Advertising Collection

At the turn of the 20th century, Barcelona experienced an economic and cultural boom in fields such as architecture, music, poster art, and advertising, with figures like Antoni Gaudí, Domènech i Montaner, Ramon Casas, and Santiago Rusiñol, among others. In this context, Modernist art became a key medium for promoting products and services through posters and advertising. These media successfully incorporated the defining features of the movement: sinuous lines, inspiration from nature, and the exaltation of beauty, creating works that not only sold but also beautified the city and filled it with pride.

This collection, which includes works by Antonio Utrillo and Francisco Seix, among others, reflects a unique moment in our country’s cultural history.

At the end of the 19th and beginning of the 20th century, Spain was still in a pre-industrial phase, making it crucial for Uriach to import raw materials, machinery, and pharmaceutical specialties from countries such as France, Italy, or the United States. In this context, a massive influx of new products arrived, accompanied by advanced advertising strategies that included posters, newspaper and radio ads, as well as the creation of catchy slogans. These innovative campaigns not only promoted product sales but also shaped the tastes and consumption habits of society at the time. This situation changed abruptly with the outbreak of the Civil War and the subsequent ban on trade with foreign countries. This collection showcases foreign advertising from the first half of the 20th century, as well as its later influence.

With the start of Uriach’s own product production and distribution during the postwar period, moving away from foreign products, the company turned to a group of promising artists whose innovative advertising helped boost sales of these new products. These artists ushered in a period that, due to its significance, would later be known as the ‘Era of the Graphic Artists,’ a movement led by pioneers such as Josep Pla-Narbona and Josep Artigas, among others, who transformed visual communication in Spain and contributed to the professionalization of the advertising sector. This movement encompassed not only advertising design but also editorial work, poster art, and corporate identity. This collection reflects a period that produced works of great value and created a visual legacy that would inspire future generations of designers.