(toskanews) – It’s called joyn! A journey into the Nutella world for its 60th birthday the shows that the MAXXI will host until April 20, 2025. An opportunity for traces the six decades of life of the spreadable cream, offering a mix of game and studyin a space for adults and children. The imagined path it is the opportunity to rediscover the memories linked to Nutellaimmerse yourself in his best-known advertising campaigns and view thesocial impact of an icon that has spanned entire generations.
«We are very happy with celebrate this birthday here. A year that was very richNutella launched the ice-creamlaunched the plant-based creamThe croissantThe muffins and more recently the donutstherefore a mix of tradition and innovation for me truly unique for Nutella. And we are here to offer it to the many Nutella fans in the world”, he says Fabrizio GavelliCEO of Ferrero Commerciale Italia.
At the origin of this Italian icon famous all over the world there was first pastry shop that in 1923at 25 years old, Pietro Ferrero opened to Dogliani. In the 1940s they began first experiments of the recipe, called then Gianduja pastaand in 1964 is born there Nutellawith the sale of first jar. The world of the exhibition inside the MAXXI was created with the collaboration of the illustrator Francesca Gastonewhich works with the technique of collage.
«We all have gods memoriesof the anecdotes related to this icon – he states Chiara Bertinicurator of MAXXI – and so we say that we wanted also play with history. This big one wallpaper which is behind us is a work of FrancescaThat play with these historical levelsand also tells about emotions. There are some suggestions that everyone will be able to find, even hidden. So the exhibition is full of unexpected surprises».
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