Federico Seneca Retrospective at m.a.x. Chiasso Showcases Iconic Advertising Designs
The m.a.x. museum in Chiasso, Switzerland, hosts a major retrospective of Federico Seneca (1891–1976), a pioneering Italian graphic designer, on the 40th anniversary of his death. Opening October 9, 2016, the exhibition 'Federico Seneca – Segno e forma nella pubblicità' runs until January 22, 2017. Seneca is best known for creating the iconic logo and love notes (cartigli) for Perugina's Baci chocolates, as well as advertising posters for AGIP, Buitoni, Ramazzotti, Cinzano, and Modiano from the 1920s through the postwar boom. The show is part of a broader program at m.a.x. exploring graphic design, particularly the Swiss Style (International Typographic Style) that emerged in the 1950s. Previous exhibitions featured Depero and Heinz Weibl; a 2017 show will mark the centenary of La Rinascente. Museum director Nicoletta Ossana Cavadini describes Seneca's work as 'timeless' and an 'icon of modernity.'
Key facts
- Federico Seneca was born in Fano in 1891 and died in Casnate in 1976.
- The retrospective is held at the m.a.x. museum in Chiasso, Switzerland.
- The exhibition runs from October 9, 2016, to January 22, 2017.
- Seneca designed the logo and love notes for Perugina's Baci chocolates.
- He created advertising for AGIP, Buitoni, Ramazzotti, Cinzano, and Modiano.
- His work spans from the 1920s to the postwar economic boom.
- The exhibition is part of a series on graphic design at m.a.x., including Swiss Style.
- Nicoletta Ossana Cavadini is the director of m.a.x. museum.
Entities
Artists
- Federico Seneca
- Fortunato Depero
- Heinz Weibl
Institutions
- m.a.x. museo Chiasso
- Perugina
- AGIP
- Buitoni
- Ramazzotti
- Cinzano
- Modiano
- Pirelli
- Rai
- Olivetti
- La Rinascente
- Artribune
Locations
- Fano
- Casnate
- Chiasso
- Switzerland
- via Dante Alighieri 6