Ludwig Hohlwein

Ludwig Hohl wine ( born July 27, 1874 in Wiesbaden, † September 15, 1949 in Berchtesgaden ) was a poster artist, graphic designer, architect and painter. He scored alongside Lucian Bernhard, Ernst German - Dryden, Hans Rudi Erdt and Julius Klinger of the most prominent and stylish forming representatives of advertising art.

Life and work

While studying architecture at the Technical University of Munich hollow wine made ​​first illustrations for the papers of the Academic Architects Association. After studying in Munich and Dresden and study trips to London and Paris, he settled in Munich as an architect and designed down beside the interiors of private homes also awarded contracts for facilities of the hotel Continental and ocean liner. In 1901 he married Leoni dried. From this marriage two children were born. From 1904 turned hollow wine regularly prints, watercolors and tempera paintings at the Munich Glass Palace.

In 1905 Hohlwein participated with animal pictures at the Berlin Grand Art Exhibition. In the same year he was 3rd prize winner in the contest to sign designs for the community advertising the chocolate manufacturer Ludwig Stollwerck and the champagne producer Otto Henkell. Other winners were the artist Eugen Kirchner, Julius Diez, Friedrich Stahl, Albert Klinger, Fritz Klee, Bernhard half riders, Elly Hirsch, Anton Kerschbaumer, Johann Baptist Maier, Georg v. Kürthy, Fritz Helmuth Ehmcke, Paul Leuteritz, Otto Kleinschmidt, Ulrich Hübner, Anton Hoffmann, Otto Ludwig Naegele, Peter Würth, Ernst Oppler, A. Altschul, Jos Ant. Pepin and August Geigenberger. Later, he designed posters for hunting exhibitions. As early as 1924 included his artistic 3,000 titles, making it impossible to date to represent his work in its entirety.


In parallel to the so-called Sachplakat developed hollow wine its own, easily recognizable, typical style. The themes animal, hunting, art and landscape dominate his posters. Hollow wine built again dramatically on effective chiaroscuro and foreground - background contrasts. The object is reduced to colored surfaces and points. Only through the representation of the entire surface area of ​​the body regains its shape. The Doornkaat - Zecher is a good example of this technique. Hollow wine posters are in many of his clients still virtually unchanged in use and are classics German advertising.

Exemplary presentation of the artistic work

Especially in southern Germany are hollow wine works still frequently encountered in daily life. In Munich Central Station you will be greeted by a several -meter-high Franciscan monk who toasting the traveler in his brown habit and today is the main advertising medium for the Franciscans brewery. The monk who can be unmistakably each bottle label, every coasters, bottle caps and various other products in the Franciscan brewery, was already 1935. 1980 the Franciscans was minimally changed. To make him look friendly, they pulled the corners of the mouth upward. For the Munich Hellabrunn hollow wine produced several posters, including a seated leopard, behind the creeps Black panther with green eyes. The poster Hellabrunn Zoo exists in this form since 1912 and will be launched at regular intervals from the zoo as a promotional tool again.

As early as 1924 his artistic work includes 3,000 titles, making it impossible to date to represent his work in its entirety. His list of clients reads like the A- Z of the German economy. So he made for Audi, Bahlsen, BMW, Daimler Benz, Erdal, Ernemann, Görtz Shoes, Coffee Hag, Kulmbach, Leitz, Lufthansa, Märklin, MAN, Pelican, Henkel ( " Persil " ), Pfaff, Reemtsma, Sulima, Zeiss (Jena). Very well known is his poster for the World Exhibition in Brussels ( 1910).

Activity during the Nazi era and in the last creative years after 1945

In 1931 he declined the offer to emigrate to the United States. 1933 joined the NSDAP hollow wine, for which he had made numerous works already before the " seizure of power". During the period of National Socialism hollow wine coined similar to photographer Heinrich Hoffmann, the visual appearance of the "Third Reich", about his works for the Olympic Games 1936. According to one of his posters in 1937 in the German Reich a stamp on the theme " air raid ", printed in 1942 he designed a stamp dedicated to the equestrian competition for the " Blue Ribbon ".

As part of the denazification hollow wine received, politically charged as an advantage taker of the regime until February 1946 prohibition. Then he took to his death working as a graphic designer in a small studio in Berchtesgaden again.