216 - LUSTUCRU - c. 1930

LUSTUCRU - c. 1930 “Pèr’ Lustucru Fresh Egg Pasta” Signed “Dransy.” DRANSY Jules Isnard (1883–1945, born in Vevey) Extremely rare and exceptional original oblong, single-sided, flat enamel advertising sign, specially designed to adorn the interior advertising spaces of interwar-era streetcars. 68 × 32 cm. Probably the only known example to date. A specimen in remarkable condition— Superb enamel work and exquisite craftsmanship. Vibrant, deep, and luminous colors, offering superb contrast and a beautiful original luster. The figure and lettering are delicately embossed. A few minor perforations are present along the edges, but they do not affect the fully preserved visual appearance. These specific “Tramways” models were designed to be inserted into dedicated metal frames. These types of plaques were mounted either in the transom beneath the pavilion’s vaulted ceiling to follow the curve of the roof, or directly above the backs of the passenger seats, thus providing optimal visibility for seated passengers. The design features the famous “traveling salesman” character, flanked by the iconic blue-and-white checkered pattern—the brand’s timeless emblem—whose symbolic role was to travel from city to city and from store to store to showcase Lustucru products with his trunk shaped like a package of pasta. Lustucru, which originated from a pasta factory founded in Grenoble in 1824 and acquired in 1871 by Louis Cartier-Millon, grew rapidly under the leadership of his heirs. In 1911, following a poster contest, the artist Synave Tancrède created the famous blue checkerboard pattern, while, on the same day, Jean-Louis Forain came up with the name “Lustucru,” inspired by an old nursery rhyme, “C’est la mère Michel,” and thus the name “Per ‘Lustucru’” was born for the egg pasta. Isère/Auvergne-Rhône-Alpes