Description

Gite e Viaggi UPIM — Marcello Dudovich, 1949

This delightful 1949 poster by Marcello Dudovich was created for UPIM — the beloved Italian department store chain — to promote its “Gite e Viaggi” (Excursions and Travels) programme. In the immediate postwar years, as Italy began its remarkable recovery, the idea of leisure travel was being reintroduced to ordinary Italians, and department stores like UPIM played a surprising role in making it accessible.

Marcello Dudovich (1878–1962) was already a legend of Italian commercial art by the time this poster was produced. Having spent decades creating iconic imagery for La Rinascente, Mele and ENIT, his postwar work retained all the elegance and warmth of his earlier style — and this poster is a charming example, full of the optimism of Italy’s early reconstruction years.

UPIM (Unione Nazionale Magazzini) was founded in 1928 as an accessible counterpart to the more upmarket La Rinascente. By the late 1940s it was a fixture of Italian everyday life, and Dudovich’s sunny, inviting imagery for its travel programme perfectly captures the mood of a country beginning to rediscover joy.

Digitally restored by an artist — surface wear removed, colours refreshed, vintage character retained. Copyright: Personal use only — no resale or redistribution.

Download includes 5 high-resolution JPEG files: 4×5 (up to 40×50cm) · 3×4 (up to 18×24″) · 2×3 (up to 24×36″) · International (A5–A1, 50×70cm) · 11×14″

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