“Remembering is not enough” – MAXXI Collection campaign exhibition / Advertising - Identity / MAXXI Museo nazionale delle arti del XXI secolo

The title, chosen by Artistic Director Hou Hanru for this re-mounting of the collection, has an imperative and provocative tone signalling an evolution in its invitation to an appreciation of contemporary art.

What we did

Advertising
Billposting
Invitation
Web/multimedia

We wanted a visual that would interpret and even reinforce the imperative, and entrusted to a pay-off that is provocative, but at the same time promising, to attract the interest and desire of the visitor.