In the Julian area
advertising develops in 1893-94 through Giuseppe Sigon’s work and the
contribution of the Modiano company from Trieste. Sigon started a new business
inside Modiano, a lithographic production centre for big size prints like
advertising posters, etc. Sigon worked for posters advertising shipping company
Lloyd, in particular the Austrian and the American Lloyd, numerous firms, shops
and local activities in the Julian area. After some time, a professional
training centre was founded inside the company where artists started learning
chromolithography. The best artists from Trieste, Istria, Fiume and Dalmatia
collaborated with Modiano to create ads on behalf of third parties. Some of
them were Orell, Cambon, Wostry, Lucano, Grimani and Flumiani. After Sigon’s
death his son Pollione, together with his brothers Bruno and Filiberto, took
over the role of main painter and graphic designer inside the company until the
1960s. His artistic production is characterized by a continuous evolution,
ranging from sharp caricatures to liberty style with hints of art deco and
futurism. His artistic taste definitely shaped the products of the company,
which meanwhile led the graphic field in Venezia Giulia.