2974 - Stoecklin, Niklaus

Stoecklin, Niklaus 1896 Basel 1982 Binaca - Pasta dentifricia. Circa 1950 Color lithograph on paper, in two parts (2 sheets, format: 4 fogli) Italian edition of the 1941 advertising poster for CIBA’s Binaca toothpaste. Monogrammed “N.ST” in the lower right corner of the print; inscribed “RIPALTA Industrie Grafiche – Milano” along the lower left margin; and inscribed “Affiss. autorizz. by the Milan Police Headquarters on June 1, 1950 (...). Both sheets are fully preserved with minor signs of age and wear; minimal tears. Each sheet measures 99.5 x 140 cm Private collection, Switzerland A rare, monumental Italian version of the iconic Binaca poster by Niklaus Stoecklin, whose original design was created around 1940/41. With its precise, matter-of-fact depiction of a tube of toothpaste and a toothbrush in a glass, the motif ranks among the outstanding examples of Swiss functional poster art. This large-format edition, adapted for the Italian market, was printed on two separate sheets of paper and has an impressive total height of nearly two meters. The Milan printer’s mark and the official approval dated June 1, 1950, allow it to be dated to around 1950. While the small-format original Swiss edition is well-known on the international poster market, no identical comparable copy of this large Italian version has yet been identified in the auction market. Auction date: November 28, 2026 Approximate auction time: 1:25 p.m. CET