This series of 13 colour illustrations by Tony Sarg (April 21, 1880–March 7, 1942) take us back to London in the 1910s. Sarge, who created those huge balloons flown at the Macy’s Thanksgiving Parade, made these matted prints for the Underground Electric Railways Company of London’s calendar of 1914. (The UERL was the precursor of today’s London Underground.) Sarg’s images depict vivid scenes of people at play. We see them at Hampstead Heath (‘Appy ‘Ampstead during the Easter Fair), the Royal Academy, West End shops, Richmond Park and a trip to the Southend seaside. They are human vignettes reminiscent of work by Dutch painter Pieter Bruegel (c. 1525–1530 – 9 September 1569) and English artist Martin Handford’s Where’s Wally? (aka Where’s Waldo?).
‘Appy ‘Ampstead – Plate from “Humours of London” by Tony Sarg. Published by the Electric Underground Railway Company, printed by Johnson Riddle & Co. Color print.
At Southend
A dual career as an illustrator and star puppeteer isn’t exactly a route to fame and fortune today, but back in the twenties and thirties, Tony Sarg pulled it off. And even if he’s no longer a household name, everyone knows Sarg’s biggest project: In 1928, he floated the idea of creating giant inflatable figures that could be paraded down Broadway and got Macy’s to try them out on Thanksgiving. (A few years later, he did the first set of the store’s animated Christmas windows, too.) Raised in Germany, Sarg popularized old-world marionette technique in the U.S., performing at the Chicago and New York world’s fairs and designing the latter fair’s official map. A master of branding before the word existed, he also opened a small chain of kiddie stores, and produced toys and books and puzzles by the carload until his death in 1942.
At the Royal Academy.
Plate from “Humours of London” by Tony Sarg. Published by the Electric Underground Railway Company, printed by Johnson Riddle & Co. Color print. People mill about the Royal Academy of Art in London, looking at painting and interacting with each other. Originally large bound folio, 13 humorous scenes of London. May in the Underground calendar for 1914
At the Play
Plate from “Humours of London” by Tony Sarg. Published by the Electric Underground Railway Company, printed by Johnson Riddle & Co. Color Print. Originally large bound folio, 13 humorous scenes of London. Street scene showing many people lined up alongside building with awning. Probably a queue for the theater. Fruit vender and singers. January in the Underground calendar for 1914
At the Proms
Plate from “Humours of London” by Tony Sarg. Published by the Electric Underground Railway Company, printed by Johnson Riddle & Co. Color Print. Originally large bound folio, 13 humorous scenes of London. Symphony, showing orchestra pit, grand piano, and audience. Septermber in the Underground calendar for 1914
In Toyland
Plate from “Humours of London” by Tony Sarg. Published by the Electric Underground Railway Company, printed by Johnson Riddle & Co. Color print. Originally large bound folio, 13 humorous scenes of London. Inside of large store, showing people shopping. Christmas tree at top of stairs, center aisle marked “dolls.” December in the Underground calendar for 1914
At the Shops
Plate from “Humours of London” by Tony Sarg. Published by the Electric Underground Railway Company, printed by Johnson Riddle & Co. Color Print. Originally large bound folio, 13 humorous scenes of London. Traffic scene showing bus, horse drawn wagon, men with sandwich boards advertising the pallidium, shop windows, etc. February in the Underground calendar for 1914
Ice Skating Scene
Plate from “Humours of London” by Tony Sarg. Published by the Electric Underground Railway Company, printed by Johnson Riddle & Co. Color print. Originally large bound folio, 13 humorous scenes of London. People ice skating. Man falling, couple dancing, policeman watches as boy buys chestnuts. This image was not included in the calendar or poster formats published by the Underground. Not included in the Underground calendar for 1914
Richmond Park
Plate from “Humours of London” by Tony Sarg. Published by the Electric Underground Railway Company, printed by Johnson Riddle & Co. Color Print. Originally large bound folio, 13 humorous scenes of London. Entrance to park, with cars, bicycle, scouts. Sign on entrance: Motor Vehicles 12 miles an hour. October in the Underground calendar for 1914
Fancy Dress
Plate from “Humours of London” by Tony Sarg. Published by the Electric Underground Railway Company, printed by Johnson Riddle & Co. Color print. Originally large bound folio, 13 humorous scenes of London. People in costumes, dancing couples, getting refreshments at table with sign marked “B,” streamers flying. November in the Underground calendar for 1914
Football
Plate from “Humours of London” by Tony Sarg. Published by the Electric Underground Railway Company, printed by Johnson Riddle & Co. Color Print. Team playing soccer; crowd cheering. Originally large bound folio, 13 humorous scenes of London. March in the Underground calendar for 1914
In the Country
Plate from “Humours of London” by Tony Sarg. Published by the Electric Underground Railway Company, printed by Johnson Riddle & Co. Color print. Originally large bound folio, 13 humorous scenes of London. A red car driving down a country lane, large house with men eating outside, yard full of pigs, and picnicker on the village green shown. April in the Underground calendar for 1914
Up River
Plate from “Humours of London” by Tony Sarg. Published by the Electric Underground Railway Company, printed by Johnson Riddle & Co. Color print. Originally large bound folio, 13 humorous scenes of London. Boating scene. People in punts on river. Sign: Launches for hire. Boats to let. Red Lion Hotel. June in the Underground calendar for 1914
Via: Nantucket Historical Association
A remarkable volume by Sarg, Up & Down New York (Rizzoli/Universe, $30), returns to print this month. Its isometric bird’s-eye views are madly lively slices of the twenties boom city, packed with tiny, scurrying urbanites. Subtract all the hats, swap the Model T Fords for Honda Civics, and many of these scenes could be yesterday. Sarg’s work has been compared to that of Red Grooms, but these not-just-for-kids illustrations also evoke those wonderfully busy Richard Scarry books, or even the Where’s Waldo? series—the kind of images that keep one staring at each page for far longer than ought to be possible in the age of ADD.
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