Aankondiging voor kalender 1909 Possibly 1878 - 1911

Curator: Here we have Theo van Hoytema's "Aankondiging voor kalender 1909", a lithograph advertisement print from the early 20th century held at the Rijksmuseum. Editor: Oh, how beautiful. There's a nostalgic calmness here; the sepia tone lends this sense of historical narrative. Those birds, perhaps herons, appear to be taking flight, evoking freedom. It makes me wonder if this is announcing a calendar from a naturalist’s perspective? Curator: Precisely. Van Hoytema was deeply inspired by nature, reflected through Art Nouveau aesthetics in his graphic designs. It was a departure from pure aesthetics: art having social impact. Editor: The typography dances along the design with the illustration – everything coexists so nicely! This wasn’t just an announcement but a piece of art. And only ten guilders? Bargain! Curator: Indeed. The calendar and announcements are significant for several reasons. Firstly, they highlight the rising importance of graphic design and printed matter in early 20th-century culture. Also, this artist and these types of printed material were very common to witness during the Dutch Art Nouveau movement, emphasizing the political power and expression behind them. Editor: And do you think people signed the attached paper and mailed it, wanting the calendar for themselves? Curator: Well, the presence of blanks for a name and address, plus that bit saying the ‘undersigned wishes to receive’, definitely suggests so! A mail-in form is just genius as well. A beautiful reminder that calendars are more than a timeline marker, they are also little pieces of art themselves. Editor: I know I am left wanting to see each lithograph. Hoytema makes you want to know so much more. It's quite an achievement for something seemingly functional.