China Bij Vroom & Dreesmann 1975

The 1975 promotional poster "China bij Vroom & Dreesmann" exemplifies the cultural curiosity and global outreach of mid-20th century European commercial art. Created for the Dutch department store Vroom & Dreesmann, the poster likely accompanied an event or retail promotion focused on Chinese culture, reflecting the era's fascination with the Far East.

The poster’s design is dominated by a large, vividly red Chinese lantern, a universally recognized symbol of Chinese festivals and celebrations. The lantern is gracefully rendered, with simplified details, such as traditional ornate patterns in gold at the top, capturing the elegance of this iconic object. Its bold red hue stands out against the background, creating a dramatic contrast that draws the eye immediately to the center of the composition.

The lantern’s clean, minimalist form is balanced by the inclusion of black Chinese characters beneath it, providing both a cultural reference and a design anchor. These characters lend an air of authenticity to the poster, evoking the beauty of Chinese calligraphy, with its flowing, brushstroke-like quality. The script below the Chinese characters, "China bij Vroom en Dreesmann," adds a Western touch, grounding the poster within its European context.

This poster reflects the period’s growing interest in internationalism, especially the allure of Asian cultures. The 1970s saw a surge in travel, trade, and cultural exchanges between Europe and Asia, and the visual simplicity of the poster belies the complexity of these emerging global relationships. By focusing on a singular, powerful image — the Chinese lantern — the poster communicates a message of celebration and connection, inviting Dutch consumers to engage with and appreciate the richness of Chinese culture.

While the design itself is modern and sleek, it respects tradition, making it a striking representation of cross-cultural engagement. The fusion of Eastern and Western elements in the design mirrors the broader trends of cultural integration and exploration that were defining characteristics of the 1970s.

In its simplicity and bold use of color, this poster remains an enduring piece of visual art, capturing a moment when cultures were increasingly intertwining in the commercial and cultural landscapes of Europe.

Original Poster

Fashion - Advertising - Department Stores - Netherlands

Good condition