“Remembering is not enough” – MAXXI Collection campaign exhibition / Advertising - Identity / MAXXI National Museum of 21th Century Arts

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


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.