BHV le Rivolia

BHV le Rivolia (France) / c. 1948

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Design: The Art Deco-style graphic treatment is bold and unconventional, with an off-centred solid black circle descending from above and a heavily shadowed rectangle rising up from below, with the oversized label name running across the centre in a thin, stylized monoline script. The treatment is reminiscent of that seen on the contemporary Biltmore label from the U.SA. (right).

History: Unknown (have info? Please send to info.re.78s@shaw.ca). BHV seems to be a French department store chain, with Rivolia perhaps being an Italian outlet. The featured song, from the opera Katinka, was popularized in the 1930s and 1940s. Label scan courtesy of collector Marco Gialdroni of Italy.




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