Les Trois Couleurs by Iribe, Paul [illustrator] - 1932

[Paris, France] 1930-: Établissements Nicolas, 1932. Second-hand softcover. Iribe, Paul. A complete set in 3 volumes on the effects of cocktails & the primacy of French Wine: Blanc et Rouge, Rose et Noir, & Bleu Blanc Rouge. Établissements Nicolas: [Paris, France] 1930-1932. Folio (330x260mm) SC yapp edges. (illustrations by Paul Iribe) VG/- A complete set in three volumes of works on the effects of cocktails and the primacy of French wine, sometimes described under the general title 'Les Trois Couleurs' published by the significant Parisian wine merchant Louis Nicolas or Nicolas House (as it is now known) & printed by Draeger Freres. Volume I Blanc et rouge. [Paris] : Établissements Nicolas, April 1930. Slim folio, pp. [20], no pagination, text by Georges Montorgueil; publisher's glossy card wrappers, yapp edges; ten full-page black-and-white illustrations by Paul Iribe, showing humorous scenes set in a jazz club involving the consumption of wine and instructing the reader to choose a French wine and avoid other drinks; edges of wrappers slightly worn; otherwise a very good copy. Accompanied by a letter to prospective clients including a survey on the services provided by Établissements Nicolas, and a further whimsical illustration, housed in the company's pale-blue envelope. Volume II Rose et noir. [Paris] : Établissements Nicolas, 1931. Slim folio, pp. [18], no pagination, text by René Benjamin; publisher's glossy card wrappers, yapp edges; nine full-page black-and-white illustrations by Paul Iribe, showing humorous scenes  involving the perils of the consumption of too many cocktails (thus advocating again French wine); pamphlet bound in, entitled 'Dialogue moderne en trois temps et trois cocktails' by René Benjamin, pp. [13]; a good copy. Volume III Bleu blanc rouge. [Paris] : Établissements Nicolas, 1932. Slim folio; six plates, including four folding and one printed in color tipped in; six plates showing illustrations by Paul Iribe, arguing against the consumption of foreign drinks such as vodka, beer, whisky and mineral water and promoting the benevolence and primacy of French wine. Includes four black-and-white folding plates and one in colour tipped in; wrappers slightly worn; otherwise a very good copy. A complete set of three annual satirical 'plaquettes' (plaques or booklets - often of 'religious scenes') on the effects of cocktails and the primacy and 'la gloire des grand vins de France', sometimes described under the general title 'Les Trois Couleurs' published 1930-1932 by the significant Parisian wine merchant Louis Nicolas or Nicolas House (as it is now known).  An innovative wine merchant, marketer and merchandiser, Louis Nicolas embarked on a significant advertising campaign in the 1920s and 1930s championing the primacy and quality of French wine via cinemas, posters, art and designer catalogues. These three volumes were illustrated by the Art Deco designer Paul Iribe (1883-1935). Iribe was a French illustrator, jewelry designer, costume designer, and designer in decorative arts who also worked in Hollywood under Cecil B de Mille. He contributed to the Art Nouveau and Art Deco movements, participated in the development of journal and poster art, and was Coco Chanel's lover from 1931 to his death. Georges Montorgueil was a pseudonym for the French writer and journalist Octave Lebesgue (1857-1933).  Rene Benjamin (1885-1948) was a French writer and author of the novel Gaspard.