Cataloghissimo

The exhibition Cataloghissimohosted at the Graphics Rooms of Sforza Castlecelebrates the evolution of sales catalogue as an instrument of visual communication e advertisingfrom the late 19th century to the 20th century. Through the Achille Bertarelli' Prints Collectionone of the most important collections of its kind in the world, we explore the fascinating parable of department store catalogues, true forerunners of modern online shopping platforms.

On display, a wide selection of catalogues - many from Milanese businesses - shows the evolution of this advertising medium, which has been able to seduce and guide consumer desire through a skilful balance between attractive graphics, editorial design e communication strategy. Among the iconic pieces are the materials of Fratelli Bocconi, forerunners of the La Rinascenteaccompanied by works by Marcello Dudovich e Franz Laskoffwho marked the visual imagery of the time with their style.

Cataloghissimo is not just a review of historical documents, but a visual and cultural account of the emergence of the mass consumptionthe transformation of the commercial landscape and the central role of the graphics in the construction of taste and desire.