Shop Card for Mrs. Holt's Italian Warehouse

Shop Card for Mrs. Holt's Italian Warehouse by William Hogarth is a striking example of 18th-century commercial art, executed through the combined printmaking techniques of etching and engraving. This detailed print, classified as the first state of two, served as a trade card for Mrs. Holt’s specialty import business, likely produced during the peak of Hogarth's career between 1720 and 1772. The work, which offers valuable insight into Georgian consumer culture, is housed in the collection of the Metropolitan Museum of Art.

Trade cards were essential advertising media, and Hogarth’s design elevates this utilitarian object into a complex visual narrative. The scene centers on the workings of the Italian Warehouse, where various Human Figures are depicted actively Working. These figures are shown handling the imported goods characteristic of such an establishment, including specialty foods, wines, and perhaps luxury fabric remnants, symbolizing Mrs. Holt’s exclusive inventory.

The composition utilizes established mercantile iconography to convey reliability and reach. Prominently featured elements, such as the inclusion of Ships in the visual margins, reinforce the global origins of the products and the robust trade networks required to supply the London market. Hogarth’s mastery of line, blending the fluidity of etching with the precision of engraving, created a visually engaging advertisement that reflects the sophistication of London commerce.

Studied today, these detailed prints are key documents for understanding the material culture and visual advertising strategies of the era. The designation as the "first state" is critical for art historians, detailing the earliest iteration of the copper plate before subsequent modifications or repairs. As a result of the Metropolitan Museum of Art's stewardship, high-resolution images of this historical work are often available through public domain resources for scholarship and enjoyment.