Suitable for audiences of all ages, the immersive and multi-sensorial exhibition at in MAXXI museum is dedicated to the 60th anniversary of the world’s most famous spreadable cream. This iconic Made in Italy product was born immediately after the end of the Second World War in a small workshop in Alba, Piedmont, immediately after the end of the Second World War, and has become a global phenomenon. In 1946, Pietro Ferrero, a Piedmontese confectioner, created Pasta Gianduja or Giandujot, the ancestor of hazelnut cream, starting the successful entrepreneurial journey of Ferrero, led today by Giovanni Ferrero, the third generation of the founding family.
The exhibition itinerary has soft, enveloping shapes evoking the spreadable qualities of Nutella®, with a large central space inspired by a large city square, a meeting and gathering place, a symbolic place of conviviality and celebration. Also dedicated to the Nutella® universe and its fans is the large wallpaper signed by illustrator Francesca Gastone, a mix of analogue and digital techniques using photographs and historical and contemporary archive materials. The aim of the exhibition realized in collaboration with Ferrero is to create a moment of shared joy, in line with the values of the brand, playing with the historical stages and the vision of the Nutella® world, immersing oneself in its world through interactive games and creative activities.
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