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closed Oliviero Toscani

The show

On 28 February 2022 , the day on which Oliviero Toscani turned 80 , the City of Milan organized a sui generis exhibition to celebrate him: not an exhibition in a gallery or museum, but a widespread exhibition just for Milan, his home town. The event, entitled “Oliviero Toscani 80”, celebrated the great photographer for a single day with hundreds of posters for the city , simultaneously sending thousands of emails to Studio Toscani asking to be able to see the entire exhibition. Being a temporary event, the exhibition lasted just 24 hours of his birthday.


A few months later the Municipality of Milan offers in its most prestigious space, Palazzo Reale , the first major exhibition dedicated to his work, in continuity with the initiative of 28 February which had been strongly supported by the Municipality of Milano-Cultura.

The Oliviero Toscani exhibition. Profession photographer collects the works he made from the early 60s to today : images and advertising campaigns that have made him known and recognizable all over the world, despite the lack of any commercial logo, because his characteristic has always been that of use the advertising medium without showing the product, thus making its photography applicable to the communication of any brand.


Defined "advertising" by a large part of the public or critics, his history and his vocabulary say a very different thing: Oliviero Toscani is a photographer , an artist convinced that it is in the maximum diffusion that the effectiveness of a message is manifested. So not an advertiser who uses photography, but an artist who uses the channels of advertising as a means and never as an end.

Newspapers, magazines and posters on the street have marked its history, becoming part of its language in a significant way. Among the 800 shots on display , the famous Jesus Jeans poster ' Who loves me follow me ', Kiss between priest and nun from 1992, the Three Hearts White / Black / Yellow from 1996, No-Anorexia from 2007 and many others, but also the images created for fashion (from Donna Jordan to Claudia Schiffer, up to those of Monica Bellucci) and even those from her training period at the Kunstgewerbeschule in Zurich.

Timetable and tickets

Address

piazza Duomo, 12
20122 Milan

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