Vichy: la grande station thermale

Step into the refined elegance of the 1920s with this stunning travel poster by Roger Soubie, one of France’s foremost illustrators from the golden age of poster art. Created in 1928 and printed by Lucien Serre & Cie. in Paris, this rare lithograph was part of a prestigious campaign to promote Vichy, then known as “The Queen of Spa Towns”, a premier destination for European high society.

Bathed in vibrant color, the scene depicts a serene afternoon in Vichy’s thermal park, where elegantly dressed visitors enjoy a game of golf against the picturesque backdrop of the Auvergne mountains. With its bold tones, stylized forms, and idealized perspective, this poster is a superb example of Art Deco design applied to travel advertising.

More than just a poster, it is a visual testimony to France’s spa and leisure culture, a celebration of modern well-being, refined travel, and the golden age of curative tourism. Originally commissioned by railway companies to inspire travel to France’s most fashionable destinations, it remains today a highly sought-after collector’s piece — admired for its historical significance, rarity, and timeless charm.