Image Source: Andrea Onate
Key Takeaways
- The "L’Italia sulla neve" exhibition at Milan’s Sforzesco Castle explores the origins and evolution of Italian winter sports’ culture and tourism
- The exhibit features a collection of iconographic materials, including posters, magazines, and advertising graphics from the Bertarelli collection
- The exhibition highlights the connection between the evolution of fashion and the spread of winter sports in Italy
- The display showcases the promotion of Italian winter sports destinations, including the role of ENIT and the Italian Touring Club
- The exhibit also features iconic posters and graphics from past Olympics, including a rare brochure from the inaugural Winter Olympics in France
Introduction to the Exhibition
The "L’Italia sulla neve" exhibition, staged at Milan’s medieval Sforzesco Castle, is a timely display that coincides with the Milano Cortina 2026 Winter Olympics, kicking off on February 6. The exhibit, curated by Alessia Alberti, Simona Maniello, and Francesca Mariano, explores the origins and evolution of Italian winter sports’ culture and tourism. As the exhibition’s curator notes, "The exhibition explores how the mountains over the years became a popular vacation spot from a place of exploration." The exhibit is drawn from the Raccolta Bertarelli, a collection of iconographic materials that has been part of the Sforzesco Castle’s collections since 1927.
The Bertarelli Collection
The Raccolta Bertarelli, named after its founder, Italian art collector and writer Achille Bertarelli, comprises an estimated 1 million pieces of iconographic materials, including maps, posters, ex libris, postcards, ancient and modern art graphics, as well as architects’ archives. The collection is complemented by a rich library, making it one of the largest public collections of its kind in the world. As the exhibition’s curators note, "The Bertarelli collection provides a rich backdrop for the exhibit, offering a unique perspective on the evolution of Italian winter sports’ culture and tourism." The collection includes works by notable Italian artists, such as Marcello Dudovich and Fortunato Depero, who designed posters and graphics for Italian department stores and tourist boards.
The Evolution of Winter Sports in Italy
The exhibition explores how the mountains in Italy became a popular vacation spot, evolving from a place of exploration to a hub for winter sports. As the curator notes, "The true birth of tourism, however, occurred in the 20th century, with the construction of modern hotels and facilities that helped spread skiing and ice skating activities, followed by the development of disciplines like sledding, curling and hockey." The exhibit features a selection of covers from illustrated magazines, such as Il Secolo XX, Varietas, Ars et Labor, and La Lettura, which highlight the connection between the evolution of fashion and the spread of winter sports in Italy. For example, the 1931 cover of the magazine La Lettura, featured in the exhibition, showcases the latest winter fashion trends, while also promoting winter sports activities.
The Promotion of Italian Winter Sports Destinations
The second part of the exhibition focuses on the promotion of Italian winter sports destinations, with a collection of posters, brochures, and magazines highlighting the pivotal role of ENIT (Ente Nazionale per l’Incremento delle Industrie Turistiche, the Italian national tourist industry board) and the Italian Touring Club. Examples include the cover of the 1936 Enrosadira magazine signed by Italian painter and sculptor Fortunato Depero, and promotional materials from hotels and ski resorts. As the curator notes, "The exhibition showcases the efforts of ENIT and the Italian Touring Club to promote Italian winter sports destinations, highlighting the country’s rich natural beauty and winter sports infrastructure."
Milan’s Connection to Winter Sports
A section of the exhibition is dedicated to the city of Milan, exploring the city’s connection to winter sports, given its proximity to the Alps and several ski resorts. The exhibit features a selection of posters and graphics that highlight Milan’s role as a hub for winter sports enthusiasts, as well as its contribution to the development of Italian winter sports culture. As the curator notes, "Milan’s connection to winter sports is a significant aspect of the exhibition, highlighting the city’s importance as a gateway to the Alps and a center for winter sports activities."
Iconic Posters and Graphics from Past Olympics
The exhibition ends with a display of iconic posters and graphics from past Olympics, including a rare brochure from the inaugural Winter Olympics in France at Chamonix in 1924. The exhibit provides a unique perspective on the history of the Winter Olympics, highlighting Italy’s contribution to the development of winter sports and its hosting of the games. As the curator notes, "The exhibition provides a fascinating glimpse into the history of winter sports in Italy, highlighting the country’s rich cultural and sporting heritage." The display of iconic posters and graphics from past Olympics serves as a reminder of the significance of the Winter Olympics and Italy’s role in promoting winter sports culture and tourism.
https://wwd.com/eye/lifestyle/italy-winter-sports-exhibit-sforzesco-castle-milan-1238455634/