Celebrating 10 Years with the Museum 2D Exhibition

The display includes iconic works by celebrated photographers such as Gabriele Basilico, Luigi Ghirri, and Mario Carrieri, alongside notable advertising campaigns like “From Hangers to Doors” (Dagli Appendini alle Ante) and “Dada hid the kitchen cabinet doors. Guess where” (Dada ha nascosto le ante della cucina. Indovinate dove). These campaigns represent the diverse yet unified messaging of the Molteni Group's four brands, illustrating how design and communication work together to shape a global identity. Posters, free gifts and invitations attest to collaboration between the Group’s companies and architects, graphic designers, illustrators, art direction by Luca Meda for Molteni&C and Dada and by Pierluigi Cerri for UniFor, followed by Vincent Van Duysen for Molteni&C/Dada since 2016 and Studio Klass for UniFor/Citterio since 2020.

Museum 2D also explores the evolution of the Group’s logos and visual identities. From Felix Humm’s work for Molteni&C to Studio Cerri’s design for UniFor, and the visual identity system by Nicola-Matteo Munari, the exhibition highlights the creative processes behind these developments, showcasing sketches, catalogues, and advertising layouts from both the pre-digital and digital eras.

The Molteni Theatre, a vital part of the museum since 2006, also plays a central role in the exhibition. Designed by Patricia Urquiola, the theatre received an Honorable Mention at the XXIII Compasso d'Oro ADI Awards and the ADI/President of the Republic of Italy National Innovation Award. Recently renovated by Ron Gilad, the theatre hosts a variety of films and documentaries, showcasing the works of leading designers and architects. The space also features key historic pieces from Molteni&C and UniFor, offering a deeper look into the company’s design history.