The cover with the close-up profile of Joan Crawford is illustrated by Florent Margaritis (1910-1983). In this beautiful fragment of the musical film ‘Dancing Lady’ (1933), Art Jarrett croons Everything I Have is Yours while Joan Crawford floats by dancing.
We have only three sheet music by Florent Margaritis. One of them already introduced a previous post about bumper cars. And here is the third one.
Details about Margaritis’ life are largely unknown, except for the following WWII episode when he became a founding member of the Groupe d’Oppède.
In 1933 Florent Margaritis started studying architecture at the École des Beaux-Arts in Paris. Not having finished his studies he was mobilised in 1939. In the aftermath of the armistice in June 1940 Florent and two of his schoolmates were demobilised in southwestern Pau. As the Germans occupied Paris they decided to stay in the zone libre. One of the friends, Georges Brodovitch, suggested to go to Oppède, a ruined medieval village in the Lubéron. There his brother had bought a derelict oil mill and a priory just before the start of the war. This brother was Alexey Brodovitch, a Russian-born photographer, designer and teacher who after working for Diaghilev’s Ballets Russes in Paris had moved to the US where he became artistic director of Harper’s Bazaar. He had bought the two old buildings in Oppède in order to restore them as part of an artist-in-residence program for his students. A plan which was cut short by the war.
The three mates persuaded three other pals to accompany them to Oppède. When the six youngsters arrived there, they were surprised to see a deserted Romanesque village hanging on a steep rock, dominated by a fortress church and a dismantled castle. The village had only six inhabitants left. The other seven hundred had gradually abandoned the crumbling eagle’s nest. Have a look at this bird’s eye view of the place nowadays.
The first members of the group settled into the old oil mill. There was no water nor electricity. Florent Margaritis acquired a trailer in which he made his office and his bedroom.
After the summer and the early enthusiasm, one would have expected the embryonic community to fall apart and disperse. But quite the opposite happened.
The workshop of the Parisian Ecole des Beaux-Arts to which Florent Margaritis belonged, had also moved to the Zone Libre, to Marseille. And Margaritis obtained that the Oppède workshop was recognised as an annex of the school. Students would be able to complete their studies and graduate in Oppède. It was an adventurous enterprise though: with large drawing cardboards on their bicycle racks, the students had to shuttle the 170 kilometres between Oppède and Marseille.
The then latest winner of the premier grand prix de Rome of architecture, Bernard Zehrfuss, was detached to Oppède. He quickly became the undisputed leader, or rather, since any hierarchical structure was excluded, the driving force of the community. Rapidly the group grew up to forty members, counting architects, painters and sculptors. A dormitory was set up for the bachelors in an old building with walls as thick as those of a fortress. The two or three couples aggregated to the group nestled in makeshift lodgings.
Like every avant-garde movement the group wrote its own art manifesto: Oppède would become the centre of a vast corporate city to group all sorts of artists and craftsmen who would then spread all over the Vaucluse…
But life in Oppède was rough.Three months of snow and not a single hour of sunshine during the winter of 1941. Everything was pooled, including ration cards. There was a war going on after all. The group lived a monastic regime and matching schedule: meals at 5:30 am, 1 pm and 7 pm, late arrivals not allowed. On the menu carrots and turnips every day, neither oil nor butter, and meat twice a month.
The group had close contact with the surrealists finding refuge in villa Air-Bel in Marseille. This mansion was home to artists who had fled the zone occupée and were waiting for a departure to the United States. Amongst them were André Breton, Max Ernst, Marc Chagal and Marcel Duchamp. At one point, the wife of Antoine de Saint-Exupéry, Consuelo, left villa Air-Bel to join the Groupe d’Oppède. This comes as no surprise knowing that de Saint-Exupéry’s marriage was strewn with periods of infidelity (from both sides). So it seems that Consuelo de Saint-Exupéry had followed Bernard Zehrfuss to Oppède. She stayed there a few months in 1941 before returning to her husband in New York. In 1945 she wrote a book about her stay in Oppède: ‘Kingdom of the Rocks’.
