Giacomo Puccini's Unexpected Link to Advertising Explored in Lucca Exhibition

A new exhibition in Lucca, 'Giacomo Puccini Manifesto', running until March 2 at the Ex Cavallerizza near the Renaissance walls, explores the composer's surprising relationship with advertising posters. Featuring over 100 original posters from the Museo Collezione Salce—Italy's largest collection of advertising graphics—the show spans from 1889 to 2023, including a recent work by internationally renowned illustrator Riccardo Guasco. Posters are displayed unframed as originally intended for streets and theaters. Puccini emerges as a key figure in poster development: as a leading composer for Casa Ricordi (pioneers of Italian lyrical posters), as a promoter of modern poster inventor Leonetto Cappiello (creator of Campari's iconic sprite), and as a brand ambassador for Campari, Pirelli, and Borsalino. The exhibition coincides with the centenary of Puccini's death (Lucca, 1858 – Brussels, 1924).