Achille Castiglioni Visionario
Poster designed for the m.a.x. museo of Chiasso
celebrating Achille Castiglioni.
Achille Castiglioni Visionario
Poster designed for the m.a.x. museo of Chiasso celebrating Achille Castiglioni.
achille castiglioni visionario max museo
The poster displayed right in front
of the museum’s entrance.

Ph. © Nicola-Matteo Munari
achille castiglioni visionario poster
Achille Castiglioni Visionario
Poster, 154.5×124.5 cm

2018 © Rosa Casamento + Nicola-Matteo Munari
A Forest of Posters

For the 100th anniversary of the birth of Achille Castiglioni (1918–2002)—one of the pioneers of Italian design—the MAX Museum of Chiasso organised ‘Achille Castiglioni Visionario,’ an exhibition dedicated to the 484 exhibition design projects that Castiglioni developed during his career.

Migliore+Servetto Architects and Italo Lupi, who designed and curated the exhibition, invited 22 world-famous graphic designers to contribute with a poster celebrating Castiglioni and his exhibition designs.

Among the designers who participated there are some of the most acclaimed graphic artists and designers on the international scene—one for all, Milton Glaser, the author of the iconic I Love NY trademark.

During the exhibition, the posters were displayed on the plaza right in front of the museum, according to an arrangement that was called the “Forest of Posters.”
achille castiglioni visionario poster
One of the many posters that have been designed. In this solution,
the name itself is enough to communicate the idea of space.

2018 © Nicola-Matteo Munari
achille castiglioni visionario poster
The ideas of light and space are communicated by the shadow
of the surname, which is actually projected by the first name.

2018 © Nicola-Matteo Munari
achille castiglioni visionario poster
An alternative solution suggesting
the idea of entering into the
creative world of Achille Castiglioni.

2018 © Nicola-Matteo Munari
achille castiglioni visionario poster
The concept of space is communicated by giving the idea of going beyond the surface of the poster itself.

2018 © Nicola-Matteo Munari
The Design Process

The design of the poster has been developed with great enthusiasm and dedication. In just a few days, more than 130 solutions have been designed, after which a total of 486 variations have been produced.

Most of the posters developed communicates the idea of space through the use of perspective typography. By reducing both graphic elements and colours to the essential ones, it was possible to produce a series of posters characterised by strong visual impact.

The purpose was not to portray a exhibition design of Castiglioni in particular, but to evoke the basic ingredients of all his designs—space, light, shadow, typography, and colour.
achille castiglioni visionario max museo
Ph. © Nicola-Matteo Munari
achille castiglioni stand telecom
A scale model of Telecom Stand designed in 1971 by Castiglioni.
It reveals the rigorous geometry that characterised his design.

Ph. © Nicola-Matteo Munari
castiglioni stand rai
The RAI Pavilion, 1965.
Designed by Achille and Pier
Giacomo Castiglioni
with graphics by Enzo Mari.

Ph. © Tutti i diritti riservati
castiglioni stand eni
The ENI Pavilion, 1958.
Designed by Achille and Pier
Giacomo Castiglioni
with graphics by Max Huber.

Ph. © Tutti i diritti riservati
The Final Poster

The final poster not only evokes the essential qualities of Castiglioni’s exhibit design, but also recalls two of the most spectacular set-ups designed by Castiglioni together with his brother Pier Giacomo—the great staircase of ENI Pavilion 1958 and the parallelepipeds of RAI Pavilion 1965.

The graphics of the poster is the product of a calibrated use of geometry that allowed to evoke the two set-ups in an original and inventive way, without tracing their exact shapes.

All the graphic composition is structured on an isometric grid purposely designed for this project, after which the letters have been shaped. Starting from the same grid, a few versions of the poster have been prepared and then it was chosen the one providing greater legibility.
griglia isometrica
The isometric grid designed
to structure the graphic layout
of the poster.

2018 © Nicola-Matteo Munari
achille castiglioni visionario poster
An alternative graphic solution, prepared in multiple colours,
that was based on the same grid.

2018 © Nicola-Matteo Munari
achille castiglioni visionario
The poster reproduced in the exhibition’s catalogue,
together with those contributed
by other designers.

Ph. © Nicola-Matteo Munari
achille castiglioni visionario
The poster reproduced in the exhibition’s catalogue,
together with those contributed
by other designers.

Ph. © Nicola-Matteo Munari
A Master’s Signature

Originally designed in black and white—actually in greyscale—the poster was completed by a simple but relevant contribution offered by graphic design master Italo Lupi (1934)—the yellow T, a colour signature that adds a warmer and positive feeeling to the poster by introducing an unexpected visual element.

In 2020 the poster was also displayed at the Hangaram Art Museum of Seoul Arts Center (SAC) as part of the exhibition ‘Achille Castiglioni & Brothers: Master of Italian Design.’

—Nicola-Matteo Munari

Client
m.a.x. museo

Representative
Nicoletta Ossana Cavadini

Coordination
Migliore+Servetto
Italo Lupi

Design
Nicola-Matteo Munari

Collaborator
Rosa Casamento

Project Date
2018