A sweet festivity is underway in Rome as the MAXXI Museum hosts ”Joyn! A Journey into the World of Nutella” to mark the iconic spread’s 60th anniversary. Running from December 20, 2024, to April 20, 2025, this engaging exhibition showcases the rich history of Nutella, highlighting its evolution and the memorable advertising campaigns that have captivated fans worldwide. Emanuela Bruni, acting councilor of the MAXXI Foundation, emphasizes the exhibition’s diverse offerings, blending contemporary art, architecture, and fashion with the beloved chocolate-hazelnut treat, making it a perfect holiday destination for families looking to indulge in a unique cultural experience this season [1[1[1[1][3[3[3[3].
Time.news Editorial Q&A: Celebrating Nutella’s Legacy at MAXXI
Editor: We’re excited about the “Joyn! A journey into the World of Nutella” exhibition at the MAXXI Museum in Rome. Could you share an overview of what this exhibition entails, particularly its significance in celebrating Nutella’s 60th anniversary?
Expert: Absolutely! The exhibition, which runs from December 20, 2024, to April 20, 2025, showcases the rich history of Nutella, highlighting its evolution from its origins to its place in pop culture. With over 500,000 tons produced since its inception, Nutella has become more than just a product; it’s a phenomenon. This exhibition takes visitors through a playful and immersive journey that intertwines Nutella’s iconic advertising campaigns with contemporary art, architecture, and fashion, appealing to both the nostalgia of long-time fans and the curiosity of newcomers.
Editor: Emanuela Bruni,the acting councilor of the MAXXI Foundation,emphasized the exhibition’s diverse offerings.How do these elements enhance the visitor experience, especially during the holiday season?
Expert: The integration of various art forms enhances the overall experience considerably. Visitors are not just learning about a spread; they are engaging with a cultural artifact in a broad artistic context. The blend of Nutella’s history with contemporary themes makes it an ideal family destination during the holidays, where people can indulge in both their love for this chocolate-hazelnut treat and the creative expressions surrounding it. The exhibition is designed to be family-friendly, ensuring that it’s an educational yet enjoyable experience for visitors of all ages.
Editor: Nutella’s advertising campaigns span decades and have played a meaningful role in its global success. How will the exhibition highlight these marketing innovations?
Expert: The exhibition features a curated selection of memorable advertisements and promotional materials that have defined Nutella’s brand identity over the years. By showcasing these campaigns, it provides insight into the changing trends in marketing and how they resonated with audiences globally. Nutella has cleverly tapped into emotions and experiences in its advertising, and this will be reflected through various multimedia presentations that allow visitors to interact with the brand’s story.
Editor: For readers looking to visit,what practical advice can you offer to enhance their experience at the exhibition?
Expert: I recommend planning your visit in advance due to the exhibition’s expected popularity. Check the MAXXI Museum’s website for ticket availability and any scheduled events or workshops that might coincide with your visit.Engaging with the interactive components of the exhibition will deepen your understanding of Nutella’s impact,so take your time exploring those features. Additionally, consider joining a guided tour if available, as it can provide valuable context and insights you may not get on your own.
Editor: As a closing thought, what broader implications does Nutella’s 60-year journey have on the food industry, particularly in terms of innovation and branding?
Expert: Nutella’s enduring legacy is a case study in product loyalty and branding effectiveness. Its ability to innovate—not just in product offerings but in emotional branding—sets a precedent for companies in the food industry. This exhibition serves not only as a party but also as a powerful reminder of how brands can evolve while maintaining their core identity. For food marketers,studying Nutella’s journey could reveal valuable strategies for engaging with consumers and crafting lasting emotional connections.
This thorough exploration at the MAXXI Museum invites everyone to both taste and reflect on the flavors of nostalgia and innovation that Nutella has offered throughout the years.