m.a.x. museo



EXTENSION OF THE EXHIBITION: the exhibition is extended until Sunday 4 February 2018

Official opening: Sunday 8.10.2017, 5.30 p.m.
Exhibition curated by: Susanna Crisanti and Nicoletta Ossanna Cavadini


As part of the new exhibition season 2017-2108 (on the theme of “The Visionaries”), the m.a.x. museo is presenting an anthological exhibition of the oeuvre of Oliviero Toscani, photographer and communicator of international renown. The exhibition – Toscani’s first in Switzerland – focuses in particular on the subject of the imagination, giving an account of his visionary skill in the photographic act, from his earliest to his most recent campaigns. Toscani has always focused on the act of “imagining” as a moment of conscious choice of photographer’s profession. Capable of creatively pushing others and himself in his wonderful quest of discovery and conquest, he uses transgression and provocation, forces that belong to art, and makes diversity a value against uniformity while fostering the free expression of communication.


“Oliviero Toscani. Imagine” presents over 20,000 projected images, offering the visitor a highly immersive experience together with a display of photographic images, including unpublished vintage photographs taken by Toscani during his training period at the Kunstgewerbeschule in Zurich. The exhibition extends outside the m.a.x. museo, welcoming visitors thanks to cooperation with United Nations Human Rights (“Stand Up For Human Rights”) as part of the “Human Race” project: photos of women and men from different countries and cultures pay homage to the many morphologies, expressions and characteristics of humanity.


Oliviero Toscani has created images and campaigns for brands and companies such as United Colors of Benetton, Esprit, Chanel, Robe di Kappa, Fiorucci, Prénatal, Jesus Jeans, Inter, Snai, Toyota, Artemide, Italian Ministry of the Environment and Health, Italian Red Cross, Regione Calabria, Fondazione Umberto Veronesi, Venice Biennale, Swiss Watchmakers’ Federation, Philharmonie de Paris, CosmoProf, InStyle, Nicopanda, Best Company, and many others, addressing major contemporary issues of social interest, in particular the death penalty, AIDS, anorexia, violence against women, stray dogs and road safety. He has contributed to the most prestigious publications, including Elle, Vogue, GQ, Harper’s Bazaar, Esquire, Stern and Libération. He also conceived and directed Colors, the world’s first global newspaper, and conceived and directed Fabrica, a communication research centre.


Special openings
Wednesday 1 November 2017 (All Saints’ Day)/Friday 8 December 2017 (Immaculate Conception)/Tuesday 26 December 2017 (Boxing Day)/Monday 1 January 2018 (New Year)/Saturday 6 January 2018 (Epiphany)


Sunday 24 December 2017 (Christmas Eve)/Monday 25 December 2017 (Christmas)/Sunday 31 December 2017 (New Year’s Eve)

Collateral events

Toscani in conference

Oliviero Toscani: public lecture “Immaginare”

Tuesday 17 October 2017, 8.30 p.m.

at the Cinema Teatro, Chiasso

admission free

on the occasion of the 17th edition of the Italian Language Week Worldwide


after the event, evening opening of the m.a.x. museo until 10:30 p.m.

Free guided tour

Free guided tour

Sunday 22 October 2017, 10.00 a.m.

with entrance to the max paid museum


Educational workshop

“Face to face”

Saturday 4 November 2017, 2 p.m.–5 p.m.

during the autumn holidays

registration required eventi@maxmuseo.ch

CHF/Euro 10.- (children), CHF/Euro 15.- (adults)

As a mirror reflects images, so too the participants in the workshop will be invited to replicate the poses and expressions of those who will stand before them. With the camera lens we can play, get to know each other better and discover something about ourselves in others, our companions and our friends. One of the photos taken, chosen by the staff of cultural mediators, will be hung in the museum’s kids’ bulletin board.


Educational workshops on request

For schools or interested groups

by reservation eventi@maxmuseo.ch

Grigory Sokolov: piano recital

Grigory Sokolov: piano recital
Saturday 11 November 2017, 8.30 p.m.
at the Cinema Teatro, Chiasso


integrated ticket with entrance to the exhibition at the m.a.x. museo
(ticket available at the Cinema Teatro)

BookCity Milano

Presentation of the exhibition catalogue on the occasion of BookCity Milano
Saturday 18th November 2017, 6.30 p.m.
at Palazzo Reale, Milan (Conference Room)
free entry as long as seats are available
(entrance to the Conference Room: Piazza Duomo 14 – 3rd floor)
with Oliviero Toscani, Angela Madesani (historian and critic of photography), Francesco Merlo (editorist of La Repubblica and writer) and Nicoletta Ossanna Cavadini (director of the m.a.x. museo)

friends association of the m.a.x. museo

friends association of the m.a.x. museo
Saturday 18 November 2017, 10 a.m. to 10 p.m.
trip on the occasion of BookCity, Milan


registration required by Saturday 11 November 2017

Moms, dads and babies at the museum

Moms, dads and babies at the museum
Saturday 25 November 2017, 10.30 a.m.
Guided tour for families with babies and small children strollers and prams welcome!

with alcohol-free aperitif

Educational workshop

“Different characters”

Saturday 25 November 2017, 3 p.m.—5 p.m.

registration required eventi@maxmuseo.ch

CHF/Euro 10.- (children), CHF/Euro 15.- (adults)


Participants in the workshop, guided by a short text, can transform themselves with the help of objects and accessories into different characters and then be portrayed in a professional photo … Which character do you want to be?

Educational workshop

“The mirror of soul”

Saturday 13 January 2018, 3 p.m.-5 p.m.

for little children

registration required eventi@maxmuseo.ch

CHF/Euro 10.- (children), CHF/Euro 15.- (adults)


The eyes are said to be the mirror of the soul. Using scissors and glue we will make a face that can change expression by altering some details to discover hidden emotions. The expression of the eyes shows whether we’re happy or sad!

Free guided tour

Free guided tour on the occasion of the finissage

Sunday 21 January 2018, 4 p.m.

with admission charge to the m.a.x. museo

Guided tours

Guided tours for associations, groups, school groups

on request


Review of publications

Review of Oliviero Toscani publications

at the Municipal Library, Chiasso

association of friends of the m.a.x. museo

Saturday 17 March, Sunday 18 March, Monday 19 March 2018 (on Saint Joseph’s Day)

trip to Treviso



Museo Nazionale Collezione Salce

Musei Civici di Treviso


Grafiche Antiga


registration required by Saturday, 17 February 2018