The Jaarbeurs (Dutch for “Yearly Fair”) in Utrecht is one of the Netherlands’ most important and long-standing trade fairs. It began in 1917 under the name Nederlandse Jaarbeurs, organized to promote Dutch industry and commerce. Over time, it evolved into an international exhibition (Foire Internationale Utrecht) attracting exhibitors and visitors from around the world.
By 1950, the Utrecht fair was well established as a venue for showcasing industrial goods, technological innovations, consumer products, and cultural exhibits. The post-World War II era was a time of reconstruction and modernization in Europe, so fairs like these were key opportunities for companies to reconnect markets, display new designs, and revive trade links.
The 1950 edition would likely have featured sectors such as machinery, design, home appliances, and industrial goods. Posters from this period often reflect a blend of bold typography, clean graphic forms, and a modernist aesthetic typical of mid-century European commercial art. ------------------------------------
Artist: unknown
Print: Lithographic print
Dimensions: 23.4 x 39.1 in (59.5 x 99.5 cm)
Condition: Good condition - minor signs of handling, centerfolds, smaller tears and wear on the edges and a tiny bit of the lower left corner is missing - please see pictures.
Country: The Netherlands
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