An advertising poster designed by Leopoldo Metlicovitz in 1933. Metlicovitz stands among the founders of modern Italian poster art, alongside Leonetto Cappiello, Adolf Hohenstein, Giovanni Maria Mataloni and Marcello Dudovich.
The poster exemplifies the commercial graphic tradition Metlicovitz refined over decades of work in Milan. His career began in Udine, where he apprenticed in lithography before being recruited by Giulio Ricordi, the influential music publisher, to work at the Officine Grafiche. From 1892 onward, Metlicovitz created posters and illustrations for Ricordi’s music editions, establishing himself as a master of the medium. By the 1930s, when this poster was made, he had become a commanding figure in Italian graphic design.
About Leopoldo Metlicovitz
Born in 1868, Metlicovitz trained in lithographic printing and rose to prominence through his work for one of Italy’s most prestigious publishers. His technical skill and pictorial vision shaped the visual language of Italian commercial art in the late nineteenth and early twentieth centuries.
Details
- Creator: Leopoldo Metlicovitz
- Year: 1933
- Object type: Advertising poster
- Medium: Lithography
- Movement: Modern Italian poster art
Frequently asked questions
Who was Leopoldo Metlicovitz?
Leopoldo Metlicovitz (1868–1944) was an Italian painter, illustrator and poster designer regarded as one of the fathers of modern Italian poster art. He trained in lithography and spent his career creating advertisements and illustrations, chiefly for the Ricordi music publishing house in Milan.
What made him significant in poster design?
Metlicovitz was counted among the founding figures of modern Italian poster art, alongside Cappiello, Hohenstein, Mataloni and Dudovich. His technical mastery of lithography and his pictorial talent established standards for commercial graphic design in Italy.
What was his connection to Ricordi?
Metlicovitz joined the Ricordi publishing house as technical director in 1892 and remained there throughout his career, creating posters and illustrations for the company’s music editions and becoming instrumental in shaping its visual identity.
