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Lot description
ALEX WALTER DIGGELMANN (1902-1987) PKZ / BURGER - KEHL & CO. 1935. 50¼x35¾ inches, 127¾x78 cm. Wolfsberg, Zurich. Condition A: small abrasions and tears at edges. Paper. A classic example of Neue Sachlichkeit (the New Realism). The full-size image of a slightly-opened box, shows how far a brand like PKZ after years of great advertising could still go. It was no longer even necessary to show the products for sale, it was the excitement and anticipation evoked by the visible PKZ label that lent this poster its effectiveness and strength. Its indirect intimation and suggestiveness make it a truly modern poster. Modern Poster no. 191, p. 179, Plakatkunst p. 131, Schweiz p. 137, Realismes 29, Swiss Graphic Design p. 33, Swiss Poster 333.