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museo di arte moderna
e contemporanea
di trento e rovereto

  • Fortunato Depero - Bozzetto per manifesto pubblicitario Uomo-matita, 1926-29 - Rovereto, Mart
  • Fortunato Depero - Manifesto pubblicitario “Il Nuovo teatro Futurista”, 1924 - Rovereto, Mart
  • Fortunato Depero - Bozzetto di copertina per “Vogue”, 1930 - Rovereto, Mart
  • Fortunato Depero - Studio di insegna pubblicitaria Depero Futurist Art, 1929 - Rovereto, Mart
  • Fortunato Depero - Manifesto pubblicitario Mandorlato Vido, 1924 - Rovereto, Mart

From the auto-réclame to advertising architecture

Mart Rovereto
13 October 2007 / 03 February 2008
"Art of the future will have a strong advertising feel."
Fortunato Depero
The “Deperopubblicitario" project bears witness to the richness of the museum’s holdings: posters, bills, drawings, collages, presented in the exhibition with a wholly new level of completeness.

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.