Winter wonderland
Introduction
As the nights draw in and frost sparkles in the cold morning air, our thoughts turn to winter.
The posters here celebrate the cooler months in London, from ice-skating to country walks and shopping. They have a practical purpose too, encouraging passengers to travel off-peak or reminding us that it’s quicker, easier and warmer to travel by bus, tram, Underground or river.
Changing seasons have featured in London transport posters since the beginning of the twentieth century. These posters, dating from 1909 to 2016, are by a range of designers, all commissioned to promote London’s transport network.
These Winter Wonderland posters are the subject of our latest poster parade - see it in the Museum now, or get a preview below, including some additional posters you won’t find on display!
It is warmer down below
A common poster theme was the Underground’s capacity to provide refuge from the weather in all seasons. These poster designs encourage travel by bus or Underground in the cold winter months. When it is cold, rainy and foggy outside the Underground is an enticing prospect for passengers.
Each poster designer has adopted a different style to promote travel in winter. They range from Austin Cooper’s abstract approach to Kathleen Stenning’s use of illustration.
Winter walks and nature
The Underground’s regular services to the countryside around London encouraged people to enjoy the beauty of nature all year round. These posters show the appeal of country walks during winter.
The artists draw on the magic of woodlands in the sun, snow trodden paths and exotic flowers brightening drab winter days. London Transport even published ‘Country Walks’ guidebooks, for rambles in and around London.
Shop till you drop
Many early posters used the excitement of the sales to target middle-class suburban women in pursuit of the latest winter fashions. The Underground provided an easy way to travel into the heart of town even in the winter cold, rain and wind. The Underground was always keen to reduce congestion during peak times, whilst still encouraging passengers to shop in the winter sales.
Winter sports
These posters aimed to publicise the wide range of winter activities and attractions that London has to offer, reached by public transport. These have included the popular winter ice-skating rink at Somerset House in recent years and a winter skiing show at Earls Court exhibition centre in the 1930s. Artists with contrasting styles were commissioned to design sporting posters that would appeal to a broad range of audiences.
