Alex W. Diggelmann, Gstaad, 1934
Courtesy of Swann Auction Galleries.
It was designed in 1934 for the fashionable swiss ski resort in Gstaad, by Alex W. Diggelmann (1902 - 1987), who was one of my drawing teachers when I was in high school, I saw him once a week for 4 years.
I had no idea at that time that he was also a very successfull poster designer, and famous artist, he was a teacher like many others, a nice and easygoing one, but nothing else. In the eyes of a teenager, teachers don't have a life. And I had no particular interest in posters, except as decorative background for parties. Had I asked Herr Diggelmann for a copy, I'm sure he would have been very pleased and given me one ...
"Digg", as we called him, was also on the jury of the school's yearly art competition, in which I once won the first, second and third price (disclosure: I was the only participant). I still have my painting, it was a plagiat, well lets say heavily inspired, of Herbert Leupin's well known poster Pause, Coca Cola. The prize was a book about the swiss photographer Werner Bischof which profoundly influenced my lifelong interest in photography.
It took about 50 years until I saw Diggelmann's first posters, when a stamp collecting friend mentioned that he had also designed swiss postage stamps.
I don't think he was poor or starving, but the proceeds from the sale would have payed his yearly teacher salary many times over. If only I had asked ...
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