Molteni Museum Presents Museum 2D Exhibition

The exhibition features a wealth of historical photographs, advertisements, catalogues, and brochures that trace the evolution of the Group’s graphic design and communication. Central to the display are iconic works by celebrated photographers such as Gabriele Basilico, Luigi Ghirri, and Mario Carrieri, whose imagery has captured the spirit of the brand. Additionally, notable advertising campaigns like “From Hangers to Doors” (Dagli Appendini alle Ante) and “Dada hid the kitchen cabinet doors. Guess where” (Dada ha nascosto le ante della cucina. Indovinate dove) are showcased, highlighting how Molteni Group’s marketing efforts have contributed to its success. The exhibition also focuses on the development of logos, from Felix Humm’s work for Molteni&C to Studio Cerri’s design for UniFor, and the visual identity system created by Nicola-Matteo Munari.

Museum 2D delves into the creative process behind these iconic campaigns, offering a rare look at design sketches, catalogue pages, and advertising layouts. A special section highlights the evolution of the Molteni Group’s iconic free gifts, including the famous kite from the 1978 Salone del Mobile, which has now become a symbol of the exhibition itself.

As part of Milano MuseoCity 2025, Museum 2D is an immersive celebration of the power of design and communication, offering a unique perspective on the Molteni Group’s enduring legacy of quality and innovation.


By appointment only