An exhibition exploring the origins and evolution of Italian winter sports’ culture and tourism is timed with the Milano Cortina 2026 Winter Olympics kicking off on Feb. 6.
Staged at Milan‘s medieval Sforzesco Castle, the exhibit “L’Italia sulla neve. Gli italiani e gli sport invernali nei periodici illustrati e nella grafica pubblicitaria dalla Raccolta Bertarelli [Italy on the slopes. Italians and winter sports in illustrated magazines and advertising graphics from the Bertarelli collection]” will be on display until March 22.
It is curated by Alessia Alberti, art historian official Simona Maniello and Francesca Mariano from the Civica Raccolta delle Stampe “Achille Bertarelli.”
The Raccolta Bertarelli, which has been part of the Sforzesco Castle’s collections since 1927, provides a rich backdrop for the exhibit. Named after its founder, Italian art collector and writer Achille Bertarelli, the collection comprises different iconographic materials, estimated to be around 1 million pieces, including maps, posters, ex libris, postcards, ancient and modern art graphics, as well as architects’ archives. In addition, it’s complemented by a rich library, making it one of the largest public collections of its kind in the world.
The exhibition explores how the mountains over the years became a popular vacation spot from a place of exploration. The true birth of tourism, however, occurred in the 20th century, with the construction of modern hotels and facilities that helped spread skiing and ice skating activities, followed by the development of disciplines like sledding, curling and hockey.
Carlo Pellegrini — Cortina d’Ampezzo 1923
Courtesy Image
The first part of the exhibit explores the relationship between the evolution of fashion, particularly women’s fashion, and the spread of winter sports from the early 20th century. This connection is illustrated by a selection of covers from illustrated magazines such as Il Secolo XX, Varietas, Ars et Labor, and La Lettura, and advertising graphics from Milanese department stores. These include sales catalogues for winter clothing and sports equipment, as well as posters, such as those designed by Italian painter and illustrator Marcello Dudovich and designer Giovanni Manca for La Rinascente.
The second part of the exhibition focuses on the promotion of Italian winter sports destinations, with a collection of posters, brochures and magazines highlighting the pivotal role of ENIT (Ente Nazionale per l’Incremento delle Industrie Turistiche, the Italian national tourist industry board) and the Italian Touring Club. Examples include the cover of the 1936 Enrosadira magazine signed by Italian painter and sculptor Fortunato Depero, and promotional materials from hotels and ski resorts.
A section is dedicated to the city of Milan, exploring the city’s connection to winter sports, given its proximity to the Alps and several ski resorts.
The exhibition ends with a display of iconic posters and graphics from past Olympics, including a rare brochure from the inaugural Winter Olympics in France at Chamonix in 1924.
The 1931 cover of the magazine La Lettura.
Courtesy Image
