In the space of a century. Rai Pubblicità, 100 years of history and beyond

An exhibition retracing the hundred-year history of Rai Pubblicità, founded as SIPRA (Società Italiana Pubblicità Radiofonica Anonima), when radio broadcasting in Italy had only just begun. The company’s story mirrors the evolution of the media landscape and the continuous transformation of the habits and everyday life of Italian citizens. The exhibition invites visitors to rediscover often overlooked aspects of daily life—both past and present—while revealing the strategic role of Rai Pubblicità and opening a reflection on the future of advertising and communication.