1950-1959 Procida Maiolica-Vietri sul Mare,Italy

In Italian culture and art, most creations are innovative and unique. Almost all arts and crafts in 19th and 20th century Italy were generational creations and a family tradition. To be a studio artisan, whether glass or pottery, was an admirable profession and a highly serious one in Italy.
Italian makers of any name brand products whether, Gucci or Ferrari, know that the quality is in the family name.
In Italian Studio Glass, the best glassmakers are on the island of Murano. In Murano, the Seguso name is amongst the most respected names in Italian art glass.
Well in Italian Pottery, the best ceramics and pottery are in the Commune of Vietri sul Mare. In Vietri, the Procida name is amongst the most respected names in Italian stoneware, earthenware and ceramics.
Vietri sul Mare is a town of roughly 7,000 people and is a coastal town in Italy's Campania region. Vietri is known as the "gateway to the Amalfi Coast” and the “Ceramics Capital of Italy”.
Vietri style ceramics came to be when a German-Jewish businessman and art collector named Moses "Max" Malamerson founded the Industria Ceramica Salernitana (ICS) pottery factory in Vietri sul Mare, Italy, in 1927.
Max Malamerson was a Berlin-born entrepreneur, not an artist himself, who played a crucial role in the development of 20th-century Italian ceramics by introducing Tedesco style popular with German pottery.
The ICS factory became a magnet for German and Central European artists who had settled in the region. Malamerson's ICS factory is known for blending traditional Italian themes, like sea life and landscapes, with the experimental art forms popular in Europe during the "German Period." His factory employed renowned artists such as Studemann, Kowalski, Gambone and even Procida.
With WW11 looking inevitable in the 1940’s,
Malamerson closed the ICS studio and factory in 1940. Most all pottery artisans employed there had become Master Ceramists and either moved away from Vietri to begin their own studio or remained in Vietri sul Mare and opened a studio or factory after the war.
That is what the Procida brothers did when in the late 40’s (early 1950s) opened the Procida Ceramic Factory. The Procida family of artisan potters consisted of brothers Giosuè, Vincenzo, Salvatore and later Giosuè’s son, Francesco.
The brothers were born in Vietri sul Mare and were accustomed to the stoneware clays that are indigenous to the area and how durable and strong it could be after firing. This led to Vietri ceramics being more tin-glazed earthenware than the terracotta of the Tuscany region.
Procida Ceramics consisted of family members:

Giosuè Procida (1897-1991) is known for
polychrome ceramics, creating Vetroso style pottery and a kiln maker. Oldest brother of Salvatore and Vincenzo. Father of Francesco.

Salvatore Procida (1900-1965) is known for hybrid patterns of Tedesco style and Vietri style. Younger brother to Giosue and older brother to Vincenzo. Uncle to Francesco.

Vincenzo Procida (1909-1984) is known for being a “master ceramist” at ICS from 1927-1936. Along with ICS colleagues Guido Gambone worked in Florence at Cantagalli from 1936-1939. In 1940, Vincenzo co-founded La Faenzarella and La Tirrena with Gambone until returning after the war to Vietri sul Mare to start family factory with brothers in late 1940s. Younger brother to Giosue and Salvatore. Uncle to Francesco.

Francesco Procida (1938-2019) is known in Vietri as a master sculptor and generational potter; Francesco designed and produced the infamous Italian Vetroso Vases created by his father. He even had works displayed in the Vatican. Son of Giosue and nephew of Salvatore and Vincenzo.

The Procida artistic input was crucial in developing the distinctive "Vietri style," which is characterized by a naive and whimsical approach to depicting nature, animals and coastal daily life.

Vincenzo went on to other ventures in the Italian pottery industry of other regions in the late 1950s but returned to Vietri sul Mare and the Procida family factory after the passing of his brother Salvatore in 1965.

With the passing of Giosuè in 1991, the patriarch of Procida, Giosuè's son, Francesco kept the name and the vintage history of Vietri style ceramics alive until his passing in 2019.

All four Procida family artisans are buried in Vietri sul Mare, Italy.

This pastorella decorazione maiolica was made during 1950s at the height of Procida's studio production. This relief is an individual art piece and not duplicated. (RARE)

With the subject matter of the tile being a horse, it was either made by Salvatore or Giosuè.

Polychrome and tin-glazed, hand-painted and in great condition (see photos)

Weighs 14.1 ounces
Measures 5-15/16” X 5-15/16” (15cm X 15cm)
Around .25” in thickness

Designed to hang but comes with stand in photos.

MemoryLaneVintiques sanitizes all glassware and glazed pottery before packing for shipment....100% Guaranteed!
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