Ludwig Hohlwein

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Ludwig Hohlwein

Ludwig Hohlwein (born July 27, 1874 in Wiesbaden , † September 15, 1949 in Berchtesgaden ) was a German poster artist, graphic artist, architect and painter. Along with Lucian Bernhard , Ernst Deutsch-Dryden , Hans Rudi Erdt and Julius Klinger, he was one of the most prominent and style-forming representatives of the art of advertising .

life and work

Léonie Hohlwein, née Dörr (1910)
Advertising stamp for the German sightseeing flight in 1925, BZ price of the air
75 years of the Deutsches Museum in Munich: 50 pfennigs postage stamp of the Deutsche Bundespost from 1978 based on a poster by Hohlwein

Ludwig Hohlwein made his first illustrations for the newspapers of the Academic Architects' Association while studying architecture at the Technical University of Munich . After studying in Munich and Dresden as well as study trips to London and Paris , he settled in Munich as an architect. In addition to the interior fittings of private houses, he also designed commissions to equip the Grand Hotel Continental (Munich) and for ocean liners. In 1901 he married Leoni Dörr. The marriage had two children. From 1904, Hohlwein regularly exhibited graphics, watercolors and tempera paintings in the Munich Glass Palace .

In 1905 Hohlwein took part in the Great Berlin Art Exhibition with pictures of animals . In the same year he was the 3rd prize winner in the competition for advertising designs for the joint advertising of the chocolate manufacturer Ludwig Stollwerck and the sparkling wine manufacturer Otto Henkell . Other award winners were the artists Eugen Kirchner, Julius Diez , Friedrich Stahl , Albert Klinger, Fritz Klee , Bernhard Halbreiter , Elli Hirsch , Anton Kerschbaumer , Johann Baptist Maier , Georg v. Kürthy, Fritz Helmuth Ehmcke , Paul Leuteritz, Otto Kleinschmidt , Ulrich Hübner , Anton Hoffmann , Otto Ludwig Naegele , Peter Würth, Ernst Oppler , A. Altschul, Ant. Jos. Pepins and August Geigenberger. He later designed posters for hunting exhibitions.

Worked during National Socialism and in the last creative years after 1945

Poster for the NSD student union

In 1931 Hohlwein turned down the offer to emigrate to the United States . In 1933 he joined the NSDAP , for which he had already done numerous works before the seizure of power . During the time of National Socialism , Hohlwein shaped the visual appearance of the Third Reich like the photographer Heinrich Hoffmann , for example through his works for the 1936 Olympic Games . According to one of his posters, a postage stamp on the subject of " Air Protection " was printed in the German Reich in 1937, and in 1942 he designed a postage stamp for the equestrian competition for the "Blue Ribbon".

In the course of denazification , Hohlwein was banned from working as a beneficiary of the regime until February 1946. He then resumed work as a commercial artist in a small studio in Berchtesgaden until his death.

style

Parallel to the so-called object poster, Hohlwein developed his own, easily recognizable, typical style. The themes of animals, hunting, technology and landscape dominate his posters . Hohlwein repeatedly built dramatically on effective light-dark and foreground-background contrasts. The object is reduced to colored areas and points. Only through the representation of the entire base area does the body regain its shape. The Doornkaat cup is a good example of this technique. Hohlwein's posters are still used almost unchanged by many of his clients and are among the classics of German advertising .

Exemplary representation of the artistic work

In southern Germany in particular, Hohlwein's works can often be found in everyday life. In Munich Central Station you are welcomed by the larger than life statue of the Franciscan , who toasts the traveler in his brown robe and who is still the main advertising medium for the Franziskaner Brewery today. The monk, who makes the bottle labels, beer mats, crown caps and other products of the Franziskaner brewery unmistakable, was created in 1935. In 1980 it was changed minimally: to make it look friendlier, the corners of the mouth were pulled up. In 1907 Hohlwein created a drawing for the Salmenbräu brewery in Rheinfelden .

For the Hellabrunn zoo in Munich , Hohlwein made several posters, including a sitting leopard behind which a black panther with green eyes creeps. The zoo's poster has existed in this form since 1912 and is re-issued by the zoo as an advertising medium at regular intervals.

As early as 1924, his artistic output comprised 3,000 titles, so that to this day it is impossible to depict his oeuvre in its entirety. The list of his clients reads like the A – Z of the German economy. He manufactured shoes for Audi, Bahlsen, BMW, Daimler-Benz, Erdal, Ernemann, Görtz, Kaffee Hag, Kulmbacher, Leitz, Lufthansa, Märklin, MAN, Pelikan, Henkel ("Persil"), Pfaff, Reemtsma, Sulima , Zeiss (Jena). His poster for the World Exhibition in Brussels (1910) is also well known .

Posters (selection)

1910
  • Confection Kehl PKZ , Zurich, 1908
  • Lottery of the Munich exhibition , 1908
  • Richard Strauss Week , Munich, 1910
  • Bulgarian hero, Menes Wiesbaden cigarette factory , 1916
  • International import fair, Frankfurter Messegesellschaft, Frankfurt am Main 1919
  • LEW - Lech Elektrizitäts Werke AG Augsburg, approx. 1920
  • The steel helmet, Reichsfrontsoldatentag, 1929
  • Work - Bread - Drum List 1 , Reichstag election 1932
  • Association of German Girls in the Hitler Youth , 1933
  • NSV, public health, national community, child protection, maternity protection, combating begging, wanderer welfare, 1933
  • Victims to fight hunger and cold, Winter Relief Organization of the German People, 1933
  • Don't donate - sacrifice, Winter Relief Organization, 1933
  • Munich festival summer, 1935
  • Night of the Amazons , the great park festival of the city of Munich in the Nymphenburg Palace Park, 1936
  • The horse in art, exhibition in the Königsbau of the Munich Residence, 1936
  • The streets of Adolf Hitler in art, Munich, 1936

literature

Web links

Commons : Ludwig Hohlwein  - Collection of Images

Individual evidence

  1. ^ Karl Hofacker: Kunstgewerbeblatt. 16th year, Leipzig 1905.
  2. ↑ Aargauer industrial culture : Salmenbräu-Rheinfelden 1907. Accessed on October 16, 2019 .
  3. ↑ Ludwig Hohlbein at Christie's May 20, 2009
  4. ↑ Lottery 1908
  5. ^ Richard Strauss Week Museum Folkwang shows "Theater for the street - posters for the theater" Essen 2014
  6. ^ Bulgarian hero Menes Wiesbaden
  7. ↑ List 1
  8. ↑ Figure
personal data
SURNAME Hohlwein, Ludwig
BRIEF DESCRIPTION German poster artist
DATE OF BIRTH July 27, 1874
PLACE OF BIRTH Wiesbaden
DATE OF DEATH September 15, 1949
Place of death Berchtesgaden