eConnoisseurs will tell you: in popular art, enamelled and advertising plates are sure values. This July 17th, lots of enamelled and advertising plates will be sold at auction, with the auction house Ivoire Bordeaux, as it stands: enough to delight collectors and lovers of vintage objects.
What is an enamelled plate?
The enamelled plaque reached its peak during the first decades of the 20th century. It is a sheet metal plate: the dimensions and formats can thus vary on demand. It is used as a medium and advertising object, very popular in the 1920s to the 1960s. The design at the time offered some variations: the smooth and flat enamel plate, the enamelled plate with a relief or the enamelled plate stamped with illustrations and words in relief. The flattened sheet is decorated with enamel using various installation, fixing and protection processes. The houses and signs had their own enamelled plates, some of which marked generations. Examples include Beka Matelas plates decorated with the three little kittens, yellow advertisements on a blue background of the Kub broth, Primagaz’s butane gas advertising panels, the mythical enamelled plates of Harley Davidson motorcycles or the unforgettable ones Coca-Cola lithographs and its pin-ups. In addition, enamelled plates were also used for indications: street signs, signs, house numbers, etc. Among the advertising objects of this period, we can also mention some accessories such as ashtrays, coin pickers, pitchers, glasses. Thus, the first half of the 20th century had a veritable catalogue of advertising materials, copies of which are to be discovered this July 17, 2019, with Ivoire Bordeaux at 136 Quai des Chartrons, 33300 Bordeaux in France. 346 illustrated lots, representative of the advertising stamp of that time, await their buyers.
Auctions of enamelled plates in Bordeaux: meeting spree for enthusiasts of old brands
The 346 illustrated lots offer a nice variety of retro advertisements. In this collection, for example, we find the enamelled plates of the Malt Kneipp brand superbly illustrated by Georges Beuville nicknamed La Palette and who was one of the renowned illustrators of his generation. Enthusiasts will also love the Chocolat Menier plate on a yellow and blue background, representing a young girl and her basket. The drawing is signed Firmin Bouisset: little anecdote on the Menier plaque, the girl, emblematic of the house, is none other than Bouisset’s daughter, Yvonne. Also in chocolate, collectors will appreciate the enamel plate of the house Delespaul Halvez which represents children at the table and the word “chocolate” dripping with gluttony. This plaque comes straight out of the factory of the Alsatian Emaillerie which was the largest producer of enamelled advertising products during the first half of the 20th century.
Auctions of enamelled plates in Bordeaux: find vintage beverage advertisements
Appetizers, wine and digestives have long used enamel supports for their advertising. Among the illustrated lots auctioned are several original copies sold as they are. Among these vintage plates, collectors will be able to choose between several advertisements of beverage brands such as Moko rum, available in cardboard triptych or enamelled plates fashioned by the Alsatian Emaillerie in Strasbourg. Moko rum racks are decorated with the design of its legendary bottle in the colours of Jamaica and Martinique and the words “on sale here” or “the best rums”. In the same spirit, the advertising plate of the brand of rum Saint-James, stamped and screen-printed sheet. The piece shows the drawing of a bottle of Saint-James and in the background, in an elegant medallion, the Martinique landscape of the Sainte-Marie distillery where this agricultural rum is produced. Screen printing is the work of printer Andreis and Cie Marseille. Other finds for a lucky collector: an old martini aperitif in repulsed painted sheet metal; a Picon plaque illustrated by the Spanish poster artist Gaspar Camps, which combines his favourite subject, the Spanish woman; a Spalthaller triangular plate depicting the drawing of a glass placed on the globe. Several other brands are present in this illustrated collection: the Grand Marnier, the Cayman Rum, the San José rum of Martinique, the old Luceta rum, the Toni-Kola wine, the Matouba Rum to name but a few.
Auctions of enamelled plates in Bordeaux: the old advertising thermometers
Advertising thermometers were the flagship products of the enamelled sheet metal support. Several brands have adopted this personalized plate holder, incorporating a thermometer. The lots of old advertising materials sold at auction offer a plethora of personalized thermometers: the enamelled plate with thermometer venting the merits of a sunscreen from Bayer Delial, decorated with the pretty smile of a pin-up of the 50s or Nivéa’s very summery plaque with a beautiful young woman in a swimsuit on a beach, carrying a balloon inspired by the brand’s logo. Fans of rare pieces will also love the Evian plate with a thermometer embedded in a bottle or the plate La Vache Qui Rit, decorated with the famous drawing of the laughing cow of illustrator (according to ) Benjamin Rabier. You will also notice the plate with cadum Soap thermometer. You can see on the enamelled face of the chubby toddler, the face of the range since the very first baby Cadum in 1925. Other brands and products have their own custom thermometers: the health tea of the Grande Chartreuse, Picon and its glass thermometer, Pepsi-Cola with the logotypé capsule prominently on the support.
Auctions of advertising objects in Bordeaux: vintage goodies
In this day and age, they’re called goodies. It is these small advertising objects declined from a brand that are distributed to visitors, employees, customers of a company. Far from being an innovation of the 21st century, goodies were present in other forms. In these illustrated lots, we will particularly note the collection of wooden or metal card boxes, card holders and tokens, custom fan swords in the effigy of the brands, some of which are inspired by the size of the bottle. Note also sheet plates with illustrations, ashtrays, spouts and ceramic pitchers, glasses, mugs. Cointreau, Pernod, Lillet, Suze, Moko, Saint Esprit, Benedictine, Le Mandarin, Rhum Negrita, Dubonnet: all brands present in this collection of old advertising objects.
Auctions of advertising objects in Bordeaux: a few small curiosities
At 136 Quai des Chartrons, 33300 Bordeaux, several pieces await lovers of ancient and original objects. First of all the subjects in lithographed and cut sheet metal like Berger’s pin-up in a cheerleader’s outfit and presenting a bottle, or else, always for the same brand, the pin-up beauty queens designed by the painter and poster illustrator Raymond Driver. Among the ancient objects auctioned: absinthe fountains, plaster bottle holders in various forms such as an orange, a zebra, plaster lollipop holders representing Pierrot, resin subjects like the man who walks at great speed imagined by the designer Tom Browne for the Johnnie Walker brand or distributors of peanuts, sweets and chewing gum from the 1940s.
Collectors of enamelled and advertising plates: this is your appointment!
Lovers of rare and ancient objects related to advertising media, this appointment is yours. The lots are sold in their current state: everyone will be able to examine and appreciate these pieces before the auction. All the information here.