Monday Morning Museum: Art Nouveau

Art Nouveau – Late Nineteenth Century to Early Twentieth Century

Art Nouveau (French pronunciation: [aʁ nu'vo], Anglicised to /ˈɑːrt nuːˈvoʊ/) is an international philosophy and style of art, architecture and applied art—especially the decorative arts—that were most popular during 1890–1910. The name "Art Nouveau" is French for "new art"…. it was inspired by natural forms and structures, not only in flowers and plants but also in curved lines. Architects tried to harmonize with the natural environment. It is also considered a philosophy of design of furniture, which was designed according to the whole building and made part of ordinary life. - Wikipedia.org

In addition to Alphonse Mucha (see art example below), other followers of Art Nouveau are Aubrey Beardsley, Gustav Klimt, and Louis Comfort Tiffany.

Job, 1896 by Alphonse Mucha (1860-1939)

This poster advertises a brand of cigarette papers called Job. The brand name is written in a kind of mosaic, which is partially obscured by the figure. It is also repeated in a clever 'logo' which adorns the background. The mosaic theme re-emerges around the border as a kind of built-in frame. This would have made the poster stand out among other images.

The woman's hair coils into impossible whiplash lines and ornamental spirals. It takes on the appearance of decoration. The plume of smoke, too, zigzags across the image as a kind of pattern. This use of realistic elements as decoration crops up frequently in Art Nouveau. Mucha took this to its extreme, using 'formless' materials such as hair and smoke to unleash radical new decorative forms.

Although created over a century ago, this is a very modern piece of advertising. The product itself hardly features in the poster. Even the brand name is hardly readable. Instead Mucha gives us a simple image of pleasure in the figure of the woman. Only subtle hints connect this pleasure with a product to be purchased. This may be one of the first advertising images to appeal to the subconscious mind, in a way that is commonplace today. – Victoria and Albert Museum

Last Monday’s Art – Art Deco
Next Monday’s Art – Arte Povera

Top of post: "Art Nouveau" graphic created by Adrean Darce Brent
Below: "Monday Morning Museum" logo created by Adrean Darce Brent