Visit Italy!, Exhibition Palazzo Madama - Civic Museum of Ancient Art, Turin

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Visit Italy!:

Promotion and tourist advertising 1900-1950

From 13 February to 25 August 2025

Palazzo Madama - Civic Museum of Ancient Art

Piazza Castello, Turin

Closed now: open at 10:00

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From February 13th to August 25th, 2025, Palazzo Madama - Museo Civico d'Arte Antica in Turin presents the exhibition Visit Italy! Promotion and tourist advertising 1900-1950, an unpublished story about the fascinating history of Italian tourist promotion, from the end of the nineteenth century to the early years of reconstruction after the Second World War, through two hundred posters, hundreds of illustrated guides and brochures, accompanied by many iconic objects. Curated by Dario Cimorelli and Giovanni C.F. Villa, Director of Palazzo Madama, and with a set-up by Emilio Alberti and Mauro Zocchetta, the exhibition traces the evolution of tourist posters through the great protagonists of Italian illustration at the beginning of the twentieth century. From the first advertising testimonies signed by important names, such as Leopoldo Metlicovitz and the young Marcello Dudovich, alongside artists like Ettore Tito, Ettore Ximenes, Galileo Chini, until the birth in 1919 of ENIT, the National Agency for the development of tourist industries, with which the commissions begin to follow different rules. From this moment, the preference is indeed given to entrusting multi-subject promotional campaigns to the same illustrator - among these we find Mario Borgoni, Giovanni Guerrini, Marcello Nizzoli and Virgilio Retrosi, or to anonymous executors often linked to printing houses. The exhibition path, set up in the Senate Hall, unfolds in five large sections that allow a journey into the creation of the Italian imaginary. Starting from the Alps and following the Apennine backbone, you will reach the wonder of our islands and then go up the Italy of thermal waters, the sea and beaches, entertainment and sports, health and the Belle Époque, to discover what will become the myth of post-World War II Italy.

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	opens - closes	last entry
monday	24:00 - 24:00
tuesday	10:00 - 18:00
wednesday	10:00 - 18:00
thursday	13:00 - 21:00
friday	10:00 - 18:00
saturday	10:00 - 18:00
sunday	10:00 - 18:00

Visit Italy!:

Promotion and tourist advertising 1900-1950

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at Palazzo Madama - Civic Museum of Ancient Art

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