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 for Molteni Group.
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.
Beyond print materials, Museum 2D includes multimedia components that showcase the company’s ongoing commitment to innovation in design communication. One of the highlights is House of Molteni, a web series featuring the homes of influential trendsetters, selected by the ADI Design Index in 2018. Additionally, the short film White Noise by Beniamino Barrese and Mattia Colombo, a homage to Carlo Scarpa and Venice, explores the relationship between architecture, design, and water.
A key feature of the exhibition is Molteni Theatre, the multimedia hub that has been a vital part of the museum since its opening. Designed by Patricia Urquiola in 2006 and recipient of an Honorable Mention at the XXIII Compasso d'Oro ADI Awards and the ADI/President of the Republic of Italy National Innovation Award, the space has been recently renovated by Ron Gilad. Molteni Theatre houses a rich catalog of films, documentaries, and videos, showcasing the work of leading designers and architects. The theatre also includes a selection of historic pieces from Molteni&C and UniFor production, offering visitors a chance to explore the company’s design history from both a contemporary and retrospective viewpoint.
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
Molteni Compound
Via Rossini, 50 Giussano (MB)
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