Italia Sport 1936

Curator: This poster, titled "Italia Sport," was created in 1936 by the artist Cassandre. It’s a stunning example of Art Deco design used for tourism promotion, showcasing Italy as the perfect place for any sport. Editor: The first thing that strikes me is its almost dreamlike quality. The composition feels surreal, almost like a playful collage of Italian landscapes and leisure activities floating in some Mediterranean sky. Curator: That dreamlike quality is a hallmark of Cassandre's style, designed to create an aspirational lifestyle. Look at how the winter sports of skiing are combined with symbols of sailing, swimming and tennis. Each symbol is deliberately crafted to make Italy an attractive holiday destination. Editor: True, they're not just floating around, they’re actually elegantly balanced with circles, lines and bold colors which anchor my focus. It's a striking example of what I consider marketing genius. The skis point upwards—hopeful and full of the dynamism of the 1930s. Curator: Absolutely, and consider how the use of bold geometric shapes are central to Art Deco. Note also that Art Deco arose between the two World Wars in a time that prized optimism, high speed and technological advancement. Tourism and leisure become a type of performance for nations projecting an image of prosperity. Editor: It's hard to imagine such deliberate symbolism being put into tourist posters now, because back then, everything about travel, tourism, and even sports was brand new. There's also something incredibly powerful about the limited color palette. I just feel drawn into this stylish, yet utterly aspirational space! Curator: I agree completely. Ultimately, this work tells a complex story. By uniting these seemingly disparate elements within this sleek design, Cassandre highlights how travel in the 1930s transformed the public image of nations. Editor: It definitely evokes the golden age of travel with so much enthusiasm that still resonates today, which proves, that good design always makes the world a better, brighter, more aspirational, and slightly more stylish, place to exist.