The Orient (TWA) | 1958

Fly TWA The Orient, 1958, by David Klein

This composition features a dramatic bronze sculpture of a dancing Shiva or similar Hindu deity in the foreground, captured in a dynamic pose with arms extended and one leg raised. Behind the figure, vibrant silk-like fabrics in shades of orange, pink, and purple create a colourful window effect, framed by bamboo poles. Through this textile "window," viewers glimpse traditional Asian temples and architectural elements. At the top of the poster, the silhouette of a TWA aircraft soars overhead, with the bold red text "FLY TWA" prominently displayed. The words "THE ORIENT" appear in a substantial olive-green typeface at the bottom.

This poster was created during a significant period of expansion for Trans World Airlines, which had been transformed from a domestic carrier into a global airline under the ownership of Howard Hughes. After World War II, TWA expanded its routes to serve Europe, the Middle East, and Asia, establishing itself as a second unofficial flag carrier of the United States alongside Pan American World Airways. By 1958, when this poster was created, TWA had firmly established itself as a luxury international carrier, offering routes that stretched from Europe to Asia, including service to destinations as far east as Hong Kong. This advertisement represents TWA's efforts to promote its Asian routes during the "golden age" of air travel, when flying was still considered glamorous and exotic. The term "The Orient," while outdated by modern standards, was commonly used in the 1950s to refer collectively to East and Southeast Asian countries, embodying the Western fascination with these destinations as places of mystery, spirituality, and cultural richness.

David Klein (1918-2005) was an influential American commercial artist whose name became synonymous with the golden age of air travel through his iconic work for TWA. Born in El Paso, Texas, and raised in California, Klein developed his artistic skills at the Art Center School in Los Angeles before serving in the US Army during World War II, where he created artwork for the US Armed Forces. After the war, he established himself as a versatile commercial artist in New York, working on Broadway theatrical productions and various corporate clients before beginning his legendary collaboration with TWA. His distinctive style—characterised by vibrant colours, bold compositions, and a masterful ability to capture the essence of destinations—perfectly aligned with the airline's sophisticated image. Klein's TWA posters are celebrated for their artistic merit beyond mere advertising; his New York City poster was even acquired by the Museum of Modern Art (MoMA) for its permanent collection.