An exceptional Dutch polychrome De Gruyter 'Koffie' (coffee) tile mural featuring an oriental coffee scene, PZH Gouda (attributed to), 1920s

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An exceptional Dutch polychrome De Gruyter 'Koffie' (coffee) tile mural featuring an oriental coffee scene, PZH Gouda (attributed to), 1920s Work: 197 x 135,5 cm Frame: 216 x 154 cm Tile: ca. 15 x 15 cm The tile mural on offer is a remarkable example of early 20th-C. Dutch tile art used in shop interiors and advertising. The tile mural can be attributed with a high degree of certainty to the renowned Plateelbakkerij Zuid-Holland (PZH) in Gouda, one of the most celebrated Dutch potteries of the interwar period. Its style, border decoration, colours, and composition bear a strong resemblance to the well-known De Gruyter tableaus still found in a few former shop locations in Amsterdam (Utrechtsestraat 99 and Haarlemmerdijk 63). These monumental tile tableaus were part of luxurious shop interiors through which De Gruyter -in the early 20th C. -projected an image of itself as a modern, internationally oriented grocery empire. Products such as coffee, tea, cocoa, and jam were depicted in exotic or colonial scenes, perfectly in keeping with the Art Deco aesthetic and the commercial optimism of the era. De Gruyter was a Dutch retail chain that operated during the 19th and 20th C. At its peak, it had more than 550 stores and nearly 7.500 employees. The curtain fell on the retail chain in 1976. Several stores were taken over by Macro and De Spar. Ref.: - Another De Gruyter tile mural is in the possession of the Dutch Tile Museum in Otterlo (Nederlands Tegelmuseum, Otterlo, the Netherlands). - Private collection, the Netherlands.

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