Italy in the snow

The exhibition Italy in the snow, set up at the Graphics Rooms of the Sforza Castle, fits into the context of XXV Winter Olympic Games in Milan Cortina and offers an engaging exploration of winter sports culture and the mountains as a tourist destination in Italy. Through a rich visual and documentary journey, it highlights how the charm of snow has influenced daily life, the fashion, the advertising graphics and the Italian collective imagination during the twentieth century.

The exhibition brings together over one hundred items from Achille Bertarelli Civic Print Collection“including illustrated magazines, postcards, brochure, posters, historical figures e commercial catalogues. These materials offer an original interpretation of the evolution of winter sports and tourism, in parallel with the aesthetic and cultural transformations of the country.

The public will be able to admire works by great masters of 20th-century Italian graphic design, such as Leopold Metlicovitz, Marcello Dudovich, Fortunato Depero, Marcello Nizzoli and Emilio Malerba, demonstrating the intertwining of artistic creativity and tourism promotion. The visual narrative spans a broad time frame, from Liebig figurines from the nineteenth century at posters from the 1968 Mexico City Olympics, the 1972 Munich Olympics and the 1976 Montreal Olympics.

Italy in the snow It is not just an exhibition: it is a journey into collective memory, customs, passions and desires linked to the snow-covered world of the Italian Alps.