The Souvenir d'Italie exhibition intends to introduce the rich collection of ephemera of the "Achille Bertarelli" Print Collection and reveal the image of the Belpaese as it has been transmitted on many different ephemeral supports - the 'ephemera' according to the Anglo-Saxon term in use – easily collectible during a trip as a souvenir.

From writing paper to courtesy cards, from stamps to hotel labels, but also calendars, postcards, menus, fans and matchboxes: small paper artifacts that have always been the object of collectors' attention, to which we owe their transmission over time. From the wall poster to the sugar sachet, the recurring motifs are above all the main monuments of the cities of art as well as the regional costumes. Motifs that are also found on the wrapping papers of exported fruit, where the reproduction of monuments or landscapes is intended to create an immediate association with Italy. The construction of the image of the Belpaese on tourist propaganda posters and brochures was more systematic, mainly represented by the production of the National Agency for Tourist Industries (ENIT).