Gilles Aillaud

Roland Garros - 1984 Original Poster - Sports - Tennis - Pointillism

1984

This poster is the 5th poster to promote the 1984 French Open tennis tournament (Roland Garros tournament), now called Roland Garros, which is one of the four Grand Slam tournaments....

The A Londra con la Sabena travel poster, created by G. Vanden Heynde in 1951, serves as a captivating representation of mid-20th century air travel, promoting London as an enticing destination. This poster was part of Sabena’s marketing efforts to attract travelers to experience the convenience and excitement of flying to one of Europe’s most iconic cities. During the 1950s, international air travel was becoming more accessible, though it still retained an aura of luxury and adventure. Sabena, the national airline of Belgium, was at the forefront of this burgeoning industry, offering routes that connected major European cities. The slogan A Londra con la Sabena encapsulates the promise of a seamless and sophisticated travel experience, highlighting the airline's ability to transport passengers to the heart of the United Kingdom. London, as depicted in the promotional materials of the era, symbolized a blend of historical grandeur and modern vitality. Post-World War II, the city was undergoing significant reconstruction and revitalization, which made it an attractive destination for tourists and business travelers alike. Sabena’s campaign aimed to capture the imagination of those eager to explore London’s rich cultural heritage, iconic landmarks, and bustling urban life. Sabena’s promotional posters from this period often emphasized the comfort and efficiency of their services. By flying with Sabena, travelers were assured of a journey marked by high standards of hospitality and safety, which was an essential selling point in the early days of commercial aviation. The tagline A Londra con la Sabena directly appeals to the Italian-speaking market, indicating the airline’s effort to reach diverse audiences across Europe. The messaging of the poster aligns with Sabena’s broader branding strategy, which was to present air travel as not only a practical means of transportation but also an exciting and upscale experience. By associating the airline with a world-class city like London, Sabena positioned itself as a premium carrier that could offer both adventure and reliability. In the context of the 1950s, traveling to London would have been seen as an opportunity to engage with a city that was a global center of finance, culture, and politics. The allure of London’s theaters, museums, shopping districts, and historic sites would have been a significant draw for potential travelers. Sabena’s role was to make this journey possible, providing a bridge between the traveler’s home and the vibrant streets of London. G. Vanden Heynde’s involvement in creating the A Londra con la Sabena poster...