Packing the beach set (1931)

Csemiczky originally studied to be a pharmacist. In 1926 he joined the Magyar Rádióújság (Hungarian Radio Newspaper), already as an employed graphic designer. Soon all the major radio companies - Philips, Tungsram, Orion, Standard - had him designing their brochures and posters. Until the end of his life, he worked as an illustrator for Therapia Hungarica, author of pharmaceutical advertisements and in-house graphic designer for Tungsram. He also worked for the Dorco company, a popular firm specialising mainly in titles in the 1920s and 1930s.

Csemiczky's true genre was advertising graphics, the basics of which he learned at the private school of Sándor Bortnyik. His work is characterised by simultaneous composition, the use of transparency, blotch and silhouette effects, editing on a plane or a specific spatial perspective. This gouache painting shows the simple means and wit with which Csemiczky could promote a new product. He uses colours (red-blue) and shapes (homogeneous surfaces, silhouette of a figure) to clearly separate foreground, midground and background. The elegant gift of a well-dressed, well-dressed man to his lady partner is in one of the golden points of the image, and also shines like gold, forming a halo of light around his body. By cropping the image at the head, he can further accentuate the merchandise itself, the Dorco beach set.