Winter sports in advertising between the Museo del Novecento and Castello Sforzesco

In the cultural itinerary that accompanies Milan Cortina 2026, advertising and graphics are also valuable tools for interpreting the evolution of winter sports and Alpine tourism, and two exhibitions recount how images, slogans and posters have contributed to building a collective imagination made of snow, movement and modernity. At the Museo del Novecento, 'Hooray for snow! Armando Testa and sport" is dedicated to the graphic sports production of one of the great protagonists of Italian visual communication and brings together posters and audiovisual materials spanning more than 30 years of activity by the famous advertiser, designer and painter. From the posters of the 1950s to the campaigns linked to major sporting events, the itinerary highlights the evolution of a visual language that made sport a powerful symbol of dynamism and progress. At the Castello Sforzesco, on the other hand, the exhibition 'L'Italia sulla neve' (open until 22 March with free admission) broadens the view to the popular and everyday dimension of communication through more than 100 works including illustrated magazines, posters, postcards, brochures and catalogues that make up the heritage of the Civica Raccolta delle Stampe 'Achille Bertarelli', one of the most important of its kind in the world. What emerges is the story of how mountains and winter sports gradually entered the lives and imagination of Italians.

https://www.museodelnovecento.org/-/urra-la-neve-armando-testa-e-lo-sport

https://www.milanocastello.it/web/castello-sforzesco/-/l-italia-sulla-neve