Rai Pubblicità presents "Within the Space of a Century. Rai Pubblicità, 100 Years of History and Beyond" The exhibition opening on April 10 at Triennale Milano
On April 9, 1926, Sipra was founded: today, a century later, Rai Pubblicità retraces one hundred years spent at the center of the dialogue between brands and audiences. In a context where paradigms and consumption habits are constantly shifting, this centenary becomes the perfect stage to recount the evolution of a company that has established itself as an interpreter of Italian innovation, transforming advertising communication into a driver of social and economic growth.
To celebrate this milestone, the sales company launches the exhibition project “Within the Space of a Century. Rai Pubblicità, 100 Years of History and Beyond”, a free exhibition hosted at Triennale Milano from April 10 to June 7, 2026. The project extends beyond the exhibition through three thematic workshops conceived as moments of dialogue with the market to collectively envision the future scenarios of the industry. The meetings will be held in collaboration with UNA, Nielsen and UPA, together with five exceptional partners: WPP Media, Dentsu, OMG, Publicis and Havas.
The exhibition, curated by Professor Peppino Ortoleva, historian of communication and society, together with Dr. Giuliana Galvagno, lecturer at the University of Turin, guides visitors from the origins of Sipra to future scenarios, unfolding across four parallel narratives in which markets act as a meeting point between audiences and media, while Rai Pubblicità positions itself as an intermediary capable of connecting these two worlds.The exhibition path offers an opportunity to witness the transformation of Italian culture, presenting a history that goes beyond heritage and projects a clear tension toward the future.
A journey developed around the Rai Pubblicità universe begins with the section “Media, the Senses”, introduced by a rich selection of original artworks that highlight the uniquely Italian relationship between artists and advertising. This is followed by the Rai Pavilion at the Milan Trade Fair, presented through an immersive structure divided into five stages, featuring archival materials from Rai Teche and the Archivio Cinema Impresa (CSC) in Ivrea, along with a selection of award-winning commercials from the Art Directors Club Italiano.
At the core of the reflection is also the collaboration with artist Yosuke Taki, who in the section “Markets, the Protagonists” stages a powerful artistic metaphor: Nature attempting to “reposition its own brand”, using the codes of communication to address responsibility and sustainability. The journey continues with “Audiences, Generations”, which explores the evolution of the relationship between people and media, alongside “History Before Our Eyes”, where previously unseen archival documents retrace the company’s industrial trajectory. The itinerary concludes with “Words of Tomorrow”, a participatory space that invites the public to reflect on the future of communication.
With this project, Rai Pubblicità transforms its centenary into a public moment of vision, inviting audiences to revisit the history of communication in order to collectively imagine the next hundred years.
