Nutella's 60th Anniversary Celebrated with Immersive Show at MAXXI Rome

Nutella marks its 60th anniversary with 'Join!', a multisensory exhibition at the MAXXI museum's EXTRA space in Rome, running until April 20, 2025. Curated by Chiara Bertini, the show blends play and education for all ages, featuring an enveloping installation that evokes the spreadable cream's texture. The project stems from extensive archival research, tracing Nutella's history through graphic design and a large timeline created with collage artist Francesca Gastone. The timeline incorporates analog and digital materials, highlighting iconic advertising campaigns and the brand's social impact across generations. The journey begins before Nutella's 1964 launch, with the 1923 pastry shop founded by Pietro Ferrero in Dogliani, where the recipe (then called Pasta Gianduja) was first developed in the 1940s. Exhibits include evolving jar designs, design objects, video contributions, and curiosities. A central interactive wall invites visitors to leave drawings and memories, while a 'N-U-TELL-A STORY' box collects written impressions. Other features include Henri Gallot-Lavallée's 'Machine à tartiner' for precise spreading, an immersive room evoking a Nutella jar filled with the cream's aroma, and workshops at the museum bar. The exhibition is organized by MAXXI in collaboration with Ferrero.