In Lucca Giacomo Puccini Poster, advertising and illustration beyond opera

An unprecedented exhibition dedicated to Giacomo Puccini was inaugurated in Lucca, in the presence of the Undersecretary of Culture Gianmarco Mazzi, as part of the celebrations for the centenary of the death of the famous composer from Lucca. Entitled “Giacomo Puccini Manifesto. Advertising and illustration beyond opera” the exhibition explores for the first time the relationship between Puccini and the advertising poster, bringing to light the original posters which tell not only the life and works of the Maestro, but also the history of European advertising graphics.

“The great added value of this exhibition in investigating a transversal but very current aspect linked to the figure of the Maestro, namely his relationship with the world of advertising – specifies the mayor of Lucca Mario Pardini – In a historical moment like ours , which sees communication in all its forms at the center of social life, the exhibition stands as an important compendium on the cultural impact of the great artist on his time, on the story of music as a universal language and on how Puccini through his modernity he became a symbol of his land in world”. Culture councilor Angela Mia Pisano declares: “This exhibition was born from the desire to celebrate the centenary of Giacomo Puccini’s death in his hometown, with an original event that lives up to the importance of the Maestro. A project that has managed to attract the interest of both advertising poster enthusiasts and Puccini institutions, as well as important partners at a local and national level. I thank the curator of the exhibition for having made this possibility available to the city and for having followed every phase of its development”.

For Alessandro Amorese, member of the Culture Commission of the Chamber of Deputies, “’round’ anniversaries risk being a forced liturgy that takes away poetry and passion. This is not the case with the Giacomo Puccini Manifesto exhibition which, being part of the Puccini Centenary, instead gives us beauty and Italianness. That’s right, because in the twentieth century the advertising poster represented an art that was positively affected by the different cultural currents, from Futurism to Abstractionism, to the fundamental influence of Liberty. This anniversary gives us an unpublished Puccini, another peculiar characteristic of this exhibition which could only receive the support and patronage of the Ministry of Culture”.

“Giacomo Puccini and the advertising poster are closely linked – explains Simone Pellico, curator of the exhibition –. Through the posters it is possible to talk about the Maestro in a broad spectrum: his work, his passions, his era and his life, which opens and closes in a constant parallel with the history of the billboard. The exhibition illustrates this relationship in four ‘acts’, starting from the operas but then investigating Puccini’s personal ties with important poster artists, his passion for speed and technology and his relationships as ‘testimonial’ for historic brands of the Italian industry. One hundred historical posters from the Salce Collection, the largest in Italy, are on display, together with the contemporary works of Riccardo Guasco, Italian excellence in illustration. An exhibition therefore that does not only look to the past, as befits the ever-present Puccini.”

Set up at the Ex Cavallerizza, in the historic center of Lucca and a few steps from the Walls, the exhibition presents a rich display of original posters dedicated to Puccini’s works and the context in which he was inserted, from historical ones to contemporary elaborations, of which the National Museum Salce Collection of Treviso preserves the largest existing collection in Italy. “It is with great pleasure that the Salce National Collection Museum and the Veneto Regional Directorate of National Museums participate in the Giacomo Puccini Manifesto exhibition: a contribution to the homage aimed at a protagonist of Italian and world culture. The posters represent the connection between the complexity of the operas – with the interaction between music, movement, color that they develop on the stage (in particular the Puccini ones in which musical research, narrative ability, scenography, costumes merge) – and the synthesis visual aimed at their advertising, diffusion and knowledge among an increasingly wider audience. The dialogue between the arts, already inherent in the opera theatre, saw the emergence of poster art expressed in a thousand suggestions between the 19th and 20th centuries: the exhibition which opens today is a clear and elevated testimony to this – says Elisabetta Pasqualin, director of the Salce National Collection Museum – Regional Directorate of Veneto Museums – Mic. The exhibition proceedings portray Puccini as a visual and sound icon, outlining his influence not only on the lyrical manifesto, but also on advertising language.

Roberto Curci, dean among poster scholars and member of the scientific committee, states: “it is interesting to note that, if at the end of the 19th century what would be defined as the Italian “young school” of opera was taking shape, with Giacomo Puccini, its undisputed protagonist, a corresponding “young school” was establishing itself in the field of graphic arts: two innovative currents that ran parallel, sometimes converging with increasingly complementary results Puccini, Turandot, represents precisely the last flash of the lyrical manifesto, before its retreat and the historicization of the opera”.

Luigi Viani, director of the Giacomo Puccini Foundation, brings the greetings of the board of directors of the Giacomo Puccini Foundation which “in line with its statutory mission and with a Staff A Press Office and Communication spirit of synergy with the Puccini institutions and realities of the territory, was pleased to collaborate in this exhibition where, one hundred years after the Master’s death, the modernity of our ambassador to the world is highlighted – among other things. Puccini is more future than past.” The exhibition opens with a collection of original posters, ranging from classics to contemporary creations, dedicated to Puccini’s works and their cultural legacy. The second part of the exhibition offers an in-depth look at the iconic works of the authors of Puccini’s posters, to highlight their contribution to the history of graphic art. In the third act, Puccini is celebrated as a trait d’union between the world of opera and advertising tout court, thanks to a selection of works signed by artists with whom he had significant relationships. Finally, the last act explores the more personal and direct relationship between Puccini and advertising, with works that see him in the role of Maestro testimonial for brands of the time, creating iconic links between the composer and some symbolic objects.

The official image of the exhibition was created by the internationally renowned Alessandria illustrator Riccardo Guasco, also present in the exhibition with his own posters, which will join the over 100 from the Salce Collection. “We enthusiastically accepted the proposal from the Municipality of Lucca to develop this exhibition – says Roberto Di Grazia, sole administrator of Lucca Plus. Culture and tourism are two fundamental assets for Lucca Plus, which has given new impetus to the management of municipal services in these sectors. Developing high-level projects represents a value which, through our company owned by the Municipality of Lucca, remains entirely with the city”.

The exhibition, organized by the Municipality of Lucca and developed by Lucca Plus, is included in the official calendar of the National Committee for Puccini Celebrations, sponsored by the Ministry of Culture, National Committee for Puccini Celebrations, Veneto Regional Museums Directorate, Salce National Collection Museum, Italian Museums, Giacomo Puccini Foundation, Puccini Museum-Birthplace, Teatro del Giglio, Province of Lucca, Association of Lucchesi nel Mondo, Tuscan Chamber of Commerce North-West, Italian Association of Corporate Archives and Museums, Aci Lucca, Civiltà del Tabarro Association. Main sponsor is Enel, technical sponsor Martinelli Luce. Media partner is Rai Cultura.