Rai Pubblicità: 100 Years on Display at Triennale Milano

Rai Pubblicità: 100 Years on Display at Triennale Milano

When: April 10 – June 7, 2026 | Where: Triennale Milano | Admission: free

To mark one hundred years since the founding of Sipra (9 April 1926), Rai Pubblicità presents "In the Space of a Century. Rai Pubblicità, 100 Years of History and Beyond", an exhibition that traces the company’s evolution and the role of advertising in Italy’s cultural and social change.

What the exhibition offers

The show follows a thematic route built around four narrative strands combining archival materials, artworks and multimedia installations. It highlights the relationships between media, markets and audiences, while opening a conversation on the future of communication.

• The media, the senses: artworks and archival items exploring media experiences from radio to digital.
• The markets, the protagonists: artistic interventions and reflections on advertising’s role in responsibility and sustainability.
• The audiences, the generations: an examination of how people’s relationship with media has evolved across six generations.
• Words of tomorrow: a participatory space inviting visitors to consider future communication scenarios.

Workshops and related events

The programme includes three thematic workshops designed as industry forums. These are organised with UNA, Nielsen and UPA and supported by partners such as Dentsu Italia, Havas Media, Omnicom Media Italia, Publicis Groupe and WPP Media Italia.

Curators and sources

The exhibition is curated by Peppino Ortoleva and Giuliana Galvagno and features archival materials from Rai Teche, the CSC Cinema Impresa archive of Ivrea and other historical collections, alongside award-winning commercials and contributions from several foundations and corporate archives.

Visitor information

• Free entry: check Triennale’s official channels for possible updates before visiting.
• The exhibition is aimed at both the general public and industry professionals interested in communication and marketing topics.
• Workshops may require registration or have limited seating; consult official announcements for participation details.

This exhibition turns Rai Pubblicità’s centenary into a public opportunity to revisit the history of communication in Italy and to imagine what comes next.