Réclame

A journey through time between art and advertising, in the frivolous, rich, cultured and elegant Livorno of the Belle Époque, up to the 1930s/1940s.

From the creations of Leonetto Cappiello, to those of “unsuspected” artists such as Plinio Nomellini and Vittorio Corcos, Renato Natali and Osvaldo Peruzzi. Posters and sketches, as well as vintage gadgets to advertise products and services, immediately project us into the everyday lives of our grandparents and great-grandparents.

Words like elegance and creativity, lightheartedness and good taste in the service of the commercial come to mind as we look at the images that go to make up the exhibition.

The itinerary starts with a series of advertisements produced for spirits, shoes, hats and more, first and foremost by the famous billboard artist from Leghorn, Leonetto Cappiello, one of the fathers of modern Italian billboard art and the most innovative of the period, an absolute protagonist on the international scene in the first phase of the affirmation of large advertisements intended for roadside posting.