An exhibition on Fortunato Depero in Lucca to celebrate the reopening of the Lu.C.C.A.

On May 10, the Lu.C.C.A. - Lucca Center of Contemporary Art reopens, celebrating its 10th anniversary: to celebrate the reopening, the Lucca exhibition center kicks off the exhibition Fortunato Depero. From Futurist Dream to Advertising Sign, all dedicated to the art of Fortunato Depero (Fondo, 1892 - Trento, 1960). Eclectic, ironic and visionary, Fortunato Depero was one of the greatest representatives of futurism, and the exhibition, curated by Maurizio Scudiero, a historian and expert on futurism, and Maurizio Vanni, a museologist and art historian as well as general director of the Lu.C.C.A., is organized by the Lu.C.C.A. and Omina in collaboration with the Depero Archive in Rovereto. It will remain open until August 25, 2019.

There are eighty works that reconstruct Depero’s creative production, which saw him soon approach the world of industry and advertising. “To ensure the best usability of the exhibition,” explains Maurizio Vanni, who is also general director of the Lu.C.C.A., “our facility offers a chatbot that allows visitors to receive information on their cell phones about the works they are looking at, in Italian and English. In parallel, a tracking system allows us to understand which works are most attractive to the public, so that we can respond in an increasingly targeted way to their real interests.” The technology, developed through collaboration with the companies Thinkinside for the localization part and Dimension for the chatbot, is therefore functional in improving the museum’s performance, but also aimed at creating a personalized experience. Localization, done through mobile devices and/or TAGs (small devices delivered at the entrance), will be the enabler to trigger real-time services on cell phones and/or tablets with dedicated app and on audioguide. Thanks to the positioning within the museum, it will indeed be possible to contextualize the visit and automatically convey information content based on the work that the visitor is facing to make the visit experience more digital and engaging. Another aspect focused on is the multichannel interaction with visitors through a chatbot: a personal guide, with whom to interact, that will suggest the works and points of greatest interest during the visit.

The exhibition itinerary winds its way through masterpieces from important Italian collections that recount Fortunato Depero’s Futurist dream from 1914 to the first half of the 1920s and then lands on the advertising sign withdrawings, collages and graphics for the campaigns of Acqua San Pellegrino, Strega liqueur, Vido almonds, Verzocchi bricks, Erba tamarind, and Unica chocolate, but especially for the Campari company to which an entire room is dedicated. Depero revolutionized the criteria of the advertising poster and also revised its layout by focusing above all on the typeface, which was considered a characterizing element and symbol of the product. The exhibition does not lack documentation of his collaborations in the field of publishing such as those for La Rivista illustrata del Popolo d’Italia and for the American periodical press such as Vogue, Vanity Fair, Sparks and The News Auto Atlas.

“The exhibition has a layout that could be called didactic in that it juxtaposes the advertising works with the final executive, or project drawings,” Maurizio Scudiero explains. “The process of the birth of his artistic products is thus unveiled, that is, from conception to final execution, but also how his ideas moved transversally over time: no rejected project was thrown away, but kept waiting for better times and then re-proposed.”

The exhibition opens Tuesday through Sunday from 10 a.m. to 7 p.m. (closed Mondays and Aug. 15). Tickets: full 10 euros, reduced 8 euros. All information can be found on the Lu.C.C.A. website. The exhibition has obtained the patronage of the Region of Tuscany, Province of Lucca, City of Lucca, Chamber of Commerce of Lucca, Confindustria Toscana Nord, Confcommercio Provinces of Lucca and Massa Carrara, Confesercenti Toscana Nord, Confartigianato Imprese Lucca and is realized with the support of Fondazione Cassa di Risparmio di Lucca and Gesam Gas+Luce.

Pictured: the design for the Strega liqueur campaign.

Source: press release

An exhibition on Fortunato Depero in Lucca to celebrate the reopening of the Lu.C.C.A.

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