Old enamel sign Gancia Vermouth Asti vintage pub bistro decor

AFW - Antique France Worldwide

Description

Old enameled advertising sign featuring the Italian brand Gancia, specializing in vermouth and Asti sparkling wines. The object has a rectangular shape with slightly rounded corners, and a characteristic domed surface typical of old enameled signs. The visible side displays graphics typical of mid-20th century advertising design, combining a white background with a large red band framing the name "Gancia" in large white letters, topped by a stylized blue motif in the background. The inscriptions "Vermouth" and "Asti" appear at the bottom left and right, respectively, in smaller red letters. At the bottom, the mention "EN VENTE ICI" (FOR SALE HERE) appears in blue.

The sign shows an authentic patina of use with wear, oxidation marks, rust stains, and visible scratches on the surface, particularly noticeable on the upper and lower edges, indicating its outdoor exposure. Several small chips and impacts are also visible, especially around the mounting perforations, typical of this type of old advertising signage.

The imposing typography and the combination of primary colors highlight the retro aesthetic of this sign, very representative of wall advertisements found in 20th-century cafés, bars, or grocery stores. No figurative decoration is present, the visual being focused on the impact of the brand and the readability of the commercial message.

The shiny and vitrified finish of the surface, visible across the entire front face, is characteristic of industrial enamel. The slightly domed appearance reinforces the visual robustness of the object. The edges show signs of friction and oxidation, with no major apparent deformation on the exposed side.

The inscriptions are perfectly legible despite the wear, which gives this sign all its decorative and historical interest. The whole is perfectly stable when placed flat, as in the photo, but it can also be hung thanks to the perforations provided for this purpose.

Condition

Used item sold as is, with signs of wear, enamel chips, scratches, rust stains, patina, and visible wear. See photos for the precise condition of the displayed side.

Did you know? Gancia is a company founded in 1850 in Canelli, in the Piedmont region, recognized for inventing the very first Italian sparkling wine using the traditional method. Enameled advertising signs were used from the late 19th century to promote alcohol and beverage brands in cafés and sales points, thanks to their weather resistance and strong visual appeal.

AFW Reassurance

Fast and careful shipping, professional packaging adapted to the object. Seller specializing in antique objects and vintage advertising.

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