m.a.x. museo




Inauguration: Saturday 08.10.2016, 5.30 pm
Exhibition curated by: Marta Mazza and Nicoletta Ossanna Cavadini


Special openings
Monday, 26 December (Boxing Day)
Sunday 1 January (New Year’s Day) with admission free
Friday, 6 January (Epiphany)
10 am–12.00 noon
2 pm–6 pm


the m.a.x. museo will be closed
Saturday, 24 December (Christmas Eve)
Sunday, 25 December (Christmas Day)
Saturday, 31 December (New Year’s Eve)
every Monday (except 26 December)


The exhibition celebrates Federico Seneca (1891-1976) forty years after his death. Seneca was one of the leading figures in 20th-century graphic design. His best-known works include the advertisements for “Baci” Perugina and the creation of the graphic conception of the “love notes” that still accompany the famous chocolates.

Women in swimsuits, lovers holding hands and a box of chocolates, cooks with big paunches, swans peeping into washing machines, a wildcat with a flame on its tail, a nun stooping protectively and bearers carrying cocoa on their backs – these are just a few of the characters and creatures that enliven Federico Seneca’s advertisements giving life to a vibrant, colourful, and bustling world.


The m.a.x museo is presenting an immensely enjoyable visual heritage with advertisements that characterized the visual imagery of an age, as well as posters, posters, advertising graphics, signage, logos, drawings, sketches on graph paper, postcards, calendars, tins, cardboard boxes and beautiful sculptural bozzetti in plaster never exhibited before, which Federico Seneca used to shape the figures in his posters.


The exhibition, conceived as an integrated project, will travel to three venues after the Swiss event: the first, from 12 March to 4 June 2017, at the Galleria Nazionale of Umbria in Perugia; the second, from 14 July to 24 September 2017, at the Galleria Carifano – Palazzo Corbelli in Fano (Fondazione Gruppo Credito Valtellinese); the third, from 3 February to 3 June, 2018, at the Museo Nazionale Collezione Salce in Treviso. A tribute in four places associated with Federico Seneca’s life, studies and the preservation of his whole output.
The exhibition has received the patronage of the Consulate General of Italy in Lugano.

Collateral events

Free guided tours

A chance to visit the exhibition together!
Free guided tours by the m.a.x. museo guide with admission charge to the museum:


Sunday 16.10.2016, at 10 am
Sunday 23.10.2016 at 10 am
Sunday, 22.01.2017, at 4.00 pm (on the occasion of the finissage )

Visits for associations and schools

Guided tours for associations, groups, clubs and schools
bookings required

Educational workshops

For each exhibition, the m.a.x. museo organizes educational workshops for schools (bookings required), while for children/adults interested there are three dates:


– “Let’s create a logo”: Wednesday 19.10.2016, 3-5 pm
– “Creating an advertisement from a line”: Saturday 29.10.2016, 2-5 pm
– “Let’s draw .. lots of kisses”: Saturday 26.11.2016, 2-5 pm


bookings required


Public Lecture

Public lecture by Marta Mazza*
“Federico Seneca: l’arte della comunicazione creativa tra segno e forma”
marking Italian Language Week in the World


Friday, 21 October at 8.30 pm
In the Foyer, Cinema Teatro, Chiasso


evening opening at the m.a.x. museo
Until 11 pm for a visit … at night!


*Director of the Museo Nazionale Collezione Salce di Treviso
And co-curator of the exhibition

Bookcity Milano

Presentation of the exhibition catalogue at “Bookcity Milano”


Saturday 19.11.2016, 6 pm
At the Museo del Novecento, Sala Fontana
Via Marconi 1, Milan

Mothers and babies

A guided tour for families with babies, small children, plus prams and strollers.
All new-born babies welcome!