The decline of the group began in 1942 with the German invasion of the Zone Libre. Everyone scattered except a few.
The training of young people by the Groupe d’Oppède matched the wish of the Vichy government to restore the glory of France. So the regime gladly supported the group’s projects. Also, the group easily reached an agreement with the deputy mayor sworn in by the Pétain regime. As a consequence, after the war, members of the Groupe d’Oppède had to defend themselves against charges of collaboration.
One can ask oneself why these young people retreated to a remote corner of the Provence after France’s defeat. While the participation of the Groupe d’Oppède in the Vichy propaganda is beyond doubt, their cooperation was apolitical. They were naively in search of a collective artistic experience, and they tried to forget the drama of war. In this way they had created their self-contained utopian community.
Zehrfuss joined the Free French Forces while others participated in the French Resistance. It is also known that Jewish refugees found shelter in the group.
After the war Florent Margaritis continued his work as an architect and illustrator in the South of France.
This superb geometrical cover suggests the song is about a beautiful girl named Arlita. Far from it though, it prosaically sings the technological praise of a light bulb! The glass lamp is represented here by large discs in shades of purple around the fleshy rose face of a girl. The design is attributed to Marcel-Louis Baugniet (1896-1995) a Belgian painter, furniture designer and decorator. The drawing certainly reflects his style which was influenced by Bauhaus, cubism, De Stijl and Russian constructivism.
In the girl’s traits many like to recognise the portrait of the Brussels dancer and artist Akarova (born Marguerite Acarin, 1904-1999).
Akarova was an emancipated garçonne. Her fame as a dancer earned her the unofficial title ‘the Belgian Isadora Duncan’. In 1922 she married Marcel-Louis Baugniet. Both designed the avant-garde costumes and decors for her stage performances and continued to do so after their rather brief marriage. They stayed friends though, and both lived well into their nineties.
Philips, the producer of the Arlita light bulb, is a Dutch company founded at the end of the 19th century. Immediately after WWI a Belgian branch was established. From there the Arlita lamp was manufactured and launched in 1929.A massive advertising campaign —including press articles, brochures, publicity folders, albums and posters— heralded the birth of the frosted lamp.
It is in this marketing storm that one has to situate the sheet music above. The song and the publicity celebrated Arlita as a wonder of technology and cost cutting. To deliver this last message the marketeers even introduced a nasty Gollum-like figure: the current devourer (or stroomvreter in Dutch).
The marketing strategy led to a commercial success. The Arlita sales soon accounted for 80% of the turnover. The Arlita bulb was followed by the super Arlita, and then came the bi-Arlita with a double filament. One man was at the heart of the marketing operations: Jacques Vink. He had been involved with the international advertising department of the Philips house in the Netherlands, before becoming head of the Belgian branch. From his beginnings in 1907 Vink regularly gave artists assignments to create publicity. And once in Belgium it was but a further step to ask avant-garde Belgian artists to design merchandising in order to promote the Philips light bulbs. In this way he ordered this silverware salt shaker from Oskar Wiskemann…
… and a set of playing cards with various instances of the lamp, hidden in the pictures.
The Arlita campaign coincided with the fiftieth anniversary of the invention of the light bulb by Thomas Alva Edison. To anticipate this event Philips supported a series of school lectures throughout Belgium. Moreover, Jacques Vink also devised a delicate attention for the parents who’s baby was born on October 29, 1929. They received a luxury box with an Arlita lamp. He even sent one to Edison himself who replied with a friendly letter.
We discovered in our collection another publicity for light bulbs. It is more than a decade older and is for Osram, the German competitor of Philips. The name of the light bulb holds an oriental flavour: Osram Pacha.
The illustration is by Pousthomis who got his inspiration from a 1911 poster by D. Vasquez Dial. The composer fantasised about the brand name Osram, which is derived from osmium and wolfram (German for tungsten). Both these elements were commonly used for lighting filaments. Maybe the name Osram, in its resemblance to Osman I, the founder of the Ottoman empire, inspired Pousthomis to draw this oriental dance setting for the German light bulb. This consonance can also explain why the lamp was christened Pacha, ‘pasha’ being an honorary title in the Ottoman empire.
