L’art de la seducció. La bellesa al servei de la publicitat

Exhibition devoted to the Modernist poster as an advertising tool, with works by four authors of Art Nouveau and Modernisme: Alphonse Mucha, Henri Privat-Livermont, Gaspar Camps and Alexandre de Riques.

The exhibition brings together Modernist posters and explains how, in a context of industrialisation and the growth of consumer society, these pieces ceased to be limited to advertising products or events and became works capable of combining creativity and persuasion. Their language relies on illustration, colour, typography and ornamentation, resources that made posters, present on city streets, a distinctive visual expression in their own right.

The route is organised around four leading figures of the movement: Alphonse Mucha, Henri Privat-Livermont, Gaspar Camps and Alexandre de Riques. Each, from different perspectives, helped define the aesthetics of modern advertising and consolidate the poster as one of the most representative manifestations of Art Nouveau and Modernisme.

The exhibition is presented at the Espai Cultural Fòrum Berger Balaguer, an exhibition space in Vilafranca del Penedès.