La nascita del made in Italy

The exhibition consists of about a hundred works in different media: posters, photographs, sketches and design, by thirty artists, that illustrate the affirmation and success of a brand new Italian way of life, starting from the Fifties to the early Sixties. It includes works by Bruno Munari, Ettore Sottsass, Erberto Carboni, Lorenzo Castellaro, Carlo Mollino, Gio Ponti, Marco Zanuso, Pietro Dorazio, and Franco Grignani who tell us about modernity and industrial growth.

The exhibition is divided into three sections: “Advertising”, “Italy in motion”, “Italian textiles between art, industry and design”. These sections tell about the radical change of habits and behaviour that took place in Italy under the influence of the "economic miracle", starting from strategic sectors of the so-called “Made in Italy” such as furniture and home appliances, the new food industry (Barilla, Invernizzi), transportation (Alfa Romeo, Fiat, Piaggio), fashion (Max Mara).
The innovative communication campaigns signed by Erberto Carboni, Bruno Munari, Armando Testa, and Franz Marangolo for companies like Barilla, Rai, Lavazza, and Campari are in dialogue with the design icons of those years.

EXHIBITION SITES

Request this travelling exhibition

Artworks