Saturday 26.11.2016, at 10.30 am

Dance performance in the galleries of the m.a.x. museo

“Living Artwork”
contemporary dance performance


Friday 2.12.2016, 6.30 pm
Marianna Fracalossi and Akos Barat of the Ballet of the Teatro di Milano will dance in the galleries of the m.a.x. museo accompanied by the soprano Akiko Sawayama.
The event will be followed by an aperitif.


at the m.a.x. museo
admission charge CHF 5.-


For those who wish to prolong the evening, at 8.30 pm the Cinema Teatro in Chiasso presents a tribute to Pina Bausch “Dance, Dance, or We Are Lost”, introduced by Leonetta Bentivoglio with Damiano Ottavio Bigi of the Tanztheater Wuppertal – Pina Bausch and Raphaelle Delaunay and Asha Thomas.


integrated ticket “Living Artwork” + “Dance, Dance, or We Are Lost”
CHF 20.-

Workshops ... with a kiss!

“Saint Lucy’s Kisses”: Sunday 18.12.2016, 2.30-4.30 pm
“The Befana’s Kisses”: Friday 6.01.2017, 2.30-4.30 pm

with snacks to wrap up


Mother’s kisses, stolen kisses, goodnight kisses, sweet kisses, kisses given for Saint Lucy or the Befana … we will play with a gesture that will recall happy and affectionate moments and in colours we will catch the fleeting moment on sheets of paper. And you – who are you going to give your kiss to? SMACK!


We look forward to receiving your registration at eventi@maxmuseo.ch!

Dance Performance

“Dialogues on the Creativity of the Arts”
Contemporary dance performance
Friday 13.01.2017 at 8.30 pm
Saturday, 14.01.2017, 5 pm
Sunday 15.01.2017, 5 pm
Spazio Officina, Chiasso
Spazio Officina is transformed into a river bed, with stones recreating the atmosphere of the Breggia River.
In this idyllic, meditative and thought-provoking place, “The motif for a dance” was born with the poem by Fabio Pusterla and “The sound of the stones” by Beat Weyeneth and Luciano Zampar, two performances designed and created at Teatro San Materno in Ascona.


choreography and direction
Tiziana Arnaboldi
Pierre-Yves Diacon, Valentina Moar and Claudia Rossi Valli
sound creation
Mauro Casappa


ticket information and advance sales
Teatro San Materno in Ascona
or at Spazio Officina
on the evening of the performances

Trip to Perugia and Spoleto

Saturday 11.03.2017, Sunday 12.03.2017, Monday 13.03.2017
With the association friends of the m.a.x. museo
by coach


Inauguration of the exhibition on Federico Seneca at the Galleria Nazionale dell’Umbria in Perugia:
Saturday, 11 March 2017, at 5.30 pm

visit to Perugia, visit to Perugina’s Historical Museum (we will watch chocolates being made by a master chocolatier), lunch at the futuristic restaurant “Dell’Altro Mondo”, visit to Villa Buitoni, visit of Spoleto (the birthplace of Seneca’s wife)


registration required

by Sunday 5.02.2017

Gita a Fano e Urbino

Friday 14.07.2017, Saturday 15.07.2017, Sunday 16.07.2017
with the association of friends the m.a.x. museo
by coach (or train)

inauguration of the Federico Seneca exhibition at the Galleria Carifano–Palazzo Corbelli in Fano:
Friday 14.07.2017, 6 pm

Visit to the historic centre of Fano and visit to Urbino, where Federico Seneca studied at the Regio Istituto di Belle Arti delle Marche


registration required
by Sunday 4.06.2017

Trip to Treviso and Asolo

Friday 2.02.2018, Saturday 3.02.2018, Sunday 4.02.2018
With the association of friends of the m.a.x. museo
by coach


Inauguration of the Federico Seneca exhibition at the Museo Nazionale Collezione Salce in Treviso:
Friday, 2 February 2018, at 5.30 pm
tour of Treviso, visit to the Museo Nazionale Collezione Salce in Treviso and its archives, visit to the contemporary section of Musei Civici of Treviso, tour of Asolo


registration required
by Sunday 10.12.2017