Italy's 'Miracle': Art, Design and Advertising (1948–1968) — Rocca di

Italy's 'Miracle': Art, Design and Advertising (1948–1968)

The Rocca di Lonato presents a selection from the Fondazione Massimo e Sonia Cirulli collection dedicated to Italy's post-war economic boom. The exhibition traces how graphic design, industrial design and advertising shaped a new collective imagination and laid the foundations of the Made in Italy brand.

On display are original posters, photographs and design drawings that document the social and cultural changes from the mid-1940s to the early 1960s. The show highlights the relationship between creativity and industry, revealing how iconic products and visual solutions gained international recognition.

• "Pubblicità bambina" (Childlike Advertising): this section focuses on cheerful, reassuring imagery used to promote new consumer goods and to move away from wartime scarcity.
• "Italy on the Move": explores leisure, travel and mobility — small cars, scooters, weekend escapes — and the advertising campaigns that captured that optimistic spirit.
• Textile Industry: examines the dialogue between art, craftsmanship and industrial production, spotlighting contributions that helped relaunch Italy's textile sector.

The exhibition is staged within the historic setting of the Rocca di Lonato — a fortified complex with battlements, watchtowers and richly decorated rooms — creating a contrast between centuries-old architecture and 20th-century visual culture. The project is realized in collaboration with the Fondazione Massimo e Sonia Cirulli, custodian of significant material on Italy's visual heritage.

Practical information

• When: 26 March – 7 June 2026
• Where: Rocca di Lonato, Lonato del Garda (Brescia)
• Ticket: €6 (single ticket granting access to the Rocca's exhibition spaces)
• Contacts: Tel. +39 030 9130060 — [email protected]

The exhibition is recommended for visitors interested in Italian design history, advertising graphics and the visual roots of the Made in Italy phenomenon.