From 7 June to 26 August a new photo exhibition at Casa Martini, on the occasion of the 20th Anniversary of Martini & Rossi Historical Archive
The Terrazza Martini are iconic places, but even more than that, they embody an idea.
A unique and innovative form of publicity that Martini & Rossi started in 1948 - a formula that, due to its simplicity, achieves immediate international success.
There are two key elements - location and guests: elegantly appointed rooms on the top floors of futuristic skyscrapers in the centers of the most important cities where the great names from all over the world and from all sectors of activity are welcomed. What brings them together is the most famous aperitif in the world, MARTINI.
Between 1948 and 1965 nine different Terrazza are opened. Locations are not chosen at random but correspond to prestige buildings in the cities where Martini & Rossi had a representative office.
The most famous names in the worlds of art, music, literature, science, industry, fashion, cinema, theatre, dance, television and sport are invited to the Terrazza to meet both press and public.
News of press conferences and celebrity events are immediately taken up by the most widely-read newspapers. A succession of celebrity names helps to reinforce the image of an authentic, elegant and coveted brand in a world of beauty, glamour, friendship and joie-de-vivre. At the same time, with thousands of events organized and millions of guests welcomed, the Terrazza provide a mirror to society itself and to the changes within it, in a kaleidoscope of faces that reflect a view of the world and transform a place and its history into the symbol of an era.
Today, just as it has always been, every guest who crosses the threshold of a Terrazza Martini find themselves at the center of a unique and unforgettable moment.
The Martini & Rossi Historical Archive unveils over three hundred previously unseen photos of timeless appeal. The images on display have been selected from over 30,000 photographs in the Martini & Rossi Historical Archive's "Terrazza Martini" collection. A company archive of great size which extends over 800 linear meters and illustrates more than 150 years of the economic history of our country.
2019 sees the Archive celebrate twenty years since it was declared “of notable historic interest” by the Regional Archives Authority for Piedmont and the Aosta Valley in 1999 - prestigious recognition that makes the Archive’s importance not only of the brand, but also of the local, national and international community.
The exhibition is organized by Casa Martini and Martini & Rossi Historical Archive, with the partnership of "Città di Chieri", "ANAI Gruppo Italiano Archivisti di Impresa", Museimpresa, and with the collaboration of "Associazione Abbonamento Musei" and "Turismo Torino e Provincia".