Lulù by Beatrice Brandini

Poster of the exhibition Paper Futurism, Forms of the Avant-garde in the posters of the Salce Collection

In Treviso (until 30 June at the Salce Museum), 130 posters from the Salce Collection, the most important collection of historical posters in Italy, and one of the most relevant in the world, will talk about futurism and advertising.

Carla Albini. Italian Air Force Exhibition poster

“Imagining the universe with the art of advertising”, is the title of the exhibition, with the most beautiful artists of the time and above all of futurism, from Sironi to Dudovich, from Seneca to Venna, and of course Fortunato Depero. Works ranging from 1930 to 1940, when futurism reached the peak of its development, characterized by aeropainting, which glorified aviation feats.

Raffaele Francisi air force poster

This exhibition, curated by Elisabetta Pasqualin with the collaboration of Sabina Collodel, aims to underline how advertising is much more than the simple sponsorship of a product. Especially in a period preceding the years of the Second World War. In an Italy that is transforming from an agricultural country to an industrial one, with the aeronautical and automotive industries.

Alexander (Xanti) Schawinsky poster for Illy Caffé

Mario Gros Talmone chocolate poster

The bright and contrasting strokes that were already a use in the first phase of futurist graphics remain, but the lettering becomes less predominant, it still participates in the movement and lines present in the poster, but also returns to being an explanatory complement of the images. Elisabetta Pasqualin

The body breaks down and becomes modern, the faces become almost cubist, but above all it is the movement, emblem of the futurist manifesto, that becomes the true protagonist of these advertising posters.

Enrico Pini poster M.T.A. DEL PRÀ fabrics

Giuseppe Riccobaldi poster for Fiat

Advertising has always been an extraordinary form of communication, by disseminating a specific product or service, it is a witness of its time. And, if done well, it is also a form of culture and art. This exhibition underlines how these posters were protagonists at a time when the consumer society was taking shape, directing its attention no longer to an elite, but to an audience that would become increasingly mass.

“The art of the future will be powerfully advertising.” Fortunato Depero

Marcello Nizzoli poster for Fiat

Today we are bombarded by advertising, often even “rubbish” advertising. There are many communication agencies that often play a strategic role in conceiving or implementing strategies; but if we look at these works we feel admiration and a lot of nostalgia.

Good life to everyone!

Beatrice