Sep 14
Ph. Massimo Goina

Artistic Impressions

Assicurazioni Generali is opening its redesigned historical archive to the public.

The archive is located within Generali’s beautiful 20th century “Chiozza Porticoes” building (named after its original owner, Carlo Luigi Chiozza), one of the most iconic and historic buildings in Trieste. Historians and researchers, as well as interested members of the public, can access the new and improved facilities in the archive, including the teaching and reading rooms which celebrate the story of Generali.

The Chiozza Porticoes building, Trieste (1927) / ph. Massimo Goina

The term “archive” often brings to mind either cramped basements or huge, featureless attics which fail to inspire thoughts of heritage or cultural value; more often than not, the state of the documents themselves also doesn’t exactly create an enjoyable experience. We therefore decided to put one of the core elements of Generali’s communication strategy, the advertising – especially the illustrated posters – centre stage, to brighten the surroundings of the archive. The posters, including such notable figures in artistic advertising as Boccasile, Sormani, Sigon and Dudovich, are given a modern twist through the use of so-called “digital frescoes”. This innovative technique involves using adhesive to apply a digital print to a wall, for an outcome that looks remarkably similar to traditional frescoes. A perfect mural.

The idea driving this renovation project was to create a physical space – a Generali village – which takes the viewer’s gaze on an immersive journey through the company’s history. A journey of images, words, colours… and first-hand accounts from the Archive.

Leaflet / ph. Massimo Goina

Dudovich, describing one of the fundamental truths of illustration, said: “At the end of the day, an advertising illustration is not something overly complicated. So how do you explain the fact that a certain image can stay with you for years, often taking on this incredibly important meaning? Even a drawing of an everyday object can develop its own personality over time: a simple character can speak, sing, smile, and cheer. Illustrated advertisements are a bit like a time-bomb. That’s what makes it art: it works over time.” In our case, you could even say that it makes you travel through time!

Guided tours of Generali’s Historical Archive are available for school groups as well as members of the general public, from Monday to Thursday, 09:30-12:30 and 14:30-16:30, and Friday 09:30-12:00.

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