[DRAEGER] Automobiles Alda. 1. Poésie par Redelsperger. 2. Préface Frantz Reichel. 3. Description du Chassis.

(Paris, Draeger, n.d. – circa 1912).

3 volumes small 8vo, original grey paper boards with illustrated label in black and orange in the upper outer corner of the first side, decorated pastedowns in white and orange, in the original box. (8) pp., (20) pp., (20) pp. The text printed on fine laid paper, the b/w plates on semi-glossy paper.

Exquisite coloured illustrations throughout by Flox [= Félix Lorioux], black and white plates showing the different models or giving photographic views of the manufacture and the showroom on the Champs-Elysées in Paris. Complete.

First and only edition of a stunning and extremely sophisticated Draeger production for the important car maker.

The catalogue is presented in three parts: the first is an ADA-themed poem by Redelsperger, the second part called “Préface” is a history of the company by French journalist Frantz Reichel, the third and last part is a presentation of the car, the different models, with technical specifications and prices. Flox is actually the pseudonym of the celebrated French artist and important book illustrator Félix Lorioux (1872-1964). Early in his career he met designer printer Draeger and started to work as a graphic artist for famous brands, including Alda and Citroën cars, Lancel and others. A friend of Walt Disney, who admired his work, he illustrated Mickey stories for the French market until 1934.

Certainly one of the finest pre-1914 car trade catalogues.

Very rare indeed.

Light wear to the slipcase, else a beautiful fresh copy.

Ref. Not in Pages d’or de l’édition publicitaire.

Price: 850,00 euros

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