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Ausstellungsstrasse
Ausstellungsstrasse 60
8005 Zürich
Museum map
Toni-Areal
Pfingstweidstrasse 94
8005 Zürich
Long before the era of the object poster, Otto Baumberger (1889–1961) created his famous coat poster for the brand PKZ. It shows only a reduced section of the garment. The gleaming and supple lining along with the thick woven wool of the coat guarantee its quality and meticulous craftsmanship, and are faithfully reproduced in the image. The poster achieved fame in 1923 mainly because it was thought to be the first photo poster, whereas today we are fascinated by the artist’s virtuoso photorealistic rendering.