Puccini Pop Icon of the 20th Century at La Scala Museum in Milan

The Archivio Ricordi presents 'Puccini – Opera meets new media' at the Museo del Teatro La Scala in Milan, an immersive exhibition exploring how Giacomo Puccini became a global pop icon through early 20th-century technologies like gramophone records and cinema. The show features original scores, sketches, posters, and gadgets, highlighting Ricordi's strategic use of new media for marketing and brand protection. A key section focuses on Turandot, with AI-enhanced video installations bringing Galileo Chini's original set designs to life. For the first time, unfinished manuscript pages of Turandot's final duet are displayed. The exhibition also addresses copyright issues and piracy, exemplified by the song 'Avalon' based on Tosca. Puccini's international fame reached the US and Buenos Aires, fueled by vinyl records and his personal supervision of productions. The show runs at La Scala Museum, curated by Pierluigi Ledda.