{"product_id":"martini-rossi-vintage-vermouth-poster-by-leonetto-cappiello-1920","title":"Martini \u0026 Rossi Vintage Vermouth Poster by Leonetto Cappiello, 1920","description":"\u003cp\u003eLeonetto Cappiello’s \u003cem\u003eVermouth Martini\u003c\/em\u003e (1920) turns a drinks advertisement into an explosive display of movement. A youthful, muscular figure bounds forwards with a bottle in each hand, his draped garment streaming around him as if caught by the force of his leap. Behind him, jagged yellow rays burst across a deep blue ground, concentrating the brightest colour around the body and bottles. The product name occupies the lower portion in emphatic green lettering: figure, brand and colour are organised for immediate recognition.\u003c\/p\u003e\n\n\u003cp\u003eItalian-born Cappiello was among the defining figures of early twentieth-century poster design. After establishing himself in Paris as a caricaturist, he developed an advertising language based on radical visual economy: one memorable figure, sharply isolated against a dark field, supported by concise typography. This approach was particularly effective on busy city streets, where a poster needed to register quickly and remain distinct from its surroundings. In \u003cem\u003eVermouth Martini\u003c\/em\u003e, the heroic bearer and radiant backdrop make the drink less the subject of a conventional sales scene than the centre of a vivid graphic emblem.\u003c\/p\u003e\n\n\u003ch3\u003eA closer look\u003c\/h3\u003e\n\n\u003cp\u003eThe figure’s pose gives the composition its urgency. His torso twists as one leg drives forwards and the other trails behind, while his arms extend the two bottles to either side. These opposing diagonals prevent the centrally placed body from becoming static. The folds of the garment continue the movement, curving around the hips and legs, while subtle modelling across the flesh gives the figure a sculptural presence against the flatter background.\u003c\/p\u003e\n\n\u003cp\u003eCappiello uses the bottles as both objects and visual anchors. Their upright silhouettes interrupt the sweep of the outstretched arms, and the clearly marked “MARTINI” labels ensure that the brand remains legible amid the action. Small decorative details on the labels reward closer attention, but they never compete with the poster’s broad structure. The eye moves first to the illuminated figure, then to the paired bottles, and finally down to the large words “VERMOUTH MARTINI”. Beneath, the smaller line “MARTINI \u0026amp; ROSSI – TORINO” supplies the company name and place with deliberate restraint.\u003c\/p\u003e\n\n\u003cp\u003eColour carries much of the message. Acid-bright yellows radiate into the surrounding dark blue, with warmer flesh tones mediating between them. Green lettering introduces another saturated note at the base, securing the typography as part of the composition rather than a caption added afterwards. The rays vary slightly in tone and width, creating an impression of pulsing light while preserving the clarity of flat, outlined forms.\u003c\/p\u003e\n\n\u003ch3\u003eContext and significance\u003c\/h3\u003e\n\n\u003cp\u003eBy 1920, commercial posters increasingly depended upon distinctive pictorial identities rather than long explanations or elaborate narrative scenes. Cappiello’s work helped shape this change. His figures are often theatrical, exaggerated and immediately comprehensible, designed to lodge in the memory through silhouette and gesture. Here, the leaping bottle-bearer performs that function: an exuberant personification of speed, vitality and abundance, conceived on a scale suited to public display.\u003c\/p\u003e\n\n\u003cp\u003eThe design also demonstrates how closely Cappiello could integrate illustration and branding. Neither the figure nor the lettering operates independently; the radiating background drives attention towards the bottles, while the dense block of text stabilises the airborne action above. The result is an advertisement with the compact force of a symbol—an especially energetic example of the graphic clarity that made Cappiello’s posters so influential in modern visual culture.\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=\"\/fr\/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 18x24in (45x60cm) 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=\"\/fr\/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=\"\/fr\/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=\"\/fr\/pages\/custom-framing\"\u003especialist framing\u003c\/a\u003e are also available. If the exact option you need is not listed, \u003ca target=\"_blank\" href=\"\/fr\/pages\/contact-us\"\u003econtact our workshop\u003c\/a\u003e.\u003c\/p\u003e","brand":"The Unique Maps Co.","offers":[{"title":"8x10in (20x25cm) \/ Art print","offer_id":67640656724359,"sku":null,"price":227.0,"currency_code":"CNY","in_stock":true},{"title":"8x10in (20x25cm) \/ Framed art print","offer_id":67640656757127,"sku":null,"price":545.0,"currency_code":"CNY","in_stock":true},{"title":"8x10in (20x25cm) \/ Framed canvas","offer_id":67640656789895,"sku":null,"price":636.0,"currency_code":"CNY","in_stock":true},{"title":"A4 (210x297mm) \/ Art print","offer_id":67640656822663,"sku":null,"price":227.0,"currency_code":"CNY","in_stock":true},{"title":"A4 (210x297mm) \/ Framed art print","offer_id":67640656855431,"sku":null,"price":545.0,"currency_code":"CNY","in_stock":true},{"title":"A4 (210x297mm) \/ Framed 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