m.a.x. museo




Inauguration: Friday 19.05.2017, 6.30 pm
Exhibition curated by: Mario Piazza and Nicoletta Ossanna Cavadini

Summer closing of the m.a.x. museo: from Monday 31.07.2017 to Monday 21.08.2017 inclusive


To mark 100 years since the foundation of La Rinascente in Milan (1917), the exhibition celebrates the well-known department store’s role in fostering graphic design and communication. Ever since its inception it has always been a true experimental laboratory in the history of graphics and design.


The exhibition features over 500 items, including posters – some in large format –  placards, advertising, postcards, wrapping paper, greetings cards, sketches, photographic campaigns, and much else. Slender, sophisticated women wearing scarves and ready to catch a flight together with their suitcases; rocking horses that visit sleeping children at night, escalators climbing to giddy heights, blue fish dancing in a circle or Santa Claus looking out of a bag overflowing with gifts.


From the Art Nouveau posters designed by Marcello Dudovich to the monogram “lR” designed by Max Huber or photographs by Oliviero Toscani, La Rinascente’s history offers us a century of always surprising avant-garde corporate communication.
The exhibition also recounts the work of many collaborators, today regarded as true masters in the field of graphics, visual communication and design, including Achille Luciano Mauzan, Marcello Dudovich, Leopoldo Metlicovitz, Max Huber, Albe Steiner, Lora Lamm, Giancarlo Iliprandi, Brunetta Mateldi Moretti, Pegge Hopper, Roberto Maderna, Roberto Sambonet, Massimo Vignelli, Aoi Huber Kono, Heinz Waibl, Salvatore Gregorietti, Giovanna Graf, Ettore Mariani, Italo Lupi, Richard Sapper, Mario Bellini and many others, without neglecting photographers such as Aldo Ballo, Ugo Mulas, Serge Libiszewski and Oliviero Toscani.


Because of the value of the initiative, the exhibition enjoys the patronage of the Italian Ministry of Foreign Affairs and International Cooperation, as well as the Consulate General of Italy in Lugano.
At the same time, with a complementary design, Palazzo Reale in Milan, in the Prince’s Suite, will be presenting “lR100. RINASCENTE. Stories of innovation” (24 May – 24 September 2017) focused on the history of the department store.


The exhibition at the m.a.x. museo has been made possible thanks to the Office of Education and Cultural Activities of the Municipality of Chiasso, thanks to La Rinascente as main sponsor, with the support of the Republic and Canton of Ticino-Fondo Swisslos, AGE SA and the association of friends of the m.a.x. museo.