Lot n° 74  | Auction 471

Estimate € 1,000 - 1,500

Sold € 2,800

Auction: 21 January 2020 at 15:00

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[BIGLIETTI DA VISITA] - Raccolta di più di 500 biglietti da visita italiani del XVIII e gli inizi del XIX secolo. A beautiful collection illustrating the birth and evolution of the business card in Milan, Rome and Venice. The fashion of the business cards was probably imported from France and already in 1765 Parini wrote in hi "Vesproi" of the "blessed cards" circulating in the illustrious Milanese "salotti". Initially manuscripts, they then followed the evolution of the taste; from simple framesthey began to appear with crests, views of landscapes and, with the flourishing of the neoclassical style, ruines and scenes inspired by the Greek and Roman world took hold. A flourishing industry developed to realize this "instrument" of the high society and many were the engravers and painters who ventured into this field. Over time, business cards started to be used also by professionals, artisans and artists for advertising purposes. After the virtuosity of the beginning of the century, towards the mid-nineteenth century with the increasing use of lithography, the business card assumed the sober form that we know today.Included in the collection are illustrious personalities such as Londonio, Paganini, Poldi Pezzoli, Hayez, Count De Hartig and Prince Luigi Bonaparte. Business cards applied on loose cardboards (general defects) in 4 collector boxes in half calf with gilt titles to spine (290x220 mm)


Estimate € 1,000 - 1,500

Sold € 2,800

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