The Collection

Take a trip back in time by visiting a vintage commercial pop artwork collection at Blue Line Arts!

The Collection: 20th Century Matchcover Art will be the first debut of the extensive historical matchbook collection of Roseville local Loren Moore, on exhibition at Blue Line Arts this April. The Collection will feature iconic commercial art from national brands to mementos from historic local businesses in the Sacramento region.

“40 Years ago I bought an inexpensive match cover album at a local flea market. The artwork and history were fascinating, and I was immediately hooked. Over the years I’ve acquired thousands of match covers as well as entire collections from individuals inside and outside of the hobby,” says Loren Moore. “For me, collecting is relaxing as well as an emotional connection to our past.”

Only select highlights—in the range of several hundred--from Moore’s extensive collection will be on display at Blue Line Arts. More of the vintage cover art that has been extensively catalogued can be viewed online at MatchCoverCollector.com.

Those interested in the hobby are encouraged to check out the Sierra Diablo club newsletter, which includes an application for joining a collector's club.

“Match books are both art and history. They were the main form of advertising in the early 20th century. Everything was on match books; gas & oil, lodging, booze, gambling and on and on. There are over 3,000 categories in the hobby--something for everyone,” says Moore, who designed the website to share his collection.

To browse the artwork online, or to tune into the virtual reception event, visit bluelinearts.org or follow @bluelinearts. The gallery will remain open to visitors while remaining within safety guidelines Tuesday through Saturday, 11-5. Free admission. Walk-ins are encouraged--masks are required.