Museum 2D
There is a lesser-known story that runs parallel to that of the objects, products, and collections of the Molteni Group. Over the past 90 years, words and images, slogans and photographs, gadgets and invitations, advertisements and stage designs, videos and posts have accompanied the evolution of the companies and their brands, communicating more effectively and powerfully to the world the authorship of their projects. "The medium is the message," as the Canadian sociologist Marshall McLuhan claims – design is as much in the things as in the way they are communicated. On the tenth anniversary of the Molteni Museum, the Museum 2D exhibition presents this story of collaborations with great photographers, graphic designers, advertisers, art directors, set designers, directors, and actors. A community of authors who have envisioned worlds and crafted scenarios to bring design everywhere, translating the quality of beauty and craftsmanship into other languages. The power of the message.
Invitations and posters tell the story of the collaborations between the companies of the Group and architects, graphic designers, illustrators, and art directors.
