L'Autriche | 1950s

L'Autriche, 1950s, by Hans Wagula

This striking travel poster by Hans Wagula promotes Austria’s alpine landscapes with a bold, geometric composition. The scene depicts a serene mountain lake, its turquoise waters reflecting the towering dark green pine trees along the shoreline. In the background, snow-covered peaks rise against a deep blue sky. Wagula employs a simplified, almost abstract style, using strong shapes and layered tones of green, blue, and white to evoke the grandeur and tranquillity of the Austrian Alps.

Produced as part of Austria’s mid-century tourism campaigns, this poster aimed to attract international visitors, as indicated by the French text. Following World War II, Austria sought to revive its economy through tourism, emphasizing its unspoiled natural beauty and accessibility. The Alps, long associated with both winter sports and summer retreats, were a major draw for travellers seeking adventure or relaxation. The mention of discounted railway fares in the fine print reflects the efforts of the Austrian Federal Railways to promote travel across the country, making the picturesque Alpine regions more accessible to foreign visitors.

Hans Wagula (1894–1964) was an Austrian painter and graphic designer known for his contributions to commercial art, particularly in travel and tourism advertising. Initially a painter, he transitioned to poster design in the 1920s and became a key figure in Austria’s visual promotion efforts. His work is characterised by clean lines, bold colour contrasts, and a strong sense of composition.