A selection of early graphic art posters from the 1920s and 1930s has been unveiled at the London Underground.

These posters were designed in the iconic Art Deco style, representative of the design movement at its zenith, and were installed at Tube stations a century ago to promote urban exploration via public transport.

The illustrations often highlight notable London landmarks and portray aspirational lifestyles and glamorous leisure activities characteristic of that period.

The London Transport Museum, which is showcasing the collection, noted that these posters have become integral to the iconic visual identity of London Transport.

The exhibition, titled “Art Deco: The Golden Age of Poster Design,” is hosted in the Global Poster Gallery and features over 100 posters utilized by the network during this time frame, with roughly one-third of them being displayed publicly for the first time, as stated by the Covent Garden museum.

As the primary advertising medium of that era, these posters were strategically placed in Tube stations to entice commuters to visit the city’s leisure locations, shop for the latest trends, enjoy nighttime entertainment, and revel in the excitement of modern travel.

Exhibition curator Georgia Morley shared with BBC London, “They significantly illustrated the modernity and progressiveness of London transport at that time.”

Despite being a century old, Morley mentioned that the posters retain an appeal, exuding a “glamorous and opulent essence.”

She added, “Many activities these posters promote are still alluring today in London—whether it’s going to the theatre, shopping, visiting the zoo, or enjoying the riverside.”

While promotional posters for the network were first introduced in the early 1900s, Morley emphasized that the Art Deco designs stand out as particularly captivating.

“Art Deco’s bold lines, simple geometric shapes, and vibrant colors were very effective for transport posters. When you’re navigating the Tube, you need to grasp the message and imagery at a glance,” she explained.

These pieces were the pioneering graphic art commissioned by Frank Pick, the former chief executive of London Transport, who oversaw publicity starting in 1908.

Matt Brosnan, the museum’s chief curator, noted the necessity of attracting more riders and ticket sales for the network.

Frank Pick recognized the opportunity to commission pictorial posters for the first time, a novel concept at that period in history.

“This approach became a highly effective marketing strategy that the Underground leveraged for decades, forming a crucial part of the broader artistic and design identity of the system,” Brosnan added.

The exhibition also commemorates the centenary of the 1925 International Exhibition of Modern Decorative and Industrial Arts in Paris, which is thought to have sparked widespread interest in the Art Deco style.

Dr. Emma Bastin, a historian with expertise in the early 20th century, described the Art Deco posters as “timeless.”

“Even after a century, the art feels contemporary… they possess an aspirational quality, allowing us to connect with these pieces and aspire to the lifestyles they depict,” she said.

Bastin further remarked, “Much of their allure lies in the dreamlike scenarios portrayed in the art, enabling viewers to envision themselves in different worlds. They still possess a modern feel, which is why many people love to display them in their homes.”