We will end with a documentary as a tribute to Thomas Edison, who is granted the invention of the incandescent bulb although it is the work of many inventors, rather than his lone genius. A pity he didn’t invent a hearing aid.
Alexandra Chava Seymann wrote us from Vienna about her grandfather, the composer of Valse Tabromik. Otto Heitzmann (1885-1955) was born in Linz, Austria. His parents continued the prestigious Viennese piano company founded by his grandfather Johann Heitzmann in 1839.
But as Alexandra Seymann tells us “Otto M. Heitzmann turned out to be more interested in actually creating and making music than in manufacturing pianos. He became a composer, conductor and music director. He worked in Poland, Denmark, Iceland, Austria, Germany, and the Czech Republic. He was married three times, first in Poland, then in Denmark (where he left two children), finally in Austria (where my mother was born). Unfortunately, due to his vagrant life, two world wars, and also family conflicts (his third wife was not exactly happy with his artist’s life and cut ties with him), there is close to nothing left of his portfolio.”
Otto Heitzmann composed the Tabromik walz while working in Poland in the early Twenties. The sheet music is used to promote Tabromik, a vodka and liquor factory in Poznán and Gniezno, Poland. The brand took its name from the first letters of the factory owner’s name, Tadeusz Bronislaw Mikołajczyk (1895-1933).
Mikołajczyk was an ambitious businessman who had only completed elementary school. He taught himself marketing and advertising and founded Tabromik in 1920. It is not clear where he got the funds for the company’s development but after a year it is said he already employed 250 people. He also started other successful projects but got involved in speculative and shady business and ended up bankrupt. Shortly thereafter, he died young as the result of an accident.
The illustration of the sheet music was created by Wilhelm Ludwik Rudy (1888-1940). The same year Rudy also designed a set of air mail stamps. They were issued by Aerotarg, the first Polish airline, in agreement with the Polish Post. Attached to each stamp was an advertising label, inscribed T.A.B.R.O.M.I.K. These stamps had to be bought for airmail in addition to the normal postage rate.
The short-lived Aerotarg was founded in Poznań in 1921 in order to serve visitors of the first Poznań Industrial trade fair. The organizers of the fair financed the venture. Aerotarg leased six Junkers F 13 aircrafts and the first regular Poznań-Warsaw and Poznan-Danzig flights were set up.
Between May and June the newly created airline transported around 100 passengers and 3 tons of parcels. The venture turned out to be unprofitable and ceased operation less than a month after its start-up. The fair committee lost its venture capital.
In the copyright statement of Valse Tabromik Mikołajczyk proudly mentions Tabromik’s ‘Publishing and Advertising Department‘, giving it a prestigious cachet . Compared to other Polish sheet music from the time though, it looks to us a rather clumsy publication. It is printed in black and white on thin, cheap paper with the notes shining through. The typography is uninspired. In an attempt to brighten up the cover Wilhelm Rudy drew a slightly bizarre couple: he grins idiotically at his waltzing partner while she —oblivious to her fraying hat— stiffly tries to ignore an upcoming nipple gate.
Apart from the few air stamps above, I could find almost nothing about the life and work of this illustrator, although there is the horrendous fact that Wilhelm Rudy died in the Katyn massacre in April 1940.
To conclude, Alexandra Seymann explains how so few things have remained from her grandfather’s musical opus: “Otto Heitzman died in 1955 in Waidhofen an der Thaya (Lower Austria), Austria, at the age of 70; my mother was merely 11 at the time, and I never got to know my grandfather as I was only born more than two decades later; the children from his second marriage died before I could get in touch with them. The Heitzmann family is now dispersed all over the globe, but there is very little information and very few documents left of Otto. I try to piece together whatever I can find in archives, old newspapers, official records. Finding a complete composition is a beautiful and touching moment!“