Sketch for an advertising poster for the Richard-Ginori Ceramic Company

Dated to the first decade of the 20th century, the sketch advertising the Milan branch of Richard-Ginori was inspired by the Art Nouveau style. Executed in charcoal, pencil, and watercolour on paper, it depicts various types of products made by the factory. Among stacked plates, small dishes with a decorated rim possibly featuring floral motifs, a long-necked vase, and cups, some Art Nouveau style objects can be seen. The vase with a circular mouth in the foreground on the left shows on its slightly bulging body a decoration of stylized flowers, similar to other examples now at the Museo Ginori (inv. 2456). The tureen with a lid also features a radiating stem ornament on the outer part of the vessel.

The floral theme was widely employed by Richard-Ginori during its use of Art Nouveau in the early years of the 20^thcentury and was encouraged by the artistic director Luigi Tazzini. These motifs also accompany the search for newmotifs, often zoomorphic, as evidenced by the vase with facing peacocks, the true protagonist of the sketch. A masterpiece of Richard-Ginori’s Art Nouveau period, the piece is preserved in its large white porcelain version at the Museo Ginori (inv. 2001). The peacocks, which became a symbol for the Art Nouveau style on account of their graceful nature, are depicted resting on the shoulder of the vase, ideally covering it with both their feathered tails.

The advertising poster was meant to showcase the best that the Doccia factory could offer and to demonstrate its adherence to the popular styles of the time.