which to use the words of a contemporary caused some amusement was suggested to me by the old propagandist proverb See Naples, and die." I recommended to our German friends the idea that they might usefully express the spirit of their capital in a new proverb, See Berlin and begin to live." Berlin is the mechanical fairyland of advertising. It is so go ahead that you get the feeling of being in an express train, looking out on a cubistic landscape. Lighting, for instance has assumed proportions which make London in comparison appear a city of darkness. The shop fronts of Berlin, with their great areas of glass and geometrical planes and panels flooded with light, with their modern lettered signs aglow with colour, are marvellous. A walk down the Kurfürstendamm, the prize modern boulevard of the new Berlin, is a walk into enchantment. If the Congress was a demonstration of the international spirit, the Advertising Exhibition itself was predominantly Ger man. It was well arranged and displayed, and the various stands, with their cubist shapes and their rectangular beams of illumination, gave the impression of some unprecedented village. The new metal furniture was very much in evidence. Simple form, powerful lettering, and a great variety of ingenious decorations were the main points. Two of the best stands in the exhibition are here repro duced. It will be a long time before we have such a show in London. In fact, I am not at all sure that it would be a good thing for us to have such a show. It is another kind of modernity that England must contribute to this new international mara thon of publicity. But it was a show that, like the Congress to which it was attached, was calculated to make the advertising man sit up and put a fresh punch into his own work. W. GAUNT FUNKTURM MIT DER AUSSICHTSFIATTFORM Tower with Observation Platform." Illustration by Professor Otto Arpke from Berlin booklet. 14I

Commercial Art / Art and Industry en | 1929 | | page 15