April 22 – May 20, 2011
in cooperation with ENI
After Rome, Stresa, Venice, Mantua, Cortemaggiore, Florence and Milan, the exhibition arrives in Turin, a city that shares tight bonds with eni for the presence of relevant industrial activities.
The exhibition aims at telling the history of eni and its logo from the beginning to its most recent restyling. For the past several decades, the unmistakable six-legged dog has symbolized all the Company’s activities and has become a distinctive mark of the Italian landscape.
By means of a vast selection of images, original documents, archive footage, commercials with Dario Fo and memorabilias from the eni Historical Archive and private collections, the exhibition allows its visitors to go back in the history of one of the leading Italian companies and to chronicle the significant steps, the historical background, the changes of Italy from the Fifties to present days.
One section is dedicated to the history of the 1952 bid for the logos of the two market-leading products (Supercortemaggiore and Agipgas), reconstructed through the original documentation given by Domus Magazine, sheding light on the origin of the “six-legged dog, the faithful friend of the four-wheeled man”, as in the lucky slogan coined by director Ettore Scola which has accompanied many generations in over half a century.
The final part of the exhibition is dedicated to the present, with an exclusive work of art inspired by the six-legged dog and created by sand artist Ilana Yahav, and the sketches of the emerging talents who inaugurated a new communication season for eni.
The stop in Turin will also be an occasion to celebrate the tight bond between two leading industries, eni and Fiat, and the relation between two important entrepreneurs, Enrico Mattei and Vittorio Valletta. The drive for a national redemption and a view projecting into the future that characterized the two industrial businessmen, together with their temperament, gave a strong push to post-war Italy on its path from agricultural and manufacturing country to industrial State. A path in which the drawing power was mass motorization. It was their vision that gave the impulse to the crucial alliances of the Italian economic miracle. The exhibition will narrate this story through the images and the films from the historical archives of eni and of Fiat.