Poster; Summer sales quickly reached, by Mary Koop, 1925
Simple name : Poster
Date : 1925
Collection : Posters
Object location : Acton Depot
Reference number : 1983/4/1875
Size : H 1016mm, W 635mm
Print code : 250-1,000-5/3/25
Reproduced in : London Transport Posters. A Century of Art and Design, edited by David Bownes and Oliver Green, Lund Humphries, 2008.
Publisher : Underground Electric Railway Company Ltd : 1925
Printer : Dangerfield Printing Company Ltd
Descriptive size : Double royal
Additional information : This poster was commissioned by the Underground Electric Railway Company to promote travel to the summer sales of 1925. Mary Koop's vibrant design depicts a sea of brightly coloured umbrellas moving towards the entrance of a shop. The tall shop doorway mimics the form of a tunnel or bridge. As the assorted umbrellas pass underneath, they are closed until the journey home. The umbrella was used in numerous London Underground posters, particularly in the 1920s. Its pleasing symmetry lent itself perfectly to the bold geometric style of the time. It also presented an apt metaphor for the Underground as a refuge from the English climate. Koop's flamboyant umbrellas provide an injection of colour and a humorous slant on the unpredictability of the British summer.
Title : Summer sales quickly reached
Colour : Yellow
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Record completeness :
Record 85% complete
The range of entertainment on offer in London provided countless vibrant and enticing subjects for transport posters. Rather than advertising specific venues or events, posters usually promoted general activities such as shopping or going to the theatre. Many aimed to encourage travel to the city in the evenings and at weekends. Others encouraged regular commuters to stay in the city after work, rather than travelling home at rush hour. In the 1930s, posters were also issued with listings of specific events scheduled for that week.
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Some of the Underground's most iconic posters promote shopping. Many reminded the public of seasonal events, such as the winter or summer sales. Others encouraged shopping trends, such as travelling at off-peak times or shopping early for Christmas. These posters were predominantly aimed at women. Although the West End and Kensington were always the principal shopping districts, a small number of destinations outside central London were promoted for their shops.
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Double royal : Double royal has been the standard poster size used by the Underground since 1908. This 40 x 25 inch format has been used almost exclusively by railway companies.
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