Waschanstalt, Zürich poster – Waschanstalt Zurich Rooster Wall Art – Hardmeyer – 1915 The captivating Waschanstalt Zurich poster is a surreal blend of art and advertising. It was created by the artist Robert Hardmeyer, and stands as a remarkable piece of Swiss advertising history. Commissioned for a Zurich Blanchisserie or laundry, this surreal artwork embraces the concept of theriocephaly or anthromorphicism, a portrayal of entities that combine elements of animals and humans. In this instance, Hardmeyer envisions a human body adorned with the head of a majestic rooster. Noteworthy for its artistic innovation, the vintage laundry poster also exemplifies the then-revolutionary ‘SachPlakat’ or ‘Plakatstil’ style. This early form of poster art originated in Germany during the early 1900s, spearheaded by Lucien Bernhard in 1906. Contrary to the prevalent Art Nouveau movement of the time, Sachplakat sought to captivate audiences with bold, eye-catching lettering and flat colors. The emphasis on simplified shapes and objects, often centered around a focal point, makes the style unmistakably powerful. The impact of this new art movement was evident in Hardmeyer’s Waschanstalt laundry poster. Depicting a rooster proudly strutting in a freshly washed, immaculately white shirt, the artwork provided a visual shock that left a lasting impression on poster designs to come. Moreover, this striking imagery contributed significantly to the recognizability and success of the Waschanstalt company. So much so that the Cappiello-style ‘character’ featured in the poster became the enduring logo for the Waschanstalt brand, a distinction maintained for over a century. The roots of this iconic Waschanstalt Rooster poster date back to 1904 when Hardmeyer initially sketched the cockerel donning a shirt. The following year, Wolfensberger, a renowned Swiss printer, added a striking black and yellow background, issuing the image as a mono card. A decade later, when the standard Swiss poster format had emerged, Waschanstalt sought a new poster from the printer and wisely adapted the captivating rooster image to suit the contemporary layout. The outcome was a remarkable, bold, and modernist poster that has since become an integral part of Swiss visual history. Deservingly celebrated, this poster has earned its place as the first modern Swiss poster. As Bruno Margadant explains in “The Swiss Poster,” its inception and evolution from a mere sketch to a full-fledged advertising masterpiece exemplify the dynamic and transformative nature of Swiss graphic art. Today, original copies of this exceptional Waschanstalt Zurich poster are highly sought after, with prices exceeding £1,800. The poster’s enduring allure and historical significance ensure its continued appeal to collectors and art enthusiasts alike. In retrospect, it remains a testament to the ingenious fusion of art and advertising and a timeless emblem of Swiss creativity and innovation.
