Page 154 - Expanded Media & the MediaPlex

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Léopold-Émile Reutlinger: Art Nouveau Postcards from 1890
These sophisticated graphic creations by Reutlinger - subtle combinations of half-tone photographs, vignetted in art-nouveau decorative ‘frames’ - with hand-lettering to match, and the ubiquitous Reutlinger branded signature - marked a period when the avant garde (art nouveau) was merged successfully into commercial print product. This kind of popularisation (art into post-card) was also practised by the Weiner Werkstatte (see Moriz Jung: postcards for Weiner Werkstatte 1907), but until then it was new media entrepreneurs like Reutlinger who were setting the pace...
They are a marker in the evolution of what later became known as ‘graphic design’.