70 - NEW-MAP - c. 1930

NEW-MAP - c. 1930 Rare original lithographed and embossed advertising sheet metal. 50 x 39 cm. “G.De.Andreis.S.A.Marseille” In very fine condition - A copy of remarkable freshness. The original sheen is superb, and the colors display a vivid, intense, and perfectly pronounced brilliance. There are very slight signs of wear along the edges. Modern and dynamic typography. Founded in Lyon in 1898 by Joseph Martin, the company began as a bicycle retailer. Between 1921 and 1922, his son Paul Martin acquired Établissements Martin, Raymond & Chambost, located on Chemin des Pins. In late 1925, Paul went into business with his brother Amilcar and registered the New-Map trademark, which was launched in 1926. Despite its English-sounding name, it is actually an acronym for its founders: Martin, Amilcar, and Paul. This great chapter in Lyon’s industrial history came to an end in 1964. Rhône/Auvergne-Rhône-Alpes