Tree (Philip Henry) F.R.I.B.A.

Hastings, St Leonards-on-Sea, The Home of Sunshine,
c.1910.
an early 20th century promotional poster for the many attractions to be found in the twin coastal communities of Hastings and St Leonards-on-Sea. Predominantly comprising a schematic map, illuminated by sunbeams radiating from the circular crest of Hastings above, it is surrounded by vignette views of Alexandra Park, The Church in the Wood at Hollington, Smugglers Oak, The Dripping Well, and Rock-o-nore, the Fishing Quarter, each titled on a decorative banderole. The map itself is detailed with roads and railways, with the tram network highlighted in red for the circular route, opened in 1905, and blue for branches to Bexhill, added in 1906, along the seafront, completed in 1907, and others to Ore and Hollington. Lower right is an ornate cartouche containing a list of attractions for visitors, such as fishing, bathing, walking and various sports, including two golf links, founded in Hastings in 1893, and in St Leonards in 1901. The whole design is enclosed within a decorative floral scrollwork border of sunflowers.

The long title is arranged above the map, over three further banderoles, with the respective arms of Hastings and St Leonards displayed in medallions suspended from ornate ribbons, with a compass rose in the form of a ship’s wheel hanging inn between. The artistic lettering includes fonts of both Old English and Belle Epoque styles to reflect both the historic town of Hastings, with its heritage dating back to 1066, and the more up-to-date, and still growing, fashionable resort of St Leonards-on-Sea, established only some decades before by James and Decimus Burton.

Philip Henry Tree (1848-1922) was born and raised in St Leonards, and became a prominent architect who was responsible for several distinctive houses and churches in the successor generation of St Leonards-on-Sea’s development following the Burtons’ founding period. To advertise his property developments, Tree often applied his artistic talents to depict the proposed buildings in their surroundings in a style very like the pictorial elements of this poster, itself created to attract visitors and potential buyers to the area.

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570 by 805mm (22½ by 31¾ inches).