Primavera Claude Lévy art deco ceramic sculpture "Swan"

PRIMAVERA: Art Workshop of the Grand Magasin Le Printemps
In order to develop modern decorative arts and promote their dissemination, René Guilleré, founder of the Society of Decorative Artists, convinced the Printemps department stores in 1912 to have sets of furniture and works of art produced by artisanal workshops. Designed under the direction of fashionable artists like Charlotte Chauchet, Guilleré's wife, their production is called "Primavera", a name which, by its Latin etymology, cleverly refers to that of the store. After the First World War, the department store was imitated by its colleagues. Maurice Dufrêne was thus called to head the “Maîtrise” workshops by Galeries Lafayette in 1922, and Paul Follot by Bon Marché to direct “Pomone” the following year. The Louvre stores turned to Kohlmann for their “Studium”.