{"product_id":"hasselt-vieux-extra-vintage-advertising-poster-by-henri-cassiers-1924","title":"Hasselt Vieux Extra Vintage Advertising Poster by Henri Cassiers, 1924","description":"\u003cp\u003eHenri Cassiers’ \u003cem\u003eHasselt Vieux Extra\u003c\/em\u003e, published in 1924, turns a beverage advertisement into a genial rural anecdote. Two elderly companions sit outdoors at a small table: the man draws on a long-stemmed pipe, while the woman holds up a bottle as though punctuating their conversation. Chickens wander freely nearby, a dog dozes in the grass, and a windmill rises beyond the trees. Across this densely inhabited scene, warm browns and russet reds are set against abundant greens, giving the poster the easy sociability of a sunny afternoon.\u003c\/p\u003e\n\n\u003cp\u003eCassiers was a Belgian illustrator and designer particularly admired for commercial images that combined decorative clarity with an evocative sense of place. Here, rather than isolating the advertised drink as a modern consumer object, he places it within a reassuring world of companionship, domestic routine and country leisure. The approach is characteristic of early twentieth-century poster design, when artists increasingly gave branded goods distinctive narratives and personalities. In \u003cem\u003eHasselt Vieux Extra\u003c\/em\u003e, the product’s identity is built through atmosphere: convivial, established and comfortably rooted in local life.\u003c\/p\u003e\n\n\u003ch3\u003eA closer look\u003c\/h3\u003e\n\n\u003cp\u003eThe composition begins with the seated pair but soon opens into a chain of smaller observations. Their table occupies the central foreground, its horizontal top anchoring the figures amid the irregular growth of the garden. Beneath and around it, soft shadows articulate the ground without disturbing the overall brightness. At lower left, the brown-and-white dog forms a low, relaxed counterweight to the upright figures, while the scattered chickens introduce a more animated rhythm of small bodies, beaks and feet.\u003c\/p\u003e\n\n\u003cp\u003eCassiers uses clothing to distinguish the two companions and enliven the earthier palette. The woman’s plaid shawl is threaded with red and orange, creating one of the most intricate passages in the design; the man’s darker clothes and black-stemmed pipe give his silhouette a firmer graphic profile. Even the tabletop rewards attention, with a small brown-and-white morsel—apparently bread—resting near the man’s hand. These modest details make the encounter feel observed rather than merely staged.\u003c\/p\u003e\n\n\u003cp\u003eThe landscape extends gently behind them. Rolling green ground and a pathway carry the eye towards the windmill, whose pale blades appear between masses of foliage. Leafy trees frame the upper scene, while green shutters at the right bring architecture into the pastoral setting. Small white flowers punctuate the grass below. Above this abundance, the emphatic uppercase name provides the necessary commercial hierarchy: lettering and illustration remain clearly distinct, yet the brand is made memorable by the story unfolding beneath it. A smaller line at lower left identifies “Jos. Notermans, Hasselt”.\u003c\/p\u003e\n\n\u003ch3\u003eContext and significance\u003c\/h3\u003e\n\n\u003cp\u003eHasselt, in Belgian Limburg, has a long-standing association with distilled drinks, making the place name itself a meaningful part of the poster’s appeal. Cassiers does not rely on technical information or an austere display of the bottle. Instead, he associates the beverage with age, familiarity and neighbourly enjoyment. The elderly sitters suggest an established custom rather than a passing fashion, while the windmill, animals and cultivated greenery reinforce a deliberately local, unhurried character.\u003c\/p\u003e\n\n\u003cp\u003eVisually, the design balances illustrative richness with the directness required of advertising. Smooth areas of saturated colour, decisive outlines and readily legible forms allow the scene to register quickly, but its many incidental details encourage slower looking. That dual quality—immediate as promotion, rewarding as illustration—is central to the poster’s charm and to Cassiers’ assured negotiation between art and commerce.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eChoosing the right size and finish\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eArtwork can feel intimate at smaller sizes and dramatically more architectural at larger ones. Use the room preview, model image and size guide to see how the proportions and scale will work in your space.\u003c\/p\u003e\n\n\u003cp\u003eIf you need an exact size, specialist framing or help planning a larger display, \u003ca href=\"\/es\/pages\/contact-us\"\u003eask our workshop for advice\u003c\/a\u003e.\u003c\/p\u003e\n\u003cp\u003eThe model in the listing images is holding the 36x24in (90x60cm) version of this art print.\u003c\/p\u003e\n\u003cp\u003eWhere personalisation is available, you can add a short title or dedication, or one considered visual detail. \u003ca href=\"\/es\/pages\/map-personalisation\"\u003eSee examples of personalised artwork\u003c\/a\u003e.\u003c\/p\u003e\n\n\u003cp\u003eChoose Original to retain the colour and character of the source artwork, or Aged for a warmer, more antique appearance. \u003ca target=\"_blank\" href=\"\/es\/pages\/sepia-aged-maps\"\u003eSee examples of our Aged artwork\u003c\/a\u003e.\u003c\/p\u003e\n\n\u003cp\u003eEvery piece is produced to archival standards using fade-resistant pigment inks on acid-free matte art paper. Choose an art print, framed art print or framed canvas using the finish options above.\u003c\/p\u003e\n\n\u003cp\u003eFramed art prints use crystal-clear optical acrylic for excellent clarity, lower weight and safer delivery than glass. Each piece arrives professionally framed and ready to hang.\u003c\/p\u003e\n\n\u003cp\u003eSelected artworks can be produced at statement sizes up to 3 metres (10ft). Custom sizing and \u003ca target=\"_blank\" href=\"\/es\/pages\/custom-framing\"\u003especialist framing\u003c\/a\u003e are also available. If the exact option you need is not listed, \u003ca target=\"_blank\" href=\"\/es\/pages\/contact-us\"\u003econtact our workshop\u003c\/a\u003e.\u003c\/p\u003e","brand":"The Unique Maps Co.","offers":[{"title":"A4 (210x297mm) \/ Art print","offer_id":67650127036807,"sku":null,"price":226.0,"currency_code":"CNY","in_stock":true},{"title":"A4 (210x297mm) \/ Framed art print","offer_id":67650127069575,"sku":null,"price":542.0,"currency_code":"CNY","in_stock":true},{"title":"A4 (210x297mm) \/ Framed canvas","offer_id":67650127102343,"sku":null,"price":632.0,"currency_code":"CNY","in_stock":true},{"title":"12x18in (30x45cm) \/ Art print","offer_id":67650127135111,"sku":null,"price":352.0,"currency_code":"CNY","in_stock":true},{"title":"12x18in (30x45cm) \/ Framed art print","offer_id":67650127167879,"sku":null,"price":948.0,"currency_code":"CNY","in_stock":true},{"title":"12x18in (30x45cm) \/ Framed 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