Designer William Moorcroft

Vase FLORIAN POPPY for James Macintyre & Co, height 31.8 cm, William Moorcroft, circa 1898
Vase FLORIAN POPPY for James Macintyre & Co, height 31.8 cm, William Moorcroft, circa 1898

Designer William Moorcroft (1872-1945) invented his glazing method and created his own unique style. Moorcroft relied on floral ornaments, and his products became one of the brightest manifestations of the principles of Art Nouveau and Art Nouveau. The brand was famous for vessels decorated with stylized plants (“florian ware”), as well as “shining products”: vases, planters and caskets with a chandelier and gilding (“aurelian ware”).

Pair of vases from the Florian series, height 16 cm, William Moorcroft, circa 1898
Pair of vases from the Florian series, height 16 cm, William Moorcroft, circa 1898

In 1904, Moorcroft’s work was awarded a gold medal at the International Exhibition in St. Louis, USA. Numerous medals and certificates followed, culminating in the right to be called “Supplier to the Royal British Court” in 1928. The master headed the factory until his death in 1945. The money for production until 1962 came from the well-known London department store Liberty.

Paired bowls Green and Gold from the Florian series, height 19.5 cm, William Moorcroft, circa 1900
Paired bowls Green and Gold from the Florian series, height 19.5 cm, William Moorcroft, circa 1900
Vase Poppies by William Moorcroft, converted into an oil lamp, in a gilt frame, height 26 cm, circa 1905
Vase Poppies by William Moorcroft, converted into an oil lamp, in a gilt frame, height 26 cm, circa 1905
Wisteria vase, William Moorcroft, circa 1912-1914
Wisteria vase, William Moorcroft, circa 1912-1914
Vase Poppy from the Florian series, height 22.2 cm, William Moorcroft.
Vase Poppy from the Florian series, height 22.2 cm.
Vase Narcissus, height 10.5 cm, William Moorcroft, circa 1900
Narcissus, height 10.5 cm, 1900
Vase Tree Bark Thief, height 36.8 cm, William Moorcroft, circa 1910
Vase Tree Bark Thief, height 36.8 cm, 1910
Vase with daisies, height 10.2 cm, William Moorcroft, circa 1905
Vase with daisies, height 10.2 cm, 1905
Dahlia Cup, William Moorcroft, circa 1904
Dahlia Cup, William Moorcroft, circa 1904
Pair of Violets vases, height 31 cm, William Moorcroft, circa 1905
Pair of Violets vases, height 31 cm, 1905
Pair of Pansies, height 24.7 cm, William Moorcroft, circa 1910
Pair of Pansies, height 24.7 cm, 1910
Jug from the Florian series, height 20 cm, William Moorcroft, circa 1910
Jug from the Florian series, height 20 cm, 1910
Pair of vases from the Spanish Series, height 30.3 cm, William Moorcroft, circa 1914-1916
Pair of vases from the Spanish Series, height 30.3 cm, 1914-1916
Miniature vase Persian, height 16 cm, William Moorcroft, circa 1915
Miniature vase Persian, height 16 cm, 1915
Vase Garnet with three handles, height 25.4 cm, William Moorcroft, circa 1914
Vase Garnet with three handles, height 25.4 cm, 1914
Vase Brown Chrysanthemum, height 24.8 cm, William Moorcroft, 1910-1913
Vase Brown Chrysanthemum, height 24.8 cm, 1910-1913
Claremont vase, height 26 cm, William Moorcroft, circa 1915
Claremont vase, height 26 cm, 1915
Vase Pomegranates, height 30.5 cm, William Moorcroft, circa 1920
Vase Pomegranates, height 30.5 cm, 1920
Claremont bowl, diameter 26.7 cm, William Moorcroft, circa 1920
Claremont bowl, diameter 26.7 cm, 1920
Carp vase, height 30 cm, William Moorcroft, early 20th century.
Carp vase, height 30 cm, early 20th century.
Vase Cornflowers, height 17.5 cm, William Moorcroft, circa 1915
Vase Cornflowers, height 17.5 cm, 1915
Tazza with two handles, height 16.2 cm, William Moorcroft, circa 1916
Tazza with two handles, height 16.2 cm, 1916
Vase Orchid, height 26.5 cm, William Moorcroft, circa 1920
Vase Orchid, height 26.5 cm, 1920
Blue Moonlight Vase, 20.3 cm high, William Moorcroft, circa 1925
Blue Moonlight Vase, 20.3 cm high,1925
Vase Leaves and Berries, height 30 cm, William Moorcroft, circa 1930
Vase Leaves and Berries, height 30 cm, 1930
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