ortunato Depero dedicated himself to the world of advertising with an extraordinary vitality, driven by his Futurist faith. This was a sector that at the start of the century had already taken its first steps, exploring a new frontier in artistic creativity and which soon made use of many talents to serve it.
His interest in the applied arts already became clear in the pronouncements made in the “Ricostruzione futurista dell’universo” (“Futurist reconstruction of the universe”), signed together with Giacomo Balla nel 1915. This text includes the first mention of his interest in advertising, evident in a passage dedicated to “réclame fono-moto-plastica” (“phono-motor-plastic advertising”).
“Self-advertising is not a vain, useless and exaggerated expression of megalomania, but an indispensable NEED to enable the public to learn of one’s ideas and creations rapidly”.
Fortunato Depero advertised Fortunato Depero as his first product: “The artist”, wrote Depero, “needs recognition, and to be esteemed and glorified in life, and so has the right to use all the most effective and undreamed-of means to advertise his genius and works”.
Curated by Gabriella Belli and Beatrice Avanzi.
Curatorial committee: Nicoletta Boschiero, Carlo Prosser and Lara Sebastiani.