This exhibit details the history of Italy's travel posters from the
beginning of the 1900's to its peak in the 1960's, which could be
considered the golden age of poster art.
ENIT - The Italian National Tourist Board, was founded in 1919 with the
purpose of promoting Italy and its varied travel offerings throughout
the world. To accomplish this mission ENIT would produce hundreds of
thousands of brochures, postcards and posters.
ENIT's posters - often produced in collaboration with Ferrovie dello
Stato (the Italian Railroad Systems) - were designed to be easily
customized in different languages for foreign markets and effectively
became the first large-scale and long-term advertising campaign
implemented by the Italian Government Tourist Board.
The graphics, the typography, the illustrations evolve and bear witness
to the different decades, historical periods and political scenarios.
What remains constant is the emotional impact that these iconic posters
had on the viewers of the time and indeed continue to have in the
While these posters
have come to represent Italy’s collective memory they remain absolutely
relevant to the country’s present and future. They are indeed classic
and evergreen just like the beautiful destinations they depict.
Standing in front
of them the mind lazily starts to wander off to those evocative spots
already visited or on everybody’s bucket list: the sky-high spires of
the Duomo in Milan, the majesty of the Italian Alps, Bologna and its
towers, the art towns big and small, the hills of Tuscany and Umbria,
the romantic lakes, the Amalfi Coast, Imperial Rome…the seaside resorts,
the islands, the history, the music, the food, the people. Ah, to be in
Italy right now!