In the Space of a Century: the Advertising Exhibition at Triennale Milan

In the Space of a Century: Rai Pubblicità at Triennale

What: an exhibition charting a century of Italian advertising through archival documents, artworks and multimedia installations.

Where: Triennale Milano.

When: free admission, open until 7 June 2026.

Overview

"In the Space of a Century. Rai Pubblicità, 100 years of history and beyond" is a curated route that links media evolution to social and cultural shifts in Italy. Led by Peppino Ortoleva and Giuliana Galvagno, the exhibition combines unpublished archive material, audiovisual montages and contemporary art to present a critical and engaging narrative of advertising’s industrial and cultural role.

Main sections

• The media, the senses: original artworks and immersive installations highlighting the historical relationship between artists and advertising, from radio listening to the digital pixel.
• The markets, the protagonists: a section exploring markets and communication, featuring an artistic metaphor about identity and sustainability.
• The publics, the generations: the changing relationship between audiences and media across six generations.
• Words of tomorrow: a participatory space inviting visitors to reflect on the future of communication.

Archives and highlights

The exhibition presents exceptional archival footage and materials, including curated audiovisual pieces and award-winning commercials, to reconstruct the company’s industrial path and its cultural impact.

Visitor information

• Admission: free.
• Suggested visit time: allow 60–90 minutes to fully experience the route and audiovisual content.
• Before you go: check Triennale Milano’s official channels for current opening hours and any visitor requirements.

The exhibition is a practical opportunity to understand how advertising shaped tastes, technologies and economic models in Italy and to engage with prospective trends in communication.