Martini and Rossi Bitter French Modernist Cocktail Advertising Style Painting

Title: Martini and Rossi Bitter French Modernist Cocktail Advertising Style Painting
Guy Nicod (French 1923 – 2021)
Gouache on artist paper, unframed
Size: 15.75 x 11.75 inches (height x width)
Provenance: Artists estate, France
Condition: good overall with minor edge wear and light handling marks to the sheet

Description:
This bold gouache by French modernist Guy Nicod presents a striking poster-style design inspired by the iconic Italian drinks brand Martini & Rossi. The composition is both elegant and graphic, highlighting the sophistication of mid-century cocktail culture. At the center, a sharply dressed figure in a tuxedo is suggested through geometric forms, complete with bow tie and medals on the chest. Against a stark black background with vivid blue lapels, two stylised white hands dominate the scene—one pouring a vivid red bottle of Martini Bitter into a glass, the other presenting the drink on a yellow tray alongside a fresh orange garnish.
Nicod’s treatment of this subject recalls the advertising posters of the 1950s and 1960s, where simple, impactful imagery communicated glamour and lifestyle with clarity. The bold blocks of colour—black, white, red, blue, and orange—create an eye-catching contrast that would have been perfectly at home in the world of European cafés, cocktail bars, and luxury hotel lounges. His use of gouache lends the work a matte vibrancy ideally suited for graphic imagery.
Martini & Rossi has a long history in international advertising, often commissioning avant-garde artists to design posters and promotional works. This painting sits firmly within that tradition, blending modernist aesthetics with commercial elegance. Collectors of vintage advertising, cocktail ephemera, Italian design, and mid-century French modernism will find this an especially desirable piece. Ready to be framed, it offers both decorative impact and historical charm, making it suitable for display in a kitchen, bar area, or stylish interior.