Major Oliviero Toscani retrospective exhibition in Chiasso: the first time in Switzerland

Them.a.x. Museum in Chiasso, Switzerland, will dedicate a retrospective on Oliviero Toscani, a great communicator of Italian advertising.

"Imagining," the title of the exhibition, will be curated by Nicoletta Ossanna Cavadini, director of the museum, and Susanna Crisanti, and will be all about the main theme of communication according to Toscani: multiculturalism. The exhibition, in fact, will feature about 100 panels from the “Human Race” project, depicting faces of women and men from different countries.

Also on display will be photographs taken by Toscani during his time at the Kunstgewerbeschule in Zurich, as well as shots taken on trips to London, Brittany, Sicily, Apulia and the United States. There will also be no shortage of photographs for advertising campaigns, on all those taken for Benetton, Chanel, Fiorucci, Prenatal and Valentino. There will also be a section devoted to Colors magazine, produced by Toscani in 39 issues between 1991 and 2000.

This is Toscani’s first exhibition on Swiss soil. It is sponsored by the Education and Cultural Activities Department of the City of Chiasso, and has the patronage of the Consulate General of Italy in Lugano, the support of the Republic and Canton of Ticino-Swisslos Fund, United Colors of Benetton, AGE SA and the association of friends of the m.a.x. museum The exhibition will open to the public on Oct. 15, 2017, and will run until Jan. 21, 2018. Opening hours: Tuesday through Sunday 10 a.m. to 12 p.m. and 2 to 6 p.m. Closed Mondays, except Jan. 1, 2018. Also closed on December 24, 25 and 31. Special openings: November 1, December 8, December 26, January 1, January 6. Admission: full price 10 Swiss francs, concessions (AVS, AI, students, TCS, TCI, FAI SWISS, FAI, convention holders) 7, school groups and groups of at least 15 people, 5. Free for children under 7, journalists, Swiss Museum Passport, ICOM, Visarte, Aiap, association friends of the m.a.x. museum. Free admission every first Sunday of the month. Catalog published by Skira.

Image: Oliviero Toscani, Angel and Devil, United Colors of Benetton, 1992 © Studio Toscani

Major Oliviero Toscani retrospective exhibition in Chiasso: the first time in Switzerland

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