Fabulous postcard advertisement for the 1953 International Horse Show in Rome. The show was at the Piazza di Siena Sports Ground in northern Rome which is, per the lonely planet website, a "dusty arena surrounded by towering umbrella pines, Piazza di Siena is used to host Rome's top equestrian event in May. It was created in the late 18th century at the behest of the Borghese prince Marcantonio IV and named after the city of Siena, the Borghese family's original home town." The front of the card was meant to be removed and mailed as noted on the card: Staccate la cartolina illustrata e mandatela, con un saluto, a parenti, amici e conoscenti (Remove the illustrated postcard and send it, with a greeting, to relatives, friends and acquaintances). The back of the card has two horseshow-specific postmarks for August 5, 1953 with a 10 lira green Italian stamp from the 1950s Italian 'Ordinary Series' of stamps - the stamp pictures a woman at the loom and represents Calabria, a region in Southern Italy. The card is artist signed Pompei - Mario Pompei (1903-1958) was a famous Italian set designer, illustrator and writer, and the postcard illustration is in the Art Deco style he was known for. Card is in good vintage condition with some stains on the front as noted in pictures above, minor foxing and minor chipping and edge bumping. A piece of equestrian and advertising history. Rare to find the card not separated from the advertisement.
The space Ruby Lane provides is not big enough to fully translate the card. Contact me for the Italian with the translation. In English:
FRONT OF CARD:
PIAZZA DI SIENA 1-10 MAY 1953 XXII Rome International Horse Show
MIDDLE OF CARD:
FROM 1 TO 10 MAY 1953 in the enchanting scenery of PIAZZA DI SIENA, the 22nd edition of ROME OFFICIAL INTERNATIONAL HORSE-RIDING COMPETITION, THE LARGEST INTERNATIONAL EVENT OF ITS CLASS FOR HIGH SPORTS - TOURIST - CULTURE
From April 1st, special season tickets will be offered for sale at the price of L. 4,000 (plus 3% for the Winter Fund).
The subscription booklet, which is not personal and offers a significant discount on the price of day tickets, consists of nine coupons, valid for the nine days of competitions in Piazza di Siena and two coupons valid for the international polo matches that will take place on Campo dell'Acqua Acestosa on April 30 and May 7. Each coupon will give free access to the << Fenced Stands >> which will include numbered and unnumbered seats. For Piazza di Siena, a limited number of seats - limited by depletion - can be booked from 1 April at the Whip Club (Via Sistina, 73). Subscription for 9 days (Central Sector) L. 7,500. Subscription for 9 days (other sectors) >> 3,500 (more than 3% for the prescribed WINTER FUND tax)
Remove the illustrated postcard and send it, with a greeting, to relatives, friends and acquaintances
Hurry up if you don't want to lose your place!
BACK OF CARD: The expected order of go followed by a list of events.
Italian 'Ordinary Series' stamp
From Mezzo Secolo di Repubblica website
This ordinary series was issued on October 1, 1950 and was made up of 19 values, each dedicated to an Italian region with the representation of a typical craft....The values were issued with the "Winged Wheel" watermark of the first type, except for the 100 and 200 lire, characterized by the type II wheel watermark. The values with Wheel I watermark were then reissued with the "Winged Wheel" watermark of the third type between 1952 and 1955
Mario Pompei ( Terni , 1903-Rome , 1958 )
Paraphrased from Italian Wikipedia
Mario Pompei was an Italian scenographer , illustrator and writer. He was one of the most refined interpreters of the Italian Decò and Novecento....He always lived in Rome....Self-taught, in 1919 he became a set designer at Vittorio Podrecca's Teatro dei Piccoli and the illustrator of his book Fratello. Alongside the "masters" Angoletta and Caramba, Pompeii created 10 installations for the most famous puppets in the world....From 1924 he was the set designer with Pavlova , in 1925 with the art company of Luigi Pirandello and in 1926 at Odescalchi with the New Roman Stable of Prandi for which he created 34 sets. His stylized, elegant collaborations with periodicals are also remarkable. He went on the design many sets. As an illustrator, he made his debut in 1919 with elegant cartoons for the main illustrated periodicals...as well as in the theatrical magazines. He illustrated 100 cover as well as books and won many awards.
Villa Borghese gardens
Villa Borghese is a landscape garden in Rome, containing a number of buildings, museums (see Galleria Borghese) and attractions. It is the third largest public park in Rome (80 hectares or 197.7 acres) after the ones of the Villa Doria Pamphili and Villa Ada. The gardens were developed for the Villa Borghese Pinciana ("Borghese villa on the Pincian Hill"), built by the architect Flaminio Ponzio, developing sketches by Scipione Borghese, who used it as a villa suburbana, a party villa, at the edge of Rome, and to house his art collection. The gardens as they are now were remade in the late 18th century. In 1605, Cardinal Scipione Borghese, nephew of Pope Paul V and patron of Bernini, began turning this former vineyard into the most extensive gardens built in Rome since Antiquity....The Villa Borghese gardens were long informally open, but were bought by the commune of Rome and given to the public in 1903....The Piazza di Siena, located in the villa, hosted the equestrian dressage, individual jumping, and the jumping part of the eventing competition for the 1960 Summer Olympics.
Unposted, artist signed Pompei, advertising postcard for Rome 1953 International Horseshow