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Vintage c.1945-50 Jelmoli Zurich Switzerland Pictorial Map Brochure Otto M. Müller GI Cover
Original vintage fold-out pictorial map and advertising brochure issued by Jelmoli, Zurich’s famous department store (the “Glass Palace”).
Cover features a humorous cartoon of three American GIs in uniform with cameras and cigars under the heading “WELCOME TO ZURICH,” plus Jelmoli’s lion mascot asking “What’s the program?” A die-cut window shows a small view of the store. Interior has a detailed bird’s-eye pictorial map of central Zurich by Swiss graphic artist Otto M. Müller, numbered hotels, the Limmat, Lake Zurich, and the Jelmoli building prominently highlighted. Verso promotes gifts, linens, watches, perfume, etc., and invites visitors to the American Women’s Club / G.I. room on the second floor. The brochure was clearly intended in part for English-speaking and American Soldiers and visitors. The introductory section gives a history of Jelmoli, noting its founding in 1833, and promotes the store as a destination for visitors looking for Swiss souvenirs and gifts.
An especially interesting piece of postwar-era social history is the printed notice directing visitors to the G.I. room of the American Women’s Club on the 2nd floor, where American travelers could obtain information, rent bicycles and potentially receive invitations to Swiss families.
The centerpiece is the large illustrated “ZURICH – SWITZERLAND” city map showing streets, waterways, buildings, hotels, transportation and landmarks, with the Jelmoli store prominently illustrated. The map artwork is signed OTTO M. MÜLLER at the lower right.
The outer panel features the colorful period artwork: “WELCOME TO ZURICH” “What’s the program?”
“You haven’t seen the place if you haven’t been to Jelmoli.”
Inside are additional illustrations advertising watches, jewelry, music boxes, clothing, textiles and other Swiss gifts and merchandise.
Publisher/Advertiser:Jelmoli department store, Zürich, Switzerland
Subject: Zürich tourism / Jelmoli department store
Artist/Cartographer: Otto M. Müller – pictorial map signed in print
Date/Era: circa 1945–1950 (OCLC and Müller archive date this edition 1945–1949)
Language: English (GI / American tourist targeted)
Country/Region of Manufacture: Switzerland
Type: Pictorial tourist map / advertising brochure
Format: Folding illustrated tourist brochure with pictorial city map
Measurements: Folded - Approximately8 1/4\" Tall by4 1/2\" Wide
Condition: Vintage used condition with age toning, handling and fold wear, scattered spotting/soiling, edge and corner wear, and some small losses/separations at the lower fold intersections. Please examine photographs carefully. The illustrated map remains colorful and highly attractive.
A particularly appealing piece for collectors of Zurich and Swiss tourism memorabilia, pictorial maps, vintage travel ephemera, department store advertising, Jelmoli memorabilia, or post-WWII American travel material.
This version was clearly produced for American servicemen and tourists in the immediate postwar years. An example is held by the Wisconsin Veterans Museum Research Center; another is at the Zentralbibliothek Zürich. Müller’s archive at ZB Zürich lists this exact Jelmoli “Zurich – Switzerland” map as 1945–1949.
From my Parents or Grandparents or other Family or Friends Members Estate Don\'t Want to Wait or offer or Pay Quit that Much Please Make Us an Offer All reasonable offers will be considered and receive a response
Shipped Boxedor Boarded Well Padded & Secure via USPSGround AdvorPriorityMail orUSP Ground w/ Tracking & Ins.And we do our Best to Ship in One Day or LessOur photos are the most important part of our listing Foldout Map / Brochureyousee is the one you will get andare part of the Description,LOOK,They are 1000\'s of wordswe try to offer many from all sides. Please check them closely and let us know if we can give any additional info.We don\'t Clean, Shine or Oil items, they are just as found, more fun that way and you get a better idea of what you are really buying, easy to make a tired item look like a Million Bucks, you are seeing it without or before its all Dolled up. That\'s on youAlways willing to Combine to saveyou money on postageThanks for the Look and ConsiderationReturns are accepted when item is not as described, but if item has any additional flaws or shows use the buyer pays return shipping
Jelmoli Zurich Zürich Switzerland vintage tourist map pictorial map Otto Muller Müller Swiss travel brochure department store advertising GI American Women’s Club ephemera
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