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Lot Essay
Jan Toorop's poster Delftsche Slaolie advertised salad oil created by the Delft based company 'The Dutch Oliefabriek' (NOF). Dutch posters, unlike those in other European cities, were often found in shop windows and were designed to be meticulously observed and valued.
The Art Nouveau movement (or Nieuwe Kunst in the Netherlands) is reflected in the recurring contours of the composition. Similarly, the values of the prosperous bourgeois society which fueled Art Nouveau can be interpreted through both the luxurious subject matter and the representation of this product by the portrayal of two lavishly dressed female figures.
The influence of the Dutch East Indies on Toorop's style is recognizable in his linear approach and the puppet like outline of the figures. He draws on supernatural and sinuous imagery to promote the oil as a fantastical product.
This poster was used over a number of years, and in a variety of colour variations. So iconic was this design that it prompted the Dutch nickname for Art Nouveau as Delfsche Slaolie, 'The Salad Oil Style'.
The Art Nouveau movement (or Nieuwe Kunst in the Netherlands) is reflected in the recurring contours of the composition. Similarly, the values of the prosperous bourgeois society which fueled Art Nouveau can be interpreted through both the luxurious subject matter and the representation of this product by the portrayal of two lavishly dressed female figures.
The influence of the Dutch East Indies on Toorop's style is recognizable in his linear approach and the puppet like outline of the figures. He draws on supernatural and sinuous imagery to promote the oil as a fantastical product.
This poster was used over a number of years, and in a variety of colour variations. So iconic was this design that it prompted the Dutch nickname for Art Nouveau as Delfsche Slaolie, 'The Salad Oil Style'.