4 August 2013

Demel (Wien): Friedrich L. Berzeviczy-Pallavicini


Designed by Friedrich L. Berzeviczy-Pallavicini for Demel, K.u.K. Hofzuckerbäcker (Wien)
Paper Box
circa 1930s (?)

     What a joy - with only yellow, red, blue and black the Lausanne-born Berzeviczy-Pallavicini created this clever masterpiece. Meant to hold a trove of whatever un-earthly delight(s) crafted by the renown Viennese confectionery, Demel (founded in 1786), this box acted as the opening scene to a treat determined to be as delicious visually as it was literally.
    The illustrations wiggle playfully across the planes of paper. Sometimes they merge into confusing puddles of lines and shapes, but this only adds to the box's intrigue. On one side we see a blue arcade stretched to such heights that its arches reach the stars, while a butterfly is about to flutter upwards into a circus of oddly-dressed performers, from floating potted plants to disembodied gloved hands and caterpillar-like sirens. The inset even shows a woman so consumed by her love of perfect posture that she risks being ambushed by her devilish admirer. A clash between many strange worlds! It is lucky for us that unlike the long-gone treat that once took centre stage as part of this dramatic performance, its decorative shell still remains - which serves as a tribute to the degree of care its past owners felt and, now, still feel for it.