In response to popular demand, the FCA Group has decided to extend the exhibition "Dietro la pubblicità" ["Behind the Adverts"], which is being held at the Centro Storico Fiat in Turin. Opened to mark the first edition of Archivissima, the international archive festival, the show been a resounding success with the public.
As a result, "Behind the Adverts" will continue to run for another five months. The exhibition was created with support from FCA Heritage and offers the public a close-up look at a number of precious sketches from the Fiat Historical Archive collection. Visitors have the chance to see for themselves adverts drawn by artists including Sironi, Romano, Codognato, Riccobaldi, Dudovich and Puppo, genuine works of art that express the ideals of elegance, speed and power central to the company's heritage for over a century. The sketches clearly document the techniques, stylistic devices and language that the company used to promote itself and its products throughout the 20th century.
The digitisation project includes over 800 unpublished works created between the 1920s and 1970s. Some of the exhibited sketches are originals, while many others can be viewed digitally on display screens.
The Centro Storico Fiat also houses a permanent exhibition, recounting the birth and technological development of the Fiat brand through a magnificent collection of cars, memorabilia, models and advertising posters. Visitors can admire the first aviation engine from 1908, military and agricultural products, the Littorina—star of rail transport in the 1930s—large maritime engines, bicycles and even household appliances. But above all, the highlights of the museum are cars: historical models that trace over a century of history.
Reconstructions of locations symbolic of industrial production illustrate the changes and historic innovations in manufacturing methods, from hand-workmanship to the assembly line. Another "gem" is the reproduction of the office of Dante Giacosa, the designer who brought mass car ownership to Italy with his unforgettable Fiat Topolino, 600 and 500 models.
The exhibition "Behind the Adverts" is open to the public free of charge every Sunday from 10am to 7pm.
