Cycles Cycles Dura Poster. c. 1924

Striking original Belgian advertising poster for Cycles Dura.  A powerful racing cyclist dominates the composition, riding straight toward the viewer on a gleaming road bicycle. He wears a green long-sleeved jersey with DURA across the chest, a white cap with goggles, and a spare tubular tire looped over his shoulders. Behind him stretches the historic Antwerp skyline with a statue on a tall pedestal to the left, tiled roofs and façades in soft cream and red tones, and the prominent Cathedral of Our Lady with its clock and spire to the right. A rich yellow sky fills the background, and a deep charcoal border frames the scene, which makes the rider stand out dramatically at the center of the sheet. The typography is clean and modern. “Cycles Dura” runs boldly along the bottom in large yellow letters. A reserved “AGENT:” panel allows a local shop name to be added. At the top, three badge-like logos appear, one for Cycles Dura, one for Cycles Veni, and one for The Roger Cycle, Liége. Designed by the artist Cello and printed in Brussels by Société Anonyme Belge. With its bold color blocks, low viewpoint, and strong branding, this poster is an outstanding example of interwar Belgian cycling advertising and a striking focal point for any cycling collection. This poster has been archivally and professionally linen-backed. Virtually all original vintage posters of this era were viewed as temporary advertising and were printed on fragile, thin paper. While expensive, linen backing is a conservation method used to mount, stabilize, preserve, and protect vintage posters, allowing them to be displayed or framed without compromising their value. This poster is an original first printing, not a reproduction. Year: 1924 Artist: Cello Imprimerie: Société Anonyme Belge, Bruxelles Size: 59 x 86 cm (23 ¼  x 33 ¾  inches) Posters are sold unframed. Framed images are display ideas only. This is a one-of-a-kind item; please review the photos carefully to determine the condition. This item is listed on multiple platforms, and availability is subject to prior sale elsewhere.