The matchbox label collection

Around half a million matchbox labels form one of the largest parts of the museum’s holdings. This is the size of the collection, not the number of objects on display at once. Polish designs are accompanied by labels from China and Japan. The exhibition includes packaging from the turn of the 20th century alongside later examples. Lettering, layouts and subjects change, while the small format remains the designer’s starting point.

A label could act as a miniature advertising poster, an educational message or a vehicle for propaganda. It could also identify the product or simply decorate the box.

The international collection includes packaging from France, Britain, Russia, the United States and India. Comparing the lettering and illustrations reveals differences between designs for various markets. On a single box, the boundary between product information and a message addressed to its user can be remarkably narrow.