale, a Cappiello poster becomes a genuine focal point. Its confident composition and vivid palette hold their own above a sofa, bed or console, anchor a gallery wall of mixed prints, and bring warmth, colour and a sense of history to a living room, hallway, dining room, home bar, study, kitchen or studio. Its playful cast of characters brings a smile to any room that likes a touch of wit.
Printed to order on premium 189 gsm museum-grade archival matte paper with fade-resistant pigment inks for rich, gallery-quality colour and crisp detail. Choose your size from the drop-down menu - 8x12, 12x18, 16x24, 20x30 or 24x36 inches. Carefully packaged and shipped rolled in a sturdy tube (or flat for the smallest size); frame not included.
This is a faithful reproduction of the original stone lithograph - colour-matched and printed to archival standards rather than a flat mass-market copy. It preserves the texture and character of the antique poster while arriving crisp, clean and ready to frame.
A memorable gift for anyone who loves vintage advertising art, Cappiello and Belle Epoque poster design - and a lasting way to bring a piece of poster history into a home, studio or workplace. Reproduced from a high-resolution scan of the original lithograph; subtle age-toning is part of its authentic historic character.
