An elegant French Art Deco advertising wall pocket (vide-poche or letter holder) dated 1934, executed in lithographed cardboard with a striking sage green, dark blue, and gold color scheme. Designed as a promotional item for the Parisian insurance firm "L'Alliance Régionale de France," this piece features classic Art Deco geometric motifs, including concentric circles and stylized typography characteristic of the period. The lower portion features an accordion-style pocket with dark green fabric bellows, designed to hold letters, documents, or a calendar pad.

Historical & Style Details

• Subject / Sitter / Source: Promotional letter holder for L'Alliance Régionale de France
• Period: Art Deco (1920s–1930s)
• Origin: France
• Material / Technique: Lithographed cardboard with paper/fabric accordion bellows and a brass-toned metal hanging eyelet
• Markings: Transcribed from front: "L'ALLIANCE RÉGIONALE DE FRANCE / OCEANIDE ET ALLIANCE REGIONALE DE FRANCE REUNIES / 1934 / SOCIÉTÉ ANONYME D'ASSURANCES ET DE RÉASSURANCES / FONDÉE EN 1916 / CAPITAL : 5.000.000 de F. (ENTIÈREMENT VERSÉS) / SIÈGE SOCIAL : 27, Rue Blanche, PARIS / R.C. SEINE 42.150 / S'ADRESSER A M. / AFFICHE APPLIQUÉE SANS TIMBRE DANS UN LIEU PUBLIC"
• Colour & Surface: Matte sage green ground with navy blue panels and metallic gold-toned borders and accents
• Condition: Light wear along the edges, minor scuffing to the lithographed surface, bellows intact and functional, overall excellent vintage preservation

History

This wall pocket is a classic example of French commercial ephemera from the interwar period. During the 1930s, insurance companies and other financial institutions in France frequently distributed decorative and functional items like calendars, blotters, and letter holders to clients as promotional gifts. Designed in the prevailing Art Deco style, this piece reflects the sophisticated graphic design standards of Paris in 1934, combining utility with elegant modern ornament.