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[ADVERTISING]
. Stock Box Wraps: The Heywood Line.
New York: R.R. Heywood Company, 1932. Publisher’s trade catalogue, disbound,
11 x 16 inches. Original stiff printed card cover, master price list, and 88 individual
sample sheets. Housed in a custom clamshell box. $3000.
Vibrant archive of Art Deco advertising design, featuring sample wraps intended
for retail gift boxes of candy, fruit, jewelry, notions, and other small fancy goods.
Two sheets display multiple designs of stock lithographed papers and decorative
medallions. The other eighty-six sheets each feature a single centered design,
including conventionally pretty images of flowers, fruits, pastoral landscapes,
and bathing beauties. The primary interest of the catalogue, however, lies in
the highly stylized “modernistic” wraps: dozens of brilliantly colored, heavily
embossed designs accented with gilt, conjuring an escapist Depression-era fever
dream. Here are sleek lovers in the costume of the last three centuries, strolling
past castles and cottages, mixing with fairies, harlequins, troubadours, and
gondoliers. Southern belles in picture hats and hoop skirts, along with
candy-colored flappers, represent the American scene. Each sample sheet is
designed to stand on its own, as a unified composition, and can be displayed
individually. A rich resource for historians of modern graphic design.
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