An incredible story

Last week, designer Manel Terron and I visited Albert Isern in Badalona. He designed the 1970s logo for the Bikini nightclub on Diagonal and the book Bikini 1953-2003 . We wanted to know if he had any photographs or documents for the history of the venue, which we're reconstructing. It was a very entertaining afternoon. Isern lives in an old fisherman's house converted into a modernist chalet, surrounded by posters and books, all beautifully displayed, with a large collection of packaging: bottles, boxes, cans, wrapping paper, advertisements, and all kinds of graphic treasures, which he has collected over the years and travels.

We begin with a bit of criticism of the profession, then continue with a discussion about Mr. Enric Henning, the creator and soul of Bikini, with whom Isern had dealings. We end with the museum on the upper floor, with display cases and shelves full of objects arranged by type.

He has a large collection of anise bottles. On a trip to Paris, Vicenç Bosch bought a bottle of perfume he liked and decided to bottle Anís del Mono in a similar container, which was copied left and right: Anís del Tigre, Anís del Taup, Anís Infernal, Anís Marathon (with a guy in a T-shirt and underwear on the label)... He also showed us a hilarious copy: a vermouth label inspired by the famous Martini label, with flags and medals, from the brand... Maritrini!

A vermouth label inspired by the famous Martini label, from the brand... Maritrini!

But the real wonder is a clipping from La Vanguardia on April 11, 1950. It's the first page, printed using the photogravure technique. It contains three photographs of Carmen Franco Polo's wedding to the Marquis of Villaverde. "The wedding of the daughter of His Excellency the Head of State." "It was given to me by Marçal Moliné," Isern enthuses. Together with Eddy Borsten, Joaquín Lorente, and Miguel Montfort, Moliné created the MMLB agency, a leading advertising agency in the country.

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“Carmencita was Carmen Polo's daughter,” Isern says. “Do you know what people called her? The moth!” Then, as if performing a magic trick, he turns the page, and behind the photo report of the dictator's daughter's wedding appears a full-page advertisement for Polil. “Spring! Polil season!” and the text: “With spring, the moth appears and... clothes have to be stored well because they cost a lot of money.” The illustration is a photograph of an uptown street. Pasted on the wall is one of the posters by the great designer Josep Artigas, in which you can see a moth-eaten chamois leather, with the caption: “Against the moth! Polil Cruz Verde.” Isern now lifts the page; backlit, in the hole of the devoured chamois leather, you can see the little face of Carmen Franco Polo.

Amazing! Was it a coincidence? Did someone try to play it cool with that dangerous, mischievous criticism? Did they hear about it in the newspaper? I've been looking at La Vanguardia 's newspaper archives, and in April 1950, no other Polil advertisements were published.