Côte d'Azur | 1968

Côte d'Azur, 1968, by Roger Bezombes

This striking modernist poster presents an abstract, vibrant composition dominated by bold red and blue colour blocks with intricate collage-like elements. The top portion features a circular red motif resembling a stylised sun or celestial body filled with small, colourful fragments. Throughout the composition, organic shapes in varying hues of blue, purple, green, and orange create a sense of depth and movement. The most prominent element in the lower section is a large red fish silhouette set against a deep blue background, containing abstract patterns within its form. The entire design combines fragments of pattern, botanical elements, and marine imagery in a complex, layered arrangement. White spaces provide contrast to the intense colours. The title "CÔTE D'AZUR" appears in bold black lettering at the bottom of the poster, with "CHEMINS DE FER FRANÇAIS" (French Railways) in smaller text beneath it. The artist's signature "roger bezombes" is visible in the lower right corner of the artwork.

This poster was commissioned by SNCF (Société Nationale des Chemins de Fer Français), the French national railway company, in 1968 as part of their tourism promotion campaign for the Côte d'Azur (French Riviera). The late 1960s marked a significant period for French tourism and transportation, with SNCF actively promoting domestic travel during the economic prosperity of the post-war era. The year 1968 itself was notable in French history, marked by civil unrest, student protests, and workers' strikes in May, making cultural production from this period particularly significant. The poster's avant-garde aesthetic reflects the artistic experimentation of the time, moving away from traditional representational imagery toward more abstract expressions. The vibrant colours and Mediterranean themes in the composition—particularly the prominent fish motif—symbolise the coastal region's connection to the sea, while the collage-like technique creates a visual excitement that suggests the dynamic cultural atmosphere of the Riviera. The poster exemplifies how modern art was employed in commercial contexts to rebrand traditional destinations for a new generation of travellers.

Roger Bezombes (1913-1994) was a multifaceted French artist whose work spanned painting, sculpture, medal-making, and design. Born in Paris, he studied at the École des Beaux-Arts and was significantly influenced by his friendship with the painter Maurice Denis. Orphaned at a young age, he worked various jobs to support himself, including assisting with the installation of the Bauhaus exhibition at the Grand Palais in 1930. Bezombes gained recognition early in his career, winning the second Grand Prix de Rome in 1936, which provided him with a travel grant to study in Africa. This experience began his lifelong fascination with Mediterranean and North African cultures, which would heavily influence his artistic style. His work is characterised by saturated colours reminiscent of Henri Matisse and elements of Surrealism, evolving in the mid-1960s to incorporate more raw, primitive elements and found objects. Beyond his fine art practice, Bezombes created tapestry designs for Aubusson, costumes and sets for ballets at the Metropolitan Opera House in New York, and numerous medals for the Paris Mint. For his achievements, he was elected Chevalier de la Légion d'honneur in 1954, appointed official painter of the French Navy in 1955, and elected to the French Academy of Sciences in 1978. In 1984, he was awarded the Grand Prix de l'Affiche Française for his poster work, recognising his significant contribution to French graphic design.