The Milan printing house of G. Ricordi produced some of the most influential advertising posters of the era from the late nineteenth century up to World War I. Under the artistic direction of Adolfo Hohenstein, the firm help establish the careers of a number of Art Nouveau artists in producing images for Campari, the Mele department store, Monte Carlo, the Italian film industry and other European businesses. Just before the outbreak of the war, Ricordi produced a portfolio of 70 reduced versions of his firm’s greatest posters. This poster was by the firm’s artistic director and it promoted a motorboat exhibition and race, designed to entertain the rich and famous. The original posters are extremely rare, but even these images from the Ricordi portfolio have become quite scarce. This is a lovely example of the series.