| Creator | Carl Moos |
| Printing year | 1930 |
| Sheet size (cm) | 99×64 |
| Printing technique | Lithograph |
| Printer | Art. Institut Orell Füssli |
| Condition | A |
| Asking price | 0 CHF |
| Categories | Grisons, Switzerland |
Extremely rare Swiss Original Travel Poster that the St. Moritz Tourist Office commissioned from Carl Moos in 1930 and which – in this case – was more likely to attract summer visitors in France than in French-speaking Switzerland. At the same time, it is pretty much the last classic (i.e. picturesque or, depending on your point of view, conventional) Travel Poster of the Engadine spa resort that advertised the beauty of the landscape, as magnificent as the view may be from the northern slopes to the lakes of St. Moritz, Silvaplana and Sils as well as the characteristic Piz de la Margna.
With the appointment of Walter Amstutz as spa director and his early collaboration with Walter Herdeg, a different, more modern wind began to blow – completely in line with the development not only of Swiss Poster Design towards more restraint, clarity, abstraction and photography. However, it is in the nature of things that this was easier to implement for Product or Event Posters than for Travel Posters.
more on the topic:
example of an early St. Moritz Travel Poster that broke with the painterly tradition:
example of an Avant-Garde Poster using objective clarity:
Lectures on Crafts & Industry | Conference of the Swiss Werkbund