The original 1949 poster by Guy Serre for Cannes: Où le Soleil est Roi is a striking mid-century travel advertisement commissioned to promote the French Riviera as a premier destination for leisure and relaxation. Created for the French National Railways (SNCF), the poster reflects the post-war boom in tourism and the golden age of travel posters, where artists like Guy Serre captured the imagination of travelers.
This piece is an excellent example of mid-20th-century graphic design, marked by its clean composition, vibrant colors, and evocative imagery. The poster's tagline, "Où le Soleil est Roi" (Where the Sun is King), underscores Cannes' reputation as a sun-soaked paradise, drawing visitors to the glittering coastline of the Mediterranean. Serre's use of bold typography, paired with a radiant starburst symbolizing the ever-present sun, creates an immediate visual impact that embodies the allure of the Côte d’Azur.
The design also highlights Cannes' natural beauty, with stylized depictions of the surrounding mountains and sea, bathed in soft gradients of pink, green, and blue—a palette reminiscent of the serene Mediterranean light. At the base of the poster, "Cannes" is boldly displayed in striking turquoise letters, further emphasizing the destination's prominence.
Travel posters like this one were vital tools in enticing post-war travelers, promoting both domestic and international tourism via the extensive SNCF railway network. Guy Serre, the artist behind this iconic work, contributed to a visual tradition that combined art and advertising, transforming scenic destinations into symbols of escape, luxury, and leisure.
The Cannes: Où le Soleil est Roi poster by Serre is not only a vibrant example of travel advertising but also a timeless tribute to the charm of the French Riviera. Today, it remains a sought-after collector’s piece for lovers of vintage travel art, celebrating a moment when railways opened up the world to the wonder of exploration and leisure.
Original Poster
Tourism - Railway - Alpes-Maritimes - France
National Congress of the federation of sailors and veteran sailors - Havas
Printed by Robaudy in Cannes
Good condition, traces of folds
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