Dino Villani - Advertising Art

The exhibition, curated by the Fondo Villani Scarpellini through a selection of original sketches, artwork and photographs, will explore the world that Villani was able to build, highlighting his collaborations with artists who helped define the advertising aesthetic of the 20th century.Villani, who worked between 1925 and 1989, played a crucial role in the evolution of visual communication. The creation of the Motta brand and the Colomba Pasquale are just a few examples of his creative genius, as well as initiatives, such as 5,000 lire for a smile then Miss Italia, not only combined the product with emotional experiences, but also involved the public in a direct way, transforming advertising into an active and participatory dialogue.