Pullman Gotthard Express | Basel – Milan

A rare and exquisite original poster from 1927—the height of the Art Deco era—published by the Swiss Federal Railways to promote the revived Gotthard Express, which began operating between Basel and Zurich on one side and Milan on the other in September 1927.

This was prompted by the success of the Compagnie Internationale des Wagons-Lits, founded by the Belgian Georges Nagelmackers, which—following the example of the American pioneer George Pullman—connected European metropolises with its lavish sleeping, salon, and dining cars—and in cooperation with the respective national railways—connected European metropolises—at the time the epitome of travel that was not only luxurious but also fast. The SBB did not want to be left behind; on the one hand, for reasons of prestige, and on the other, to dissuade the upper class from opting for the automobile, which was steadily gaining ground. By 1931, however, the project had already come to an end as a result of the Great Depression.

Just how important it was to SBB to attract a sophisticated, affluent clientele is clearly reflected in the motif: Unlike virtually all other Swiss train posters, there is no scenic beauty to be seen—it’s all about elegance and opulence, about savoir-vivre and the exclusivity of the elite. Which brings us to the artist: Although the design is unsigned and no single source attributes it to a specific artist, the appealingly refined style points to William Spencer Bagdatopoulos (1888–1965), who designed at least two other posters for Pullman trains, also printed in 1927—one of which is also unsigned.

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Swiss Federal Railways