Framing a Salvador Dalí Travel Poster: Museum-Quality Custom Framing in San Francisco
At Underglass Custom Framing, San Francisco’s neighborhood frame shop since 1985, we see a lot of special paper come through the door — but original travel posters from the late 1960s always make us pause. This Salvador Dalí poster, created in 1969 for the French National Railway, is a perfect example of how thoughtful framing can elevate a collectible without overpowering it.
Designing With the Art, Not Over It
Rather than defaulting to the most obvious color choices, we looked closely at the print itself. The blue used in the butterfly — a secondary color within the composition — became the quiet star of the frame design. We introduced that blue as a stacked inner frame beneath a natural oak outer frame, creating depth and contrast while staying true to the artwork’s palette.
The natural oak keeps the overall feel grounded and timeless, while the blue adds a subtle graphic edge that feels very much of the era. It’s a design choice that respects the originality of the poster while giving it a contemporary presence on the wall.
Protection That Matches the Value
Because this is a collector’s piece on vintage paper, preservation mattered just as much as design. We protected the poster with museum-quality glass, offering UV protection and significantly reduced reflection — essential for darker inks and detailed imagery. The result is a framed piece that feels open and luminous, without distracting glare.
Why Experience Matters
Framing works like this draw on decades of hands-on knowledge — understanding paper from different eras, knowing when to add contrast and when to pull back, and choosing materials that will protect art for years to come. After 40 years of custom framing in San Francisco, we’ve seen styles come and go, but the fundamentals of good framing never change: care, balance, and craftsmanship.
Custom Framing — And Ready-Made Options, Too
Whether you’re framing a vintage poster, fine art, photography, or something personal, our team is here to help guide the process. And for those holiday shoppers or last-minute needs, we also carry a carefully curated selection of ready-made frames in the shop — available while supplies last.
If you have a piece that’s been sitting rolled in a drawer or leaning in a corner, now’s a good time to bring it in. We’re always happy to talk framing.