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Title: 5-eme Expo de la Locomotion Aerienne |
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Description: This 1913 poster advertises Paris, France’s “Fifth International Exhibition of Aerial Locomotion” (or 5-eme Expo de la Locomotion Aérienne in French). As the poster advertises, the event was held at the Grand-Palais de Champs-Élysées between December 5 – 15, 1913. The Trade Association of Aerospace Industries (La Chambre Syndicale des Industries Aéronautiques) was the official organizer of the event. The Ministries of War & Navy (Ministères de la Guerre et de la Marine) and L’Aero Club de France provided official assistance. |
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As Tom Crouch explains, the Blériot XI and its derivatives “dominated the air-racing and exhibition circuit in the years prior to WW-I.” Louis Blériot was a French aviation icon, and his airplanes were a source of national pride. Blériot himself participated extensively in the 1913 event, both hosting one of the largest booths in the pavilion and working as a member of the event’s general commission. Blériot was not the only heavyweight in attendance, however, as the French aviators Nieuport and Bregeut had booths directly across and next door to Blériot (respectively). Still, this original 1913 poster shares the same imagery as the exhibition’s official catalogue and having a Blériot aircraft featured in the official advertisements would have been quite a coup; particularly when considering how many outstanding aviators and engineers France was famed for producing during the period. Though the artist Georges Dorival documents many of the Blériot XI’s signature features, he takes artistic liberty with the aircraft’s tail. While the horizontal tail-wing is realistic, the vertical tail-wing is stylized to look like a bird’s tail-feather. This artistic allusion to a bird communicates the aircraft’s the natural ease in the sky and its inherent ability to fly. As the plane sweeps across a scenic (and metaphorically “bird’s eye”) view of the Grand Palais de Champs-Elysees and the Siene River, it glides with both agility and grace. Although only the fifth iteration of this annual event (which continues in derivative form today), it was rigorously organized. For example, even the basic rules for eligibility were meticulously drafted (notably, all explosive materials were strictly prohibited). An official event pamphlet documents that all participant applications were due three months in advance of the event, by September 15, 1913. Upon application for attendance, applicants were able to specifically apply for tiered levels of participation. To participate on the most popular days and at best locations event organizers charged a higher space rental and distribution rate. Admission fees for spectators were also tiered, with a 1-franc fee to attend Saturday – Thursday, and a 5-franc fee on Fridays. Of the five participant categories, category one was both the most expensive and the most prestigious. Ostensibly while anybody could apply for and purchase category one status, French aviation firms dominated the grouping. Category one booths were placed sous la coupole, or “under the dome.” An unbeatable location, the booths were housed right off the Champs-Elysees (main) entrance, in the heart of the exhibition pavilion. One of the reasons why the booths hosted such premier aviation companies, including Blériot, Nieuport and Breguet, was because only the top firms could afford the staggering rental fees: category one fees started at 6,000 franc-packages and increased thereafter. Aside from the lavish booths, the pavilion itself was a sight to see. Pictures taken during the event show an absolutely stunning interior, as pristine booths boasting top-of-the-line aircraft sat nestled in the Grand Palais’ general opulence. The pavilion was covered in lush flora: provincial flowers in hot-air-balloon vases described a narrative of French aviation production and invention, palm fronds and other tropical plants suggested an exoticism of far-flung destinations, and indoor fountains spoke to the event’s general decadence. The 1913 event was wildly popular – much like other contemporary air exhibitions throughout France and Europe. When the exposition opened on September 5, 1913 it consisted of about 200 exhibitors. Even advertisers competed to get space in event materials. Speaking to the event’s general popularity and appeal, while some advertisers had aviation connections, many didn’t. Likewise, advertisements for light bulbs, sanitizing wipes, and pens appeared next to advertisements for wireless radios, engine companies, and mechanical tools. |
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