Galleria Campari presents the exhibition BOLD! The Shape of the Word. Campari typographic variations: Munari, Depero and beyond, which opens to the public from Thursday, November 14, 2024, to Monday, June 30, 2025, in the museum spaces of Sesto San Giovanni.

Curated by Marta Sironi, the exhibition reveals the extensive repertoire of designed lettering and typographic works preserved in the Galleria Campari archive in an unprecedented reinterpretation dedicated to the word and its relationship with the image. The gestures of writing and drawing are part of the exhibition path that involves over a hundred works, many of which are unpublished, and tell the constant commitment to research and innovative momentum with which Campari has always been associated. Starting from the graphic and communicative value of the name Campari, the exhibition ranges from the transformation of words into figures, reaching typographic architecture.

The exhibition path brings together a selection of works created by artists who span the history of the 20th century, including Fortunato Depero, Marcello Nizzoli, Erberto Carboni, George Guillermaz, Sergio Tofano (known as Sto), Primo Sinopico, Giorgio Dabovich, and Nikolay Diulgheroff. The beating heart of the exhibition project and the inspiration for the development of the exhibition is the Graphic Declination of the name Campari by Bruno Munari, the advertising campaign that in 1964 inaugurated the first Milanese subway line designed by Franco Albini, which celebrates its sixtieth anniversary this year.

The project conceived by Munari for the occasion condenses and appropriates all the previous advertising experiments, from Futurism to kinetic art. Completing the renewed reading of the Galleria Campari archive is the dialogue between two profiles that have drawn from the Futurist lesson, with very different results: the designer Pino Tovaglia, who with his Codice Tondo conducted his original research on the potential of a three-dimensional, depth reading of overlapping letters, and the artist Lucia Pescador, who, through the project of the Inventory of the 20th Century with the left hand, creates a personal poetic of the cultural heritage of the 20th century.