From 1961 to 1963 I lived in Milan, Italy and worked for laRinascente Department Store. Europe was still recovering from World War II and enamored by America. I was recently out of Art School and enamored by anything European.
These posters were displayed in the stores and on kiosks throughout Italy. laRinascente has a history of using the poster for institutional advertising. The concept of promoting a season or holiday instead of simply merchandising products was unique. I was incredibly lucky to be given the opportunity and freedom to use my graphic and fine art training to create these images. It was the job of a lifetime.
- Pegge Hopper
* The typography was done by Bruce Hopper