The Molteni Museum presents Museum 2D, an exhibition curated by Ron Gilad that explores the history and evolution of the visual communication of the Molteni Group (Molteni&C, UniFor, Dada and Citterio).
Museum 2D – Photo © Max Zambelli
The exhibition brings together archival materials – catalogs, advertisements, posters, photographs, brochures, videos and images signed by Pierluigi Cerri, Gabriele Basilico and many other leading figures in visual communication in recent decades – to tell the story of the graphic journey that shaped the brand’s identity.
Poster dedicato a Primafila di Luca Meda – grafica Felix Humm
At the center of the project is Ron Gilad, the Israeli designer known for his conceptual approach and research into the perception of space. His installation transforms the exhibition into a dynamic curatorial device in which different graphic languages intertwine in a fluid and interactive narrative.
Images, videos and historical documents not only trace the group’s communication, but also highlight its design matrix.
Museum 2D is an immersive experience where history and visual identity merge into a living narrative. Industrial design dialogues with the expressive power of communication: historical catalogues confront advertising campaigns, photography documents and reinterprets the product, while graphics amplify and codify its language.
Invito per il XIX Salone Internazionale del Mobile di Milano, 1979 , design L. Meda, F. Giacometti – grafica Gerotto Sparks
One of the focal points of the exhibition is dedicated to the promotional objects that have marked the Group’s history, including the iconic dragon from the 1978 Salone del Mobile, now a symbol of the exhibition. An example of how Molteni communication does not end in the informational dimension, but becomes storytelling, emotion, experience.
The layout avoids hierarchies between materials, activating a game of connections and cross-references that creates a constant tension between past and present, archive and innovation.
Museum 2D – Photo © Max Zambelli
At the same time, the Molteni Group inaugurated the renovated Molteni Theatre. Designed by Patricia Urquiola in 2006, the space has been completely redesigned by Gilad. While maintaining its vocation as a multimedia center with an extensive catalog of films and documentaries on designers and architects, the new layout integrates a selection of historical pieces from Molteni&C and UniFor, strengthening the link between design culture and business vision.
Molteni Theater – Photo © Max Zambelli
