Max Museo dedicates retrospective to Marcello Dudovich, master of advertising art

The Max Museo in Chiasso presents a retrospective on Marcello Dudovich (Trieste, 1878 – Milan, 1962), a master of applied art in advertising. The exhibition's core theme is his relationship with photography, explored through multiple sessions of posing, juxtaposing photographic shots, sketches, and finished works. Dudovich's self-portraits reveal a precocious desire to be an 'total artist.' The show also highlights his entrepreneurial side with the Star-IGAP company, and his diverse output includes posters for Borsalino and La Rinascente, illustrations, book covers, and cinema posters. Other focuses include rural life and an 'Orientalist' period from his stay in Libya. The exhibition is part of the 2019 Biennale dell'immagine and functions as a full retrospective, asserting Dudovich's expressive intensity beyond mere poster design. The show features works like 'La Rinascente. Dal 15 Febbraio Vendita del Bianco, 1922 ca.' from the Museo Nazionale Collezione Salce, Treviso.