Hooray for snow! Armando Testa and sport

The exhibition Hooray for snow! Armando Testa and sport pays tribute to Armando Testa (Turin, 1917-1992), pivotal figure of the graphics and visual communication in 20th century Italy, presenting a thematic focus on its relationship with the sports. Edited by Gemma De Angelis Testa e Gianfranco Maraniello, exhibition is part of the celebrations of the Milan Cortina 2026 Olympic and Paralympic Games.

Through a selection of seven sports posters created between the 1950s and 1970s, Testa's ability to translating the dynamism of the athletic gesture into an image, elaborating a visual synthesis in which essentiality, irony and experimentation come together in an incisive and very modern communication. The posters on display testify to a constantly evolving language, capable of reflecting the cultural and social changes of the second half of the 20th century.

To complete the exhibition, the famous TV carousel The Train for Saiwa (1966-1969), in which bodies and movement become a metaphor for mechanism and action, anticipating visual suggestions close to the performative avant-gardes, including the research of John Cage and the movement Fluxus. The result is an immersive experience that tells how the sports has been for Head a fertile territory of reflection, invention and dialogue between image, time and form.

The exhibition is realised in collaboration with Head to Head.