MacDonald (Max) Gill (1884-1947)

This is believed to be the only surviving proof copy of ‘Theatreland’. In the finished version of this poster, the Zeppelin airship (top right) is accompanied by a speech bubble saying ‘what about the censor?’ This does not appear on the original pen-and-ink artwork, or on this proof copy, which suggests it was an afterthought – an early realisation perhaps that this novel form of warfare might not be a suitable subject for humour. The poster was commissioned by Frank Pick of London Underground in January 1915, the first incendiary bombs fell on London in May and the artwork was completed in October.

By a strange coincidence, a week before the finished map was delivered, five Zeppelins launched the so-called ‘Theatreland Raid’ on London’s West End, in which the Lyceum Theatre was hit.