Poster Master Plate 189 - Louvre Department Store - Jules Chéret, 1899
In this image, the artist Jules Chéret attempts to promote the Louvre department store in Paris,
and the many toys and games available for the children.
Original lithograph of 1899
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Les Maîtres de l'affiche is a French monthly illustrated publication.
Edited between december 1895 and november 1900. Its full title is Les Maîtres de l'affiche : monthly publication containing the reproduction of the most beautiful illustrated posters of the great artists, French and foreign, published by L'Imprimerie Chaix, Paris.
The original idea came from Jules Chéret, then artistic director of Chaix, a printing house located at 20 rue Bergère in Paris.
Each issue includes four posters reproduced in 29x40cm format and in chromolithography.
Each issue includes an authentication stamp.
The selling price per issue is 2,50 francs, the subscription 27 francs. There is a deluxe edition on Japanese paper with 100 copies sold for 80 francs for 12 issues.
In January 1897, a first volume with all the posters published the previous year was offered for sale, preceded by an introduction signed by Roger Marx, in an album format bound by Jean Engel according to Paul Berthon's layout.
There were five volumes in all, until January 1901, for a total of 256 posters for 97 artists.
Each volume was accompanied by two or four drawings specially designed by an artist and reproduced using the chromolithographic process.