FRANK NEWBOULD (1887-1951). JERUSALEM. 1929. 40x60 inches, 101x152 cm. Waterlow & Sons Ltd., London.

Lot 54: FRANK NEWBOULD (1887-1951). JERUSALEM. 1929. 40x60 inches, 101x152 cm. Waterlow & Sons Ltd., London.

Swann Auction Galleries

October 27, 2016, 1:30 PM EST
New York, NY, US
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Description: FRANK NEWBOULD (1887-1951) JERUSALEM. 1929. 40x60 inches, 101 1/2x152 1/2 cm. Waterlow & Sons Ltd., London. Condition A- / B+: minor repaired tears, minor creases and staining in margins; creases and minor restoration along vertical and horizontal folds. The Empire Marketing Board, which existed from 1926 to 1933, was formed to promote and stimulate trade of Empire goods, and served to trumpet the breadth of the British dominions. Frank Pick, who had played a pivotal role in developing the use of posters for the London Underground, was chosen to lead its publicity department. He brought the same artistic vision to his new role - helping to create another phenomenal poster campaign. The roster of artists under his supervision included both the crème de la crème of British poster designers (many of whom Pick had already worked with for the Underground), and scores of lesser known artists eager to have their work represented by such a "major patron of commercial art" (EMB p. 7). "The Empire Marketing Board published in its lifetime around 800 different designs, mainly as posters for hoardings or shop window displays" (ibid p. 1). This was one of a three-image set Newbould designed promoting what was then Palestine (the other two were Jaffa and the River Jordan). "In commissioning a number of established artists to depict the general scenes now on view, the Empire Marketing Board aims at making the Empire 'come alive' before the eyes of the public, and thus at preparing a background against which more specific efforts to press the sale of Empire produce can later be thrown into relief" (Commercial Art vol. 1, December 1, 1926, p. 241). Art for All p. 160.
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