The advertising poster from the French colonial period has now been preserved in the Cua Nam flower garden renovation project - Photo: T.DIEU
Recently, when passing through the Cua Nam traffic point (Hoan Kiem district, Hanoi), people were surprised to see a French advertising poster left over from the French colonial period on the wall of the transformer station inside the traffic island.
This is a French poster advertising Goodyear car tires (above) and Evian-Cachat bottled water (below), discovered in early 2023 when the People's Committee of Cua Nam Ward cleared the land to build Cua Nam traffic island, converting it into a flower garden.
When it was discovered, it surprised and excited many people interested in heritage and history as it was almost entirely an advertising poster in French and probably left over from the French colonial period.
After being exposed and receiving public attention, this poster was temporarily covered up by local authorities for protection.
After a year, the poster reappears with a new look for Cua Nam flower garden.
A French-era advertising poster is placed next to a painting of the Spring Flower Market by Luong Xuan Nhi - Photo: T.DIEU
The painting by artist Luong Xuan Nhi was painted on the wall - the transformer station, across the street from the famous artist's house - Photo: T.DIEU
Some Cat Tuong Ao Dai advertisements or using Cat Tuong Ao Dai images in old advertisements were redrawn - Photo: T.DIEU
The poster is kept in its original state, with many parts peeling off due to time. But now it is not "alone" but has many "friends".
The artists participating in the Cua Nam flower garden art project proposed a plan with the hope of increasing the appeal and meaning of the poster.
These are the three remaining walls of the substation repainted with French colonial paintings and posters that are more or less related to the above poster or to this location.
Cua Nam transformer station has additional advertisements for cars using Goodyear tires from the French colonial period - Photo: T.DIEU
According to artist Nguyen The Son - curator of this art project, the idea of the group is to bring an interesting story about the advertising culture that existed before 1954 in Hanoi with famous international and domestic brands.
In which the artists wanted to recall the Le Mur ao dai brand. Therefore, some advertisements for this ao dai brand and old posters with ao dai drawings were researched, selected and repainted on the wall opposite the wall with advertising posters from the French colonial period.
Another wall of the transformer station has re-painted advertisements of car brands Renault, Citroen... that used Goodyear tires at that time.
The remaining wall of the transformer station was repainted with the silk painting Spring Flower Market by the late artist Luong Xuan Nhi. The reason the painting was chosen to be repainted was first and foremost because it was beautiful and suitable for the poster.
Next, the wall with the painting is opposite the old house of artist Luong Xuan Nhi on Cua Nam street, where the painting was created.
Artist The Son added that in the near future, the project will carry out more installation works of female models wearing Ao Tu Than and Ao Ngu Than, scattered on the grass in the flower garden...
In addition, the opposite flower garden will have a stone sculpture reminiscent of the shape of an ancient South Gate.
According to the People's Committee of Hoan Kiem District, in the coming time, the district will assign the District Construction Investment Project Management Board to continue to carry out the overall renovation of Cua Nam flower garden in the direction of increasing people's accessibility.
The flower garden will be invested with walkways paved with suitable materials, synchronized urban equipment including trash cans, seats, lighting, additional grass, shade trees, etc.
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