49 - LE GLOBE CIGARETTES - c.1913

LE GLOBE CIGARETTES - c.1913 “Smoke Le Globe” Signed “Cappiello” Very rare original lithographed tin advertising box. 7.7 x 4.6 cm. “Imp. A. Riom & L. Chambon - Nantes” Good overall condition - The colors are perfectly preserved, featuring particularly impeccable and vivid reds. The lithograph retains its original luster. There are only slight discolorations in the black background, as well as a more significant one localized on the right arm of the female figure. - A rare piece - This cigarette box features the illustration from the poster created by the Vercasson printing house. A composition typical of Leonetto Cappiello’s aesthetic. Balancing boldly on a pile of cigarette packs, a female figure wearing a small red cap and a striped white dress infuses the image with dynamic energy. With her right hand, she holds up the globe, blowing cigarette smoke onto it—a surprising allegory of Tabac du Globe’s global ambition. A prestigious tobacco and cigarette brand born from the transformation of the former P. Wahl & Reining factory. Its production company was officially established by grand-ducal decree on March 17, 1908, in Luxembourg. Designed for the international and colonial markets, the company immediately opened a large cigarette factory in Algiers (in the Bab-el-Oued district) to distribute its products throughout North Africa. It gained immense fame in the first half of the 20th century, particularly thanks to its iconic advertising campaigns created by renowned poster artists such as Leonetto Cappiello, before ceasing operations during decolonization in the 1960